A new survey from podcast company Acast shows that ad buyers expect programmatic podcast advertisements to triple over the next four years.
“Programmatic is really having a moment of rebirth and it’s now being defined as what programmatic was meant to be — and maybe shedding some of the bad rap that it got because the way programmatic was launched 15 years ago,” said Acast Global Head of Ad Innovation Elli Dimitroulakos told Inside Radio. “Programmatic is vastly different today, and we’re much more smart with it.”
The company says while only 39% of marketers could define programmatic advertising, almost 60% have previously purchased programmatic ads.
Currently, 4-6% of podcast ad sales are of the programmatic variety, with that number projected to rise to 11-15% by 2027.
“Back in the day, programmatic was network buying, it was remnant inventory, and publishers adding a lot of ad slots on their websites – it was very much the Wild West,” Dimitroulakos said. “Today, when we talk about programmatic, it’s clean and the inventory is premium. It’s really just a way to transact.”
The survey also reveals that ad buyers view podcasts as a growth vehicle, with 84% saying the medium currently has low advertising loads.
