Audio bosses on programmatic, zero screening and making voice work on social
In this session from the Radio Alive 2017 conference, audio industry experts argue the case for and against programmatic and discuss the challenges of making audio work for a video-hungry social audience.
When it comes to the monetisation of audio, Matthew Gain, head of APAC, Audible says a lot can be learned from the publishing industry’s mistakes.
“With the rise of programmatic advertising in the podcast space, there’s a lot of excitement around ‘oh wow, this is a way that we can monetise content’. I think for those that watch the news and print industry will probably recognise that programmatic was potentially not the best way to monetise content,” he says.
“We’ve gone a completely different route and have always been no advertising, purely subscription based. That is our model, and the onus on us then is because we’re asking people to pay for the content, it’s got to be better.”
