Consumable’s Jared Lapin: Majority of Podcast Listeners are Reachable Beyond the Feed
Podcast advertising has long operated behind a wall. Listeners arrive through RSS feeds, consuming content in environments where individual identity is largely invisible and attribution relies on household-level proxies at best. Consumable is building the infrastructure to change that.
“Podcast is largely identity-less. Most of the solutions around it are household level solutions at best. In most other digital media, you have a device ID, a profile ID, something that helps you understand who that person is. In podcasting you don’t,” Jared Lapin, chief strategy officer of Consumable, told Beet.TV Editorial Director Lisa Granatstein at the IAB Podcast Upfront. “PodIQ is a solution that leverages Consumable’s unique position in the audio marketplace to create that identity and to help reach podcast consumers when they’re not in the feed.”
New research conducted with Edison Research and SSRS adds consumer evidence to the case. Ninety-three percent of podcast listeners already interact with ads in apps. The finding that suggests the appetite for audio advertising outside the feed is already established, not aspirational.
The feed’s moat is coming down
Podcast listeners have historically been accessible only within the closed environment of the feed itself. That constraint has limited the targeting precision and attribution capabilities that digital marketers rely on everywhere else.
“The really engaged, highly desirable consumer that is the podcast listener is available in other places now and available in places where they can be more directly tracked, more clearly attributed and where you can build deeper relationships with them,” Lapin said.
Consumable reaches over 223 million US uniques in mobile environments, delivering audio ads alongside visual elements in app contexts where signal richness and engagement capabilities go well beyond what the feed allows.
Lean-in audiences carry their engagement habits
What makes podcast listeners valuable in the first place is the intensity of their relationship with content. They show up for topics they’re passionate about and build genuine connections with hosts and formats. Lapin’s argument is that those habits extend beyond the feed into how they engage with associated advertisers and content across their digital lives.
“That personality and that engagement in content translates to how they interact with the advertisers that are associated with that content and a lot of other aspects in their life, which is why reaching them not just in the feed is so important,” Lapin said.
Podcast advertising has long operated behind a wall. Listeners arrive through RSS feeds, consuming content in environments where individual identity is largely invisible and attribution relies on household-level proxies at best. Consumable is building the infrastructure to change that.
“Podcast is largely identity-less. Most of the solutions around it are household level solutions at best. In most other digital media, you have a device ID, a profile ID, something that helps you understand who that person is. In podcasting you don’t,” Jared Lapin, chief strategy officer of Consumable, told Beet.TV Editorial Director Lisa Granatstein at the IAB Podcast Upfront. “PodIQ is a solution that leverages Consumable’s unique position in the audio marketplace to create that identity and to help reach podcast consumers when they’re not in the feed.”
New research conducted with Edison Research and SSRS adds consumer evidence to the case. Ninety-three percent of podcast listeners already interact with ads in apps. The finding that suggests the appetite for audio advertising outside the feed is already established, not aspirational.
The feed’s moat is coming down
Podcast listeners have historically been accessible only within the closed environment of the feed itself. That constraint has limited the targeting precision and attribution capabilities that digital marketers rely on everywhere else.
“The really engaged, highly desirable consumer that is the podcast listener is available in other places now and available in places where they can be more directly tracked, more clearly attributed and where you can build deeper relationships with them,” Lapin said.
Consumable reaches over 223 million US uniques in mobile environments, delivering audio ads alongside visual elements in app contexts where signal richness and engagement capabilities go well beyond what the feed allows.
Lean-in audiences carry their engagement habits
What makes podcast listeners valuable in the first place is the intensity of their relationship with content. They show up for topics they’re passionate about and build genuine connections with hosts and formats. Lapin’s argument is that those habits extend beyond the feed into how they engage with associated advertisers and content across their digital lives.
“That personality and that engagement in content translates to how they interact with the advertisers that are associated with that content and a lot of other aspects in their life, which is why reaching them not just in the feed is so important,” Lapin said.
