What Worked in 2023: Branding in Podcasting

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2023 was hard on many of us economically. We started the year with a rocky economic outlook, and that tone seems to have stuck all the way through to December (in fact, my first blog post of the year focused on a “looming recession”). So, this year we’ve decided to completely revamp our year-end post.

Rather than gathering a collection of predictions for next year, we’re taking a decidedly positive spin and focusing on what went right in 2023. We’ve asked industry leaders to share their biggest lessons from the year in the hopes that these learnings will help us all get stronger, smarter and ready for a better 2024.

We’ve split this retrospective into three parts. You can check out the other two parts:

Podcasting is one of the fastest growing digital media channels, growing by more than 115% since 2020. However, podcast advertising revenue is still falling short of its potential. Many brands have embraced podcasting, but there still exists a gap between podcast listenership and dollars spent by brands on the medium.

What can podcasters do to fix this? Standardizing technology and measurement tools, maintaining the highest of production standards, and pushing the envelope on creativity will help attract more brands. Sharing our learnings with each other will help us create a united message to marketers: that podcasts are a powerful tool for brands, at every point of the marketing funnel. Read More

Article originally written by Annalise Nielsen and published on Pacific Content.

Community Hot Take

In this video, Alex Sanfilippo and Tom Rossi talk through the current state of the podcasting industry. Get ready to learn some encouraging stats and facts about the podcasting industry that most podcast hosts (and guests) aren’t aware of. Get ready to learn more about where podcasting is heading and why it’s the best time ever to be involved in the space! Check it out!

The following rates, which are denoted as cost per thousand or CPM, are published monthly by Libsyn’s AdvertiseCast, the industry’s premier podcast advertising marketplace that connects advertisers with podcasters. The Company releases the figures to empower the podcaster and advertiser communities to readily monitor market pricing and provide greater insight into podcasting advertising as a monetization vehicle. The data is derived from actual sales data across AdvertiseCast’s network of thousands of shows.

The 60-second ad spot in 2023 had an average CPM rate of $22.58, reflecting a decrease of 6% versus 2022, where the average CPM rate was $23.87. Considering the challenging overall advertising market, this relatively small decrease demonstrates the resiliency of the podcast advertising ecosystem.

For December 2023, the average CPM rate was $22.91 for a 60-second ad spot. That figure is up slightly compared to last month (November 2023 avg. CPM rate: $22.85) and has decreased year-over-year (December 2022 avg. CPM rate: $25.53).

The three highest CPM categories in November based on delivered advertising were:

  • Arts: $26

  • Technology: $25

  • Health & Fitness: $25

Moreover, three categories where advertisers can effectively tap into highly engaged audiences at more accessible CPM rates include Games, History, and True Crime, which averaged around the low 20s in December. Read More

This year's GOLDEN CRANE Podcast Awards were handed out to 14 winners and was marked by an inaugural in-person awards ceremony and dinner, officials said. It was sponsored by ListenNotes.com and Podbean.com.

During a first-ever hybrid dinner gala and a livestream via Zoom using the Camo app, nominees and winners alike came together at Dim Sum Palace in NYC's Chinatown for the Third Annual GOLDEN CRANE Podcast Awards black-tie ceremony, co-founder Andy Wang said.

"We were incredibly excited to have brought the GOLDEN CRANES to a place steeped in history and rich in Asian American heritage," Wang said. "This year's event was our most memorable and impactful yet, as we gathered together to recognize the diverse voices that make up our thriving podcasting community." Read More

Podcast Career Opportunities

 🎤 🎧 Michael O'Neal chats with other unemployable icons and successful gamechangers to learn how to take your skills and hobbies and turn them into a business on The Solopreneur Hour. Nominated As "Best New Show of 2013" by Stitcher Radio, Our range of guests takes us from comedy, to acting, to the NFL, to UFC and MMA, to Top Music Stars, to Millionaires, to Business Experts, to Real Estate moguls, and everything in between. Guests like James Altucher, Adam Carolla, Hines Ward, Sam Jones, Tucker Max, Jonathan Fields, Derek Halpern, Pat Flynn, Amy Porterfield, John Lee Dumas, Chris Ducker, Chris Brogan, Guy Kawasaki, Mike Johnston, Rich Franklin, Jack Canfield, Michael Gerber, and many more, these casual conversations contain tons of action-inducing content wrapped up in an entertaining candy shell.

🎤 🎧 Moms Don’t Have Time to Read Books is the award-winning daily author interview podcast hosted by Zibby Owens, CEO of Zibby Media, indie bookstore owner, and author herself. In 30 minutes, Zibby connects with guests, encouraging them to open up showcasing them as the rock stars they truly are.

Search by author and read the interview transcripts here! You can follow Zibby on Instagram here. Please rate and review the podcast if you love it!

 🎤🎧 The Cycle Chats Network is a collection of women hosted podcasts that look to have thought provoking conversations that will inspire you to break the cycle of generational traumas, societals pressures, mental health stigmas, women's health advocacy, and toxic relationships. Each of our shows looks to empower you to break the patterns within yourself that no longer serve you through the use of education, self discovery tools, and a little bit of humor!

 🎤🎧 Take a glimpse into my organized, but not-so-perfect world as a mom, author of the book HOT MESS: A Practical Guide to Getting Organized, and founder of Simply B Organized on This Organized Life.

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