More than two dozen companies will present at the 2022 IAB Podcast Upfront when the annual event takes place virtually next month. The Interactive Advertising Bureau today (April 14) released its schedule for the podcast industry’s largest annual showcase for the ad community. The upfront allows producers to present new shows, offer some “first listens” of programs they are especially excited about, as well as preview what else they have in store for the coming months.
The IAB will also use the event to release its annual Podcast Ad Revenue report detailing how advertisers spent their money in the medium last year. The report is especially anticipated this year because it is expected to confirm that the industry crossed the $1 billion mark in revenue for the first time in 2021.
Eric John, VP of the IAB’s Media Center, says the upfront will give podcasters a shot at growing those numbers larger in 2022. "Podcast advertising is a billion-dollar industry, but there are still brands who have yet to fully embrace these advertising opportunities,” he said. “Podcasting dominates the audio marketplace and influences listeners, content creators, and advertisers alike, while also delivering great scale to brands across all vertical categories. Powered by a unique and intimate relationship between listener and host, podcasting provides a highly engaging and personalized ad-friendly environment that resonates with consumers and helps deliver high ROI for brands."
This year’s upfront theme is “Hear and Now” with actor and comedian Franchesca Ramsey serving as host. In addition to company presentations, the IAB will also feature panel discussions on the mainstreaming of podcasting and the power of the spoken word.
The event follows the online video-focused IAB NewFronts, which will run May 2-5 with a combination of in-person events in New York along with virtual events.
Similar to the podcast session, the IAB will release its annual Video Ad Spend report providing industry trends and projections for the digital video market from the buy-side on May 2. And on May 4, the IAB Inclusion Institute will present a series of panels and minority-owned media presentations aimed at accelerating ad spend and addressing accountability in DEI including within the creator community.
"As the media world continues its rapid digital intensification, the opportunities afforded by ad-supported streaming will invariably become richer and more satisfying for consumers and marketers alike,” said David Cohen, CEO of the IAB. “With streaming at the center of everything, we should be both energized by the possibilities and enthusiastic to rethink legacy practices around planning, activation, currency, measurement, creativity, and diversity."