Blog / Insights
Let’s be honest - everyone seems to have a podcast these days. Your favorite celebrity, your neighbor, even your grandma. (Because who wouldn’t want granny’s hot takes on the current zeitgeist??) But there’s a reason podcasting is trendy and transformative.
So, let’s put on our headphones, crank up the volume, and unpack why podcasting is where premium content meets people who actually want to listen.
The Premium Content Party:BYOB (Bring Your Own Brand)
Podcasting is the VIP section of audio. Listeners handpick their favorite hosts, shows, and episodes, going far beyond the random playlist shuffle. Ultimately what listeners want are high-quality, trusted voices. For advertisers, this is key because your brand’s message lands right next to the content people voluntarily showed up for (and aren’t trying to skip or fast-forward).
Yahoo DSP connects your ads to top-shelf podcasts, so your campaign gets premium treatment, brand safety, and a lot more street cred. And when it comes to connections, we’re leading the audio pack by leveraging Yahoo ConnectID across audio publishers to help you truly “connect the dots” between listeners, content, and results. It all adds up to smarter targeting, better measurement, and podcast advertising that’s an essential stop on any omnichannel journey.
Podcast Listeners: Engaged, Loyal, and Leaned In
Forget distracted commuters tuning out billboards (even though we love DOOH), because podcast fans are here for a good time and a long time. They tune in by choice, hang out with hosts for hours, and absorb stories, tips, and (yes) ads with the focus of someone trying to win podcast bingo.
According to Spotify’s findings, 71% of daily podcast consumers say podcast content gets most or all of their attention.1
The upshot for Yahoo DSP advertisers is that listeners notice your ad, remember it, and might even chat about it later. It’s the golden ticket for meaningful campaign engagement.
Growth: It’s Not Just a Fad, It’s a Full-On Wave
Podcasting is just booming, blowing the roof off audio. With that, Yahoo DSP’s podcast offerings keep expanding, with new partners and fresh shows joining our catalog at a steady pace. More listeners are tuning in, brands are eager to connect, and ad spending across podcasts continues to climb, highlighting the vibrant energy and ongoing growth in this space.
Using Spotify for context, their platform features nearly 7 million podcast titles, serving listeners in more than 180 markets worldwide, including a premium subscriber base of 268 million and counting.2 That is some serious scale and it’s only getting bigger.
The big players are onboard and Yahoo DSP is harnessing all that momentum with smarter targeting, creative segmentation, and the brand safety you know and love.
Where Do We Go From Here? (Hint: Up, Up, Up)
Podcasting is rewriting the rulebook on audio advertising. Premium content, obsessive listeners, and wild growth mean this space is an advertiser’s playground, and Yahoo DSP is making sure everyone gets to join in the fun. As podcast fandom rises, we’re rolling out scalable, inventive solutions and staying ahead in audio’s next big chapter.
Now if you’ll excuse us, we’re off to listen to a podcast about the history of podcasts. (Yes, that’s a thing.)
Source
¹Spotify Culture Next Vol 6 survey C1, July 2024
²Spotify: https://ads.spotify.com/en-US/news-and-insights/podcast-ads-automated-buying-launch/
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Cory has been leading media owner partnerships in the programmatic advertising and media space for more than a decade. At Yahoo, Cory leads Audio supply side partnerships to help create strategic advantages and performance for advertising clients on the Yahoo DSP. Cory works across multiple facets of Yahoo’s Audio partnerships including business development, identity, product strategy, and commercialization. Since Cory joined the DSP team, Audio has routinely been one of the fastest growing channels at Yahoo.
