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Tell that to the thousands of niche podcasters out there who sustain their programs through marketing partnerships. Niche creators do stand a chance. They just

Tell that to the thousands of niche podcasters out there who sustain their programs through marketing partnerships. Niche creators do stand a chance. They just need the opportunity to reach their audience with a degree of intimacy and trust that the horrific scourge of mainstream online video and corporate 'journalism' do not and cannot offer. Certain media can enable this for their viewers and others less so. It's no cliche to say that medium is the message in this context. Native advertising in podcasting is proof that not all online advertising has to consist of bludgeoning ignoramuses over the head with colorful nonsense within the infinite scroll of their Facebook feed. It can be about legitimate respect for a brand and a brand's legitimate respect for it's engaged, targeted niche demographic. But at the current rate of things, the web will require another massive spree of innovation to fix the tragedies caused by Facebook and Google over the past 10+ years to ever reach this point.

douche 10y ago
Podcast advertising is really not the same as the ad networks on a blog or website. It's far more analogous to the advert spots that radio does. It doesn't even need to be particularly native advertising. I've listened to a bunch of ads on Dan Carlin's Hardcore History that are completely unrelated to the subject of the podcast.
- AndrewUnmuted 10y ago
  I believe you're mistaken. At the end of every Hardcore History episode, Dan Carlin recommends an Audible book related to that day's topic. It doesn't get more native than that. Also, the comment I was responding to was using YouTube ads as an example, which are temporally inserted, very similar to podcast and radio ads. When media consumption demands true engagement of both time and attention, the ad quality improves. Even the best niche digital video content on YouTube is too low-brow to offer a comparable experience to viewers. Again - the medium is the message.
  - douche 10y ago
    That might be. For some reason I was thinking he usually pumped squarespace or something like that at the end of episodes. It reminds me a lot of the spots that the local sports radio station uses

douche 10y ago

Podcast advertising is really not the same as the ad networks on a blog or website. It's far more analogous to the advert spots that radio does. It doesn't even need to be particularly native advertising. I've listened to a bunch of ads on Dan Carlin's Hardcore History that are completely unrelated to the subject of the podcast.

AndrewUnmuted 10y ago
I believe you're mistaken. At the end of every Hardcore History episode, Dan Carlin recommends an Audible book related to that day's topic. It doesn't get more native than that. Also, the comment I was responding to was using YouTube ads as an example, which are temporally inserted, very similar to podcast and radio ads. When media consumption demands true engagement of both time and attention, the ad quality improves. Even the best niche digital video content on YouTube is too low-brow to offer a comparable experience to viewers. Again - the medium is the message.
- douche 10y ago
  That might be. For some reason I was thinking he usually pumped squarespace or something like that at the end of episodes. It reminds me a lot of the spots that the local sports radio station uses