The Interactive Advertising Bureau will bring podcasting into the spotlight next month when it hosts the 2024 IAB Podcast Upfront. The daylong event will give publishers a chance to show off their lineups and discuss new projects with brands, agencies and media buyers. The event will be held in New York on May 9 and feature the support of 18 different podcast companies. The IAB will also continue to offer a virtual option.
“Reflecting on nearly two decades of its evolution, podcasting stands as a dynamic medium, and IAB has been at the forefront bringing buyers and publishers together, fostering confidence and amplifying investment,” Matt Shapo, Director, Digital Audio and Video at the IAB, said in the announcement. “At this year’s IAB Podcast Upfront, we can expect presenters to highlight the latest monetization opportunities, technological advancements for brand safety and suitability, and showcase exciting new content.”
Companies taking part include Wondery, iHeartPodcasts, Acast, NPR, ESPN, Good Karma Brands, SiriusXM, Libsyn Ads, Paramount, Seekr, WNYC Studios, Pod Digital Media, Cumulus Podcast Network, Better Collective, The Daily Wire, Claritas, Sonoro Global Media, and YAP Media Network.
In addition to individual company presentations, the IAB Podcast Upfront will also feature panel discussions and the release of the trade group’s eighth annual IAB U.S. Podcast Advertising Revenue study, prepared for IAB by PricewaterhouseCoopers. The report quantifies the annual podcast advertising revenues generated over the past year and shows how podcast ad revenue has more than doubled since 2020.
“With captivating programming and a passionate listener base, podcasting has cemented itself as a driving force in the marketplace, engaging over 135 million Americans each month,” said David Cohen, Chief Executive Officer of the IAB. “There’s no better time for brands to stake their claim in both streaming audio and podcasting to help define the next era of growth.”
The 2024 IAB Podcast Upfront will be hosted by author Jenna Kutcher, who is also the host of The Goal Digger podcast, and entrepreneur Rachel Rodgers, who hosts the Hello Seven podcast. Both hosts’ podcasts can be found on the YAP Media Network.