This is huge news for podcasting but the changes it brings will have a lot of negative effects, too.https://twitter.com/recode/status/873540780123705345 …
If these features ship as described, podcasting as we know it is probably dead. Curious to see what new form it takes.
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Two key changes will be radical shifts in advertiser expectations/behaviors, and gradual changes in the content & focus of podcasts.
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The
@activateinc team did a good analysis last year of digital media choke points that control which publishers win: https://www.slideshare.net/mobile/ActivateInc/think-again-tech-media-outlook-2017-67604099/24 …pic.twitter.com/5cS2h31WKa
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What behaviors do you think this will change? What's your gut reaction to the new data being available?
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But advertisers don't currently make their decisions in the dark - they base their buys on how many listeners use the ad codes
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They do right now, yep. But direct response is only the model for the very top podcasters, so on the whole things will change a lot.
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Ahh that I didn't know
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Think about the little people, Jon!!!!
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You'd know far better than I, but we've seen how metrics & analytics transformed web publishing.
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I think, as with traditional publishing, the cream rises. Advertisers beg for more data on ads. This puts podcasting on par with video.
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Exactly. That's a huge change.
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this implies a very, very narrow idea of who podcasts and why
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I'd argue the opposite.
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I'm not sure what you mean. Do you mind to explain?
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I'll write it up at more length. Current podcasting infrastructure has been built in the absence of any ad or metrics tech. That's changing.
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