I remember listening to an episode of Better Offline a buddy sent me and anyone who knows about Ed knows that basically half his crusade is against bad AI implementation/“slop”/etc. He’s broadly against the current LLM rush.
First ad when I fired up the podcast episode was yet aother injected ad for yet another AI agent company as generic as the rest. Literally the organizations he’s railing against and calling wasteful. It was clearly because he handed off the advertising to one of these injection services.
Sidebar: these ads tend to perform terribly. Actual ad reads by the host(s) are the only thing that lead to meaningful conversions in podcasts.
The biggest giveaway is when the ads are dropped in the middle of someone talking. Pretty much any hits that are manually added are led into by the hosts if it’s mid-show.
and if you've ever listened to one of Robert's (CZM executive producer and host of some of their flagships) other podcasts you might understand why companies don't want him doing ad reads.
Yes, but those are dynamic too: if you go back and download old episodes, for example, you'll get the current run of ads.
I’m not even against pre-recorded spots by whoever the sponsor is if that’s his deal though the conversion rate on those are not as good. It’s just the completely random ads that the podcaster(s) don’t even know are playing on their show. The entire reason advertising on podcasting was more effective in the 2010s and early 2020s was because there was a little more trust with their listeners, there’s a relationship at play even if it’s parasocial. If they were actively reading on air, I assumed that they vetted the company and it at least passed the smell test (though plenty sure didn’t, I would say the bar was a little higher than other media formats).
https://podcastindex.org/apps podcasting 2.0 app index.
It's not like the client app is inserting them.
I mean, I guess I can imagine an exceptionally-scummy podcast app, but that's not what we're talking about here.
It's just an mp3 file!
edit: I should point out that i pitched, to Apple, the ability to dynamically insert ads sometime around ipod 5th gen, 2005-2006, but not for podcasts, but for downloadable videos, like "last night's TV show". I'm sorry i did this. I don't mean i had the idea and said "hey this is an idea", i had the entire infrastructure documented, it was drop in and go. Whoops.
at a certain point, one has to ask themselves if whatever media they're ingesting is worth the scum.
DAI is a thing and my initial point several comments ago was that too many podcasts implement it, let advertisers drop their stuff in (not their own read), and never check what’s actually being run on their show. That’s all my point was about.
These ads are not just not baked into the audio file, they are legitimately a mystery to the people running the show sometimes. And I think that that’s kind of unconscionable tbh. Podcasts (especially early on) owe a lot of their success to the feeling of “authenticity,” they feel more personal and less “corporate” generally. Whether that’s reality or not we can of course debate, but it’s how audiences perceived them. The reason on air reads have been generally successful for podcasts is because of the trust between the podcast and the audience that has been built over time. This runs directly counter to it.