Prognosticating About the 2nd Annual IAB Podcast Upfront -- Part 2

Tim Hanlon, Founder and CEO of The Vertere Group and pundit on emerging media and monetization strategies, believes the 2nd Annual (and now doubled-in-size) IAB Podcast Upfront on Sept. 7th is a watershed moment. “It really signals the gelling of a real audio advertising touchpoint for advertisers,” he says. “[It’s] the last piece in a broader digital audio ecosystem [along with digital linear streaming, simulcasts and music services] that completes the transformation of the historic linear radio experience into a modern-day relevant media format.” (Let's call it time-shifted audio.) From their opinions on “native” vs. dynamic ad insertion and programming trends (as detailed in Part 1 of this report) to attracting more revenue, I polled executives from some of the dozen presenting companies for their POV on monetizing and marketing podcasts.