{"id":75,"date":"2015-10-21T16:29:09","date_gmt":"2015-10-21T21:29:09","guid":{"rendered":"https:\/\/my.vanderbilt.edu\/f2015\/?p=75"},"modified":"2015-10-21T16:32:32","modified_gmt":"2015-10-21T21:32:32","slug":"75","status":"publish","type":"post","link":"https:\/\/my.vanderbilt.edu\/f2015\/2015\/10\/75\/","title":{"rendered":"Advertising in Podcasts"},"content":{"rendered":"<p>Beginning around this time last year, I started listening to a lot of podcasts. While thinking about the role advertising plays in our daily lives, I decided to focus on the role advertising plays in podcasts. Podcasts are always episodic in nature like television or like chapters in a book, but the NPR podcast, <em>Serial<\/em>, changed the game by telling one serialized story over the course of a &#8220;season.&#8221; Thus, we can think of <em>Serial <\/em>as a similar comparison to how we think of Dickens&#8217;s work: one installment of a story at a time, surrounded by advertising.<\/p>\n<p>Verbal advertising is interesting in the ways it differs from visual advertising.\u00a0<span style=\"line-height: 24px\">Podcast advertising is more noticeably collaborative. <\/span>A lot of the podcasts I listen to involve the podcast host delivering the advertisement, often incorporating his\/her own thoughts about the product. NPR&#8217;s <em>Pop Culture Happy Hour <\/em>podcast even lets its listeners record the ads for them, which means its audience is incorporated into the overall product as well.\u00a0Also, because there are usually only 2-3 ads in an episode, the sponsorship aspect between the advertisers and the podcast is more obvious. Hosts often say something like, &#8220;Make sure you check out XYZ Product&#8217;s website and use the special promo code WOW1. They help keep the podcast free.&#8221;<\/p>\n<p>When the same ads become obviously present in every episode of a podcast, the ad itself gets somewhat incorporated into the identity of the podcast. There is an expectation to hear that ad, and if it&#8217;s not there, it can often feel like something is missing. We can see an example of this idea of advertising becoming integrated into the podcast&#8217;s identity in this Funny or Die parody of <em>Serial <\/em>with the mentions of MailChimp, one of <em>Serial<\/em>&#8216;s ad sponsors.<\/p>\n<p><iframe loading=\"lazy\" title=\"The Final Episode Of Serial\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/gww53yFfMnI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Beginning around this time last year, I started listening to a lot of podcasts. While thinking about the role advertising plays in our daily lives, I decided to focus on the role advertising plays in podcasts. Podcasts are always episodic &hellip; <a href=\"https:\/\/my.vanderbilt.edu\/f2015\/2015\/10\/75\/\">Continue reading <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":4395,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-75","post","type-post","status-publish","format-standard","hentry","category-news"],"_links":{"self":[{"href":"https:\/\/my.vanderbilt.edu\/f2015\/wp-json\/wp\/v2\/posts\/75","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/my.vanderbilt.edu\/f2015\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/my.vanderbilt.edu\/f2015\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/my.vanderbilt.edu\/f2015\/wp-json\/wp\/v2\/users\/4395"}],"replies":[{"embeddable":true,"href":"https:\/\/my.vanderbilt.edu\/f2015\/wp-json\/wp\/v2\/comments?post=75"}],"version-history":[{"count":4,"href":"https:\/\/my.vanderbilt.edu\/f2015\/wp-json\/wp\/v2\/posts\/75\/revisions"}],"predecessor-version":[{"id":78,"href":"https:\/\/my.vanderbilt.edu\/f2015\/wp-json\/wp\/v2\/posts\/75\/revisions\/78"}],"wp:attachment":[{"href":"https:\/\/my.vanderbilt.edu\/f2015\/wp-json\/wp\/v2\/media?parent=75"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/my.vanderbilt.edu\/f2015\/wp-json\/wp\/v2\/categories?post=75"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/my.vanderbilt.edu\/f2015\/wp-json\/wp\/v2\/tags?post=75"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}