Entercom’s acquisition strategy is solidifying its position as a leading force in podcasting and podcast advertising. Having acquired Cadence 13, a podcast network, and Pineapple Studios, which specializes in both original and branded content, Entercom is riding the “renaissance in the audio space,” according to Ken Lagana, evp of digital sales and strategy at Entercom.
“It started three to five years ago when Apple launched its non-deletable app and ‘Serial’ was launched,” Lagana told Beet.TV during an interview at Advertising Week. “That started a groundswell of interest in the podcast space.”
Growing interest and activity in podcasting has also brought on clutter. According to Lagana, there are hundreds of thousands of podcasts in the market, making it hard to break through. To cut through the noise, content producers have to “create different, innovative types of content, and we’re doing that at Entercom in leaps and bounds,” says Lagana.
Discovery may be challenging considering the amount of podcasts available, but Lagana says when listeners find a show they like, they latch on. As competition ramps up, that creates opportunity for brands and advertisers to get a piece of the growth. Lagana likens the current state of podcast advertising to where digital video advertising was 10 to 15 years ago.
“It’s open road in terms of who’s buying but in terms of why advertisers love it, and why we’re seeing brands jump in with both feet, is that level of engagement,” says Lagana. “It’s unrivaled with any other media platform.”
This video is part of a series of interviews conducted during Advertising Week New York, 2019. This series is co-production of Beet.TV and Advertising Week. The series is sponsored by Roundel, a Target company. Please see more videos from Advertising Week right here.