The Podcast Promise: Topic Extraction for Monetization and Brand Targeting

Audio content is having a renaissance. Of course, commercial broadcast, internet, and satellite radio are still important media, but podcasts ? those episodic bites of content that cover every topic under the sun ? are exploding. By some estimates, at least a million podcasts are being produced every year, and they?re reaching eager listeners on every type of smart phone, tablet, and computer as well as smart cars and ?connected home? platforms. But it?s not only the volume of podcasts that?s exploding, it?s also the variety of the content.

With so much content geared to many varieties of audiences, podcast producers are starting to realize the staggering potential for monetization. And likewise, direct-to-consumer advertisers are seeing dollar signs through a nearly untapped medium that is reaching virtually every demographic. The problem with a typical podcast, however, is that it?s a (sometimes hours-long) block of unstructured information. Until now, extracting content from a podcast that can be exploited with targeted advertising has been difficult if not impossible, since it has required human listeners to go through the program and tag specific topics. Also, by their nature, news, sports, and general interest podcasts are not ?long-tail? content and typically have a short shelf life, which has made topic extraction even less worth the effort. But new AI technologies are changing that equation.? ? Linear radio programmers can also use this technology to find interesting topics to curate and repurpose into new podcasts that will create even more inventory to cater to their audiences.

In this presentation, we?ll describe how new AI technologies are smoothing the way for brands to connect to their core audiences and immediately experience an uplift in engagement and revenues. Likewise, AI engines are? enabling content owners to monetize valuable content, even programs that appeal to super-niche audiences. By creating a powerful, multivariate search index to specific topics mentioned in the podcast, the AI tools enable brands to zero in on exact points in the program in which their products are likely to get the biggest reception. Take for instance, a podcast on homeopathic medicine and a brand that offers a homeopathic remedy for a specific condition. When the podcast reaches a specific point where that condition is mentioned, the AI platform tags that point for the ad buy. In other words, AI can connect the brand with consumers in exactly the right time and place in the podcast.

This session will be rebroadcast on the?BEIT Express?channel?on May 15, 2020?at 12:30 a.m.?and 8:30 a.m.?EDT (UTC -4).

Ryan Steelberg | Veritone, Inc. | Costa Mesa, California, United States