The Interactive Advertising Bureau will use the fall IAB Podcast Upfront as the foundation for a newly-expanded fall marketplace for digital advertisers. The four-day affair kicks off Sept. 9-10 with the 2021 IAB Podcast Upfront Fall, an invitation-only event for brand marketers and media buyers, previewing the latest in podcast programming and partnership opportunities from the most recognized names in audio.
The IAB says the list of podcast companies set to present their latest releases, products or insights into the growing medium includes Acast, Adonde Media, AdvertiseCast, The Atlantic, Cadence13, Chartable CNN, Kerning Cultures LAist Studios, NPR, Osiris Media Pineapple Street Studios, Podcorn, Podsights, Sony Music Entertainment, TransUnion, WarnerMedia, and Boston public radio station WBUR. The number of participants is likely to grow in the coming weeks.
“Podcasting is experiencing a golden age of creativity, fueling continued audience growth and tech investment,” said IAB Vice President Eric John. “At the same time, advertisers are seeking more scalable ways to engage these audiences, leveraging dynamic ad insertion, more agile messaging and reporting, all of which are helping to move the medium into the mainstream of digital advertising.”
As part of the event, the IAB will release its first-ever Audio Landscape report on Sept. 9. The trade group says it will include insights into audio consumption trends, ad spend patterns, plus an overview of evolving buying strategies, creative innovation, and measurement.
Audio may be the opener, but the IAB is also planning two other new day-long symposiums as part of its fall event. The first-ever IAB Fall Marketplace on Sept. 14 will be focused on digital video and connected television, with presentations from content providers and fireside chats with industry leaders. Companies set to showcase include A+E Networks, Canela Media, Facebook, Roku, and Samsung Ads. In addition, there will be panel discussions from Forbes, Fox News, NPR, Univision, and Vevo. During IAB Fall Marketplace, IAB will release the 2022 PwC Outlook report.
Then on Sept. 15, the for the first time the IAB Audience Connect event will convene voices in data, addressability, and privacy to solve specific business use cases and set the industry agenda for a cookie-less world.
“As we work to define the new industry normal, one thing is clear – the marketplace has been forever changed. It is dynamic, always-on and built on flexibility and agility,” said IAB Chief Executive David Cohen. “From our conversations with members, we believe that there is real value in connecting buyers and sellers more frequently to discuss changes in the marketplace and new opportunities.”
Nora Ali, CEO and co-founder of an upcoming new media venture, will host both the IAB Podcast Upfront Fall and Fall Marketplace. Ali was most recently anchor for Cheddar, a business and technology-focused news network, covering the latest innovations and technologies as the daily co-host of "Between Bells" and "Closing Bell."