The FCS YMC will explore the rise of podcasting – a nascent media platform whose name was coined by blending “iPod” and “broadcast" and didn’t catch on until 2004. Our panel of experts will discuss how the platform has grown so rapidly, why it’s attracting advertisers, what the future of podcasting looks like, and how financial brands can utilize podcast in a meaningful way.
Confirmed panelists include Yu Wong, Executive Director of Morgan Stanley's Digital Strategy, Gimlet Media co-founder and president Matt Lieber, and award-winning podcaster/journalist Aimee Keane from Financial Times.
Here's why financial marketers are paying attention:
- Podcast consumption grew 23% from 2015 and 2016, and now 21% of the US population listens to this medium.
- This on par with Twitter usage per month (21%), and way above Spotify streamers in the US (13%).
It should come as no surprise that the rising consumption of podcasting has captured the attention of brands and marketers – as another way to reach increasingly elusive audiences.
With some of the largest media brands creating financially focused podcasts, including The New York Times, The Wall Street Journal, and NPR, the opportunities for financial brands to advertise are on the rise. At the same time, there are concerns about the absence of tracking and performance data – a result of the fact that the majority of podcasts are streamed through Apple devices – a company committed to protecting user privacy and anonymity.
