Can You Hear Us Now?Is Podcasting A Business Yet?

The Modern Day PodcastSmart Phones Matter

Getting Big, While Feeling SmallTerrestrial Trouble

Here Comes TechnologyGolden Age of Storytelling

Growth of PodcastingSmartphone consumption of podcasting has risen as the ‘most used device to listen to podcasts’ from 48% to 71% since 2013

Source: Edison Research and Triton Digital Study, 2016

Growth of Podcasting58 million consumers (est) have listened to a podcast in the past month (21% of US audience)

98 million consumers (est) have listened to a podcast (36% of US audience)Source: Edison Research and Triton Digital Study, 2016

Who are the listeners?US Population

Age 12-17Age 18-34Age 35-54Age 55+

Age 18-3428%

Age 55+35%

Age 35-5431%

Age 12-179%

Podcast Listeners

Age 12-17Age 18-34Age 35-54Age 55+

Age 12-1711%

Age 35-5434%

Age 18-3438%

Age 55+17%

Source: Edison Research and Triton Digital Study, 2016

Podcast Market• $207M revenue projected in 2017 (up from low estimate

of $35M in ‘16)• 25% YoY audience growth• Gimlet $6M VC-backed, valuation at $30M• Terrestrial radio still massive, but showing signs of

problems, especially with Millennials, as a function of music decay via streaming services.• Early days on ‘drive time’ podcasting

Podcast Growth“I listen to you before I go to

bed”

Podcast Growth“I listen while I’m out on a

jog”

Podcast Growth

“I can’t get through my

commute without you”

“It helps me get through my boring

job”

EVERYWHERE

OUR FANS ARE.

...IN AIR

...THROUGH VIDEO

...IN REAL LIFE

HowStuffWorks

• 12 Shows• Most produced weekly• 40 hours of original programming/month

Why we are so excited• Huge back catolog of content• 6000 episodes• 3000 hours of content

• The new ‘Binge Listener’• Technology is a game changer • Endless topics to discuss• Social Media and a true FANBASE.

What we’ve learned•We got it wrong, at first• Evergreen content works for binge listeners• Cross-promotions work• Fans and Social matter• Extensions such as video, live tours, books and social media are a critical part of audience discovery and growth• There are no 3 second podcasts

3X

GROWTH IN THELAST 2 YEARS

DOWNLOADS: JUNE 2016

2.17MILLION

1.68MILLION

5.85MILLION

15.1MILLION

1.25MILLION

1.24MILLION

Source: PODTRAC, June 2016

Podcasts are having a moment.

Not the first moment though…

What Was Missing?•Smart Phones•Reporting and Standards•Technology•Social Media•Size

Technology Opportunity• Dynamic ad-serving hits podcasts• Sell impressions, not downloads• Targeting: Geo, DMA, Demographic• Full optimization of back catalog and

new inventory• Don’t lose the ‘live read’ experience• ‘Programmatic’ Podcast Ad Networks• AdWave, PodWave• Podcast One, Midroll

Technology Opportunity• Drive-time Audio• Bluetooth using nearly any

device• Built-in dashboards. • “I hate listening to the radio”

Customer Categories• Brands• Brands in traditional radio or digital, wanting to try the

new thing• GE, Mailchimp, Merril Lynch, History Channel, SyFy

Network, USA Network• Direct Response• ROI-focused advertisers continue to renew with

economics that work• Squarespace, Stamps.com, GreatCourses

• Programmatic• Downstream terrestrial and streaming radio advertisers• Hybrid of performance based and traditional radio

Programmatic Podcast Ads• Unified buying for agencies and brands• Initially flowing downstream from terrestrial and

streaming radio • 3rd party ad trafficking• Data and Analytics• Not a ‘House’ campaign, but premium offering• Dynamic ad insertion• Targeting: Geo, DMA• Detailed reporting including engagement metrics• Campaigns can run across all platforms and devices

Data and Reporting Constraints

• Podtrac as first ‘Industry Rankings’ tracker, but issues• Comscore and Nielsen sniffing

around this space, but no clear consensus. SDKs are difficult. Server log counting is heavy lifting.• Common language like display,

video, social needed to help agencies and brands.• Apple, the big player (65% of all

podcasts on iTunes), has limited data• Early days on drive time

Social Media• Unique, untapped opportunity to expand audience • Social Media to find ‘like audiences’• Target by interest, iOS vs. Android

• Lifetime value of a podcast listener• Podcast listeners consume an average of 5 podcasts• HowStuffWorks consumers nearly 9 podcasts/mo.

• Lack of unity and metrics on players and LTV• Testing Needed

Yesterday’s Sponsored Shows

Today’s Branded Shows

Upfronts: Now for podcasts

Challenges and OpportunitiesCreate great programming

Data and analyticsSpeak the language of digital, but don’t copy

Micro interests