{"version":"1.0.0","segments":[{"speaker":"Badr Milligan","startTime":0.0,"endTime":2.88,"body":"Hey everybody,"},{"speaker":"Badr Milligan","startTime":0.0,"endTime":2.88,"body":"welcome back to the JP show, a"},{"speaker":"Badr Milligan","startTime":2.88,"endTime":7.32,"body":"show with honest and practical"},{"speaker":"Badr Milligan","startTime":2.88,"endTime":7.32,"body":"advice for aspiring and veteran"},{"speaker":"Badr Milligan","startTime":7.32,"endTime":11.28,"body":"podcasters with the founders of"},{"speaker":"Badr Milligan","startTime":7.32,"endTime":11.28,"body":"the Jax podcasters united group"},{"speaker":"Badr Milligan","startTime":11.46,"endTime":14.82,"body":"like myself, your host, botter"},{"speaker":"Badr Milligan","startTime":11.46,"endTime":14.82,"body":"Milligan and my co host and co"},{"speaker":"Badr Milligan","startTime":14.82,"endTime":18.36,"body":"founder the jpu the amazing big"},{"speaker":"Badr Milligan","startTime":14.82,"endTime":18.36,"body":"brain, Blythe Brumleve, hey,"},{"speaker":"Badr Milligan","startTime":18.36,"endTime":21.56,"body":"Blythe, how you doing? Hello."},{"speaker":"Badr Milligan","startTime":18.36,"endTime":21.56,"body":"Hello. Doing great. Ready to"},{"speaker":"Badr Milligan","startTime":21.56,"endTime":25.1,"body":"talk about podcast ads and"},{"speaker":"Badr Milligan","startTime":21.56,"endTime":25.1,"body":"attentive effectiveness? All"},{"speaker":"Badr Milligan","startTime":25.1,"endTime":27.86,"body":"right, the alliteration is"},{"speaker":"Badr Milligan","startTime":25.1,"endTime":27.86,"body":"strong with this. Yes, I see."},{"speaker":"Badr Milligan","startTime":27.86,"endTime":30.98,"body":"And you know what? You jump the"},{"speaker":"Badr Milligan","startTime":27.86,"endTime":30.98,"body":"gun, but you're right. That's"},{"speaker":"Badr Milligan","startTime":30.98,"endTime":34.28,"body":"what we're talking about today."},{"speaker":"Badr Milligan","startTime":30.98,"endTime":34.28,"body":"Today is my turn, or this video,"},{"speaker":"Badr Milligan","startTime":34.28,"endTime":37.46,"body":"this topic is the one, is one"},{"speaker":"Badr Milligan","startTime":34.28,"endTime":37.46,"body":"that I brought to the table, and"},{"speaker":"Badr Milligan","startTime":37.46,"endTime":40.96,"body":"it's about podcast ads and how"},{"speaker":"Badr Milligan","startTime":37.46,"endTime":40.96,"body":"effective they are at"},{"speaker":"Badr Milligan","startTime":40.96,"endTime":45.94,"body":"maintaining the attentiveness,"},{"speaker":"Badr Milligan","startTime":40.96,"endTime":45.94,"body":"attentiveness of listeners. Here"},{"speaker":"Badr Milligan","startTime":45.94,"endTime":48.22,"body":"we go. Boom. It only took us"},{"speaker":"Badr Milligan","startTime":45.94,"endTime":48.22,"body":"four tries. All right, you guys"},{"speaker":"Badr Milligan","startTime":48.22,"endTime":51.1,"body":"won't see the other bloopers,"},{"speaker":"Badr Milligan","startTime":48.22,"endTime":51.1,"body":"but here we are. All right, so"},{"speaker":"Badr Milligan","startTime":51.16,"endTime":54.58,"body":"yeah, we're talking about"},{"speaker":"Badr Milligan","startTime":51.16,"endTime":54.58,"body":"podcast ads, which this sounds"},{"speaker":"Badr Milligan","startTime":54.58,"endTime":57.22,"body":"like a I don't know if it's an"},{"speaker":"Badr Milligan","startTime":54.58,"endTime":57.22,"body":"unconventional botter topic. I"},{"speaker":"Badr Milligan","startTime":57.22,"endTime":59.44,"body":"feel like, you know, this is"},{"speaker":"Badr Milligan","startTime":57.22,"endTime":59.44,"body":"kind of right up my alley, even"},{"speaker":"Badr Milligan","startTime":59.44,"endTime":62.58,"body":"though I think this is one you"},{"speaker":"Badr Milligan","startTime":59.44,"endTime":62.58,"body":"might expect from Blythe, but I"},{"speaker":"Badr Milligan","startTime":62.58,"endTime":65.22,"body":"decided to bring this one to the"},{"speaker":"Badr Milligan","startTime":62.58,"endTime":65.22,"body":"table because I saw an"},{"speaker":"Badr Milligan","startTime":65.28,"endTime":69.3,"body":"interesting headline in pod news"},{"speaker":"Badr Milligan","startTime":65.28,"endTime":69.3,"body":"earlier this week that said"},{"speaker":"Badr Milligan","startTime":69.3,"endTime":74.7,"body":"podcast ads generate nearly the"},{"speaker":"Badr Milligan","startTime":69.3,"endTime":74.7,"body":"same level of attentiveness as"},{"speaker":"Badr Milligan","startTime":74.7,"endTime":79.5,"body":"TV, and the hyperlink took me to"},{"speaker":"Badr Milligan","startTime":74.7,"endTime":79.5,"body":"this very robust"},{"speaker":"Badr Milligan","startTime":81.18,"endTime":86.18,"body":"survey and report from, I"},{"speaker":"Badr Milligan","startTime":81.18,"endTime":86.18,"body":"believe it is from the cumulus"},{"speaker":"Badr Milligan","startTime":86.18,"endTime":90.86,"body":"Media Group. They shared a"},{"speaker":"Badr Milligan","startTime":86.18,"endTime":90.86,"body":"report and their key findings"},{"speaker":"Badr Milligan","startTime":91.04,"endTime":94.76,"body":"from several attentiveness"},{"speaker":"Badr Milligan","startTime":91.04,"endTime":94.76,"body":"firms, which is something a new"},{"speaker":"Badr Milligan","startTime":94.76,"endTime":96.8,"body":"I learned. I guess there's a"},{"speaker":"Badr Milligan","startTime":94.76,"endTime":96.8,"body":"couple of firms out there in the"},{"speaker":"Badr Milligan","startTime":96.8,"endTime":101.62,"body":"world that test the quality of"},{"speaker":"Badr Milligan","startTime":96.8,"endTime":101.62,"body":"ads, that help advertisers"},{"speaker":"Badr Milligan","startTime":102.04,"endTime":104.98,"body":"understand if like, their ads"},{"speaker":"Badr Milligan","startTime":102.04,"endTime":104.98,"body":"and their their brands and these"},{"speaker":"Badr Milligan","startTime":104.98,"endTime":108.58,"body":"commercials that they make will"},{"speaker":"Badr Milligan","startTime":104.98,"endTime":108.58,"body":"actually be effective. So this"},{"speaker":"Badr Milligan","startTime":108.58,"endTime":113.26,"body":"is all about, you know, audio"},{"speaker":"Badr Milligan","startTime":108.58,"endTime":113.26,"body":"ads and attentiveness. So I want"},{"speaker":"Badr Milligan","startTime":113.26,"endTime":117.28,"body":"to share why and how it impacts"},{"speaker":"Badr Milligan","startTime":113.26,"endTime":117.28,"body":"or benefits podcasters. In"},{"speaker":"Badr Milligan","startTime":117.28,"endTime":123.48,"body":"short, audio ads are still a"},{"speaker":"Badr Milligan","startTime":117.28,"endTime":123.48,"body":"very viable and lucrative"},{"speaker":"Badr Milligan","startTime":123.54,"endTime":128.64,"body":"monetization strategy. They're"},{"speaker":"Badr Milligan","startTime":123.54,"endTime":128.64,"body":"also beneficial to advertisers"},{"speaker":"Badr Milligan","startTime":128.76,"endTime":132.12,"body":"because the audio format, and"},{"speaker":"Badr Milligan","startTime":128.76,"endTime":132.12,"body":"specifically podcasting"},{"speaker":"Badr Milligan","startTime":132.9,"endTime":136.56,"body":"listeners are more engaged and"},{"speaker":"Badr Milligan","startTime":132.9,"endTime":136.56,"body":"are more inclined to be more"},{"speaker":"Badr Milligan","startTime":136.56,"endTime":139.8,"body":"attentive during like the"},{"speaker":"Badr Milligan","startTime":136.56,"endTime":139.8,"body":"listening experience. And that's"},{"speaker":"Badr Milligan","startTime":139.8,"endTime":142.52,"body":"what this report for them. I"},{"speaker":"Badr Milligan","startTime":139.8,"endTime":142.52,"body":"mean, so very long report. I'm"},{"speaker":"Badr Milligan","startTime":142.52,"endTime":146.54,"body":"trying to dilute a lot of the"},{"speaker":"Badr Milligan","startTime":142.52,"endTime":146.54,"body":"findings and whatnot to a short"},{"speaker":"Badr Milligan","startTime":146.54,"endTime":150.08,"body":"and sweet YouTube video. So I'll"},{"speaker":"Badr Milligan","startTime":146.54,"endTime":150.08,"body":"just be sharing. I'm gonna have"},{"speaker":"Badr Milligan","startTime":150.08,"endTime":154.04,"body":"a link to the report in the in"},{"speaker":"Badr Milligan","startTime":150.08,"endTime":154.04,"body":"the show notes. You can check it"},{"speaker":"Badr Milligan","startTime":154.04,"endTime":156.32,"body":"out for yourself. I'm just gonna"},{"speaker":"Badr Milligan","startTime":154.04,"endTime":156.32,"body":"be sharing some of the key"},{"speaker":"Badr Milligan","startTime":156.32,"endTime":159.62,"body":"findings and things that kind of"},{"speaker":"Badr Milligan","startTime":156.32,"endTime":159.62,"body":"intrigued me. So there is a an"},{"speaker":"Badr Milligan","startTime":159.62,"endTime":162.52,"body":"attentiveness firm, which was"},{"speaker":"Badr Milligan","startTime":159.62,"endTime":162.52,"body":"new to me. There's a couple of"},{"speaker":"Badr Milligan","startTime":162.52,"endTime":166.96,"body":"those out there, and their job"},{"speaker":"Badr Milligan","startTime":162.52,"endTime":166.96,"body":"is to measure the quality of"},{"speaker":"Badr Milligan","startTime":166.96,"endTime":171.22,"body":"ads. So they study like, you"},{"speaker":"Badr Milligan","startTime":166.96,"endTime":171.22,"body":"know, how good an ad is for, you"},{"speaker":"Badr Milligan","startTime":171.22,"endTime":174.22,"body":"know, obviously for advertisers,"},{"speaker":"Badr Milligan","startTime":171.22,"endTime":174.22,"body":"for big companies and brands,"},{"speaker":"Badr Milligan","startTime":174.22,"endTime":176.62,"body":"are trying to figure out, hey,"},{"speaker":"Badr Milligan","startTime":174.22,"endTime":176.62,"body":"will this ad actually resonate"},{"speaker":"Badr Milligan","startTime":176.62,"endTime":179.26,"body":"with our target demo? Are they"},{"speaker":"Badr Milligan","startTime":176.62,"endTime":179.26,"body":"actually listening? Are they"},{"speaker":"Badr Milligan","startTime":179.26,"endTime":183.48,"body":"absorbing or memorizing?"},{"speaker":"Badr Milligan","startTime":179.26,"endTime":183.48,"body":"Memorizing the the content, are"},{"speaker":"Badr Milligan","startTime":183.48,"endTime":185.58,"body":"they getting it right? So"},{"speaker":"Badr Milligan","startTime":183.48,"endTime":185.58,"body":"there's a couple of firms out"},{"speaker":"Badr Milligan","startTime":185.58,"endTime":189.78,"body":"there that have done studies"},{"speaker":"Badr Milligan","startTime":185.58,"endTime":189.78,"body":"into, you know, how attentive"},{"speaker":"Badr Milligan","startTime":189.96,"endTime":193.08,"body":"listeners are depending on the"},{"speaker":"Badr Milligan","startTime":189.96,"endTime":193.08,"body":"medium. And what they found is"},{"speaker":"Badr Milligan","startTime":193.08,"endTime":194.82,"body":"that they found that $1,000"},{"speaker":"Badr Milligan","startTime":196.38,"endTime":202.04,"body":"of am FM radio ads require"},{"speaker":"Badr Milligan","startTime":196.38,"endTime":202.04,"body":"almost more than double that"},{"speaker":"Badr Milligan","startTime":202.52,"endTime":205.7,"body":"when it comes like Facebook ads"},{"speaker":"Badr Milligan","startTime":202.52,"endTime":205.7,"body":"achieving the same level of"},{"speaker":"Badr Milligan","startTime":205.7,"endTime":209.3,"body":"attention. So what they found"},{"speaker":"Badr Milligan","startTime":205.7,"endTime":209.3,"body":"was that audio platform generate"},{"speaker":"Badr Milligan","startTime":209.3,"endTime":213.08,"body":"nearly the same attentiveness as"},{"speaker":"Badr Milligan","startTime":209.3,"endTime":213.08,"body":"TV. So in short, you would be"},{"speaker":"Badr Milligan","startTime":213.08,"endTime":216.32,"body":"spending, you have to spend more"},{"speaker":"Badr Milligan","startTime":213.08,"endTime":216.32,"body":"money on digital ads that you"},{"speaker":"Badr Milligan","startTime":216.32,"endTime":220.24,"body":"know for Facebook, for Tiktok,"},{"speaker":"Badr Milligan","startTime":216.32,"endTime":220.24,"body":"versus running ads on an audio"},{"speaker":"Badr Milligan","startTime":220.24,"endTime":223.78,"body":"platform. They perform audio"},{"speaker":"Badr Milligan","startTime":220.24,"endTime":223.78,"body":"tends to perform better, just as"},{"speaker":"Badr Milligan","startTime":223.78,"endTime":227.86,"body":"well as TV. Running ads on TV,"},{"speaker":"Badr Milligan","startTime":223.78,"endTime":227.86,"body":"because the listenership is a"},{"speaker":"Badr Milligan","startTime":227.86,"endTime":230.44,"body":"little more tentative. They're"},{"speaker":"Badr Milligan","startTime":227.86,"endTime":230.44,"body":"listening they're absorbing more"},{"speaker":"Badr Milligan","startTime":230.98,"endTime":235.3,"body":"another interesting real quick."},{"speaker":"Badr Milligan","startTime":230.98,"endTime":235.3,"body":"Did they say if it was, you"},{"speaker":"Badr Milligan","startTime":235.3,"endTime":239.56,"body":"know, the like the auto inserted"},{"speaker":"Badr Milligan","startTime":235.3,"endTime":239.56,"body":"ads, or did they say if it was"},{"speaker":"Badr Milligan","startTime":239.56,"endTime":242.28,"body":"like, host red ads is they"},{"speaker":"Badr Milligan","startTime":239.56,"endTime":242.28,"body":"differentiate between the two"},{"speaker":"Badr Milligan","startTime":242.28,"endTime":245.34,"body":"different I think it was mainly"},{"speaker":"Badr Milligan","startTime":242.28,"endTime":245.34,"body":"host red ads. But I don't know"},{"speaker":"Badr Milligan","startTime":245.34,"endTime":248.04,"body":"if they differentiated to that"},{"speaker":"Badr Milligan","startTime":245.34,"endTime":248.04,"body":"core. I believe it's just, you"},{"speaker":"Badr Milligan","startTime":248.04,"endTime":250.98,"body":"know, host red ads. But they"},{"speaker":"Badr Milligan","startTime":248.04,"endTime":250.98,"body":"were saying it's part of, like,"},{"speaker":"Badr Milligan","startTime":250.98,"endTime":255.18,"body":"you know, it's part of the the"},{"speaker":"Badr Milligan","startTime":250.98,"endTime":255.18,"body":"podcast medium where trying to"},{"speaker":"Badr Milligan","startTime":255.18,"endTime":258.54,"body":"scroll through a bunch of notes."},{"speaker":"Badr Milligan","startTime":255.18,"endTime":258.54,"body":"But they're saying that"},{"speaker":"Badr Milligan","startTime":258.54,"endTime":262.4,"body":"listeners of podcasts that their"},{"speaker":"Badr Milligan","startTime":258.54,"endTime":262.4,"body":"top state is, what they're"},{"speaker":"Badr Milligan","startTime":262.4,"endTime":266.0,"body":"called, is a state of wanting to"},{"speaker":"Badr Milligan","startTime":262.4,"endTime":266.0,"body":"learn something new. So they"},{"speaker":"Badr Milligan","startTime":266.0,"endTime":269.0,"body":"lean into like, they pay"},{"speaker":"Badr Milligan","startTime":266.0,"endTime":269.0,"body":"attention. They're, they're"},{"speaker":"Badr Milligan","startTime":269.0,"endTime":271.88,"body":"looking for context. You know,"},{"speaker":"Badr Milligan","startTime":269.0,"endTime":271.88,"body":"they're there to learn, versus"},{"speaker":"Badr Milligan","startTime":272.12,"endTime":275.06,"body":"they say that music streaming"},{"speaker":"Badr Milligan","startTime":272.12,"endTime":275.06,"body":"services, the top need of the"},{"speaker":"Badr Milligan","startTime":275.06,"endTime":278.9,"body":"listener is to relax. So, you"},{"speaker":"Badr Milligan","startTime":275.06,"endTime":278.9,"body":"know, they call that like lean."},{"speaker":"Badr Milligan","startTime":278.96,"endTime":281.38,"body":"They're leaning back to the"},{"speaker":"Badr Milligan","startTime":278.96,"endTime":281.38,"body":"concept. So they're, you know,"},{"speaker":"Badr Milligan","startTime":281.38,"endTime":284.56,"body":"playing it in another room."},{"speaker":"Badr Milligan","startTime":281.38,"endTime":284.56,"body":"They're not as focused. They're"},{"speaker":"Badr Milligan","startTime":284.56,"endTime":287.68,"body":"there to relax, versus podcasts,"},{"speaker":"Badr Milligan","startTime":284.56,"endTime":287.68,"body":"where you're a little more"},{"speaker":"Badr Milligan","startTime":287.68,"endTime":291.16,"body":"attentive. So if an ad runs, not"},{"speaker":"Badr Milligan","startTime":287.68,"endTime":291.16,"body":"only they're saying that not"},{"speaker":"Badr Milligan","startTime":291.16,"endTime":291.58,"body":"only"},{"speaker":"Unknown","startTime":292.6,"endTime":295.66,"body":"are listeners less"},{"speaker":"Unknown","startTime":292.6,"endTime":295.66,"body":"liable to skip the ads, but"},{"speaker":"Unknown","startTime":295.66,"endTime":299.56,"body":"they're more liable to listen to"},{"speaker":"Unknown","startTime":295.66,"endTime":299.56,"body":"it, like take it in and"},{"speaker":"Unknown","startTime":299.56,"endTime":299.92,"body":"memorize."},{"speaker":"Blythe Brumleve","startTime":300.0,"endTime":303.6,"body":"Is it? Well, I"},{"speaker":"Blythe Brumleve","startTime":300.0,"endTime":303.6,"body":"think with with that and just"},{"speaker":"Blythe Brumleve","startTime":303.9,"endTime":306.78,"body":"sorry, just to interrupt, but I"},{"speaker":"Blythe Brumleve","startTime":303.9,"endTime":306.78,"body":"think with podcasting in"},{"speaker":"Blythe Brumleve","startTime":306.78,"endTime":311.4,"body":"particular, it's unique there"},{"speaker":"Blythe Brumleve","startTime":306.78,"endTime":311.4,"body":"where any other medium that you"},{"speaker":"Blythe Brumleve","startTime":311.4,"endTime":315.18,"body":"are, you know, engaging in, you"},{"speaker":"Blythe Brumleve","startTime":311.4,"endTime":315.18,"body":"have to watch it. You have to"},{"speaker":"Blythe Brumleve","startTime":315.18,"endTime":319.98,"body":"read it. With podcasting, it's"},{"speaker":"Blythe Brumleve","startTime":315.18,"endTime":319.98,"body":"very complimentary to your life."},{"speaker":"Blythe Brumleve","startTime":320.16,"endTime":323.24,"body":"You can be cooking, you could be"},{"speaker":"Blythe Brumleve","startTime":320.16,"endTime":323.24,"body":"cleaning, doing laundry,"},{"speaker":"Blythe Brumleve","startTime":323.24,"endTime":328.22,"body":"driving. So there's less likely,"},{"speaker":"Blythe Brumleve","startTime":323.24,"endTime":328.22,"body":"like, if I, if I start a podcast"},{"speaker":"Blythe Brumleve","startTime":328.22,"endTime":331.52,"body":"and I hear ads, I skip them. But"},{"speaker":"Blythe Brumleve","startTime":328.22,"endTime":331.52,"body":"if I'm in the middle of"},{"speaker":"Blythe Brumleve","startTime":331.52,"endTime":334.94,"body":"listening and I'm doing"},{"speaker":"Blythe Brumleve","startTime":331.52,"endTime":334.94,"body":"something, I'm not skipping"},{"speaker":"Blythe Brumleve","startTime":334.94,"endTime":338.3,"body":"those ads and I'm listening to"},{"speaker":"Blythe Brumleve","startTime":334.94,"endTime":338.3,"body":"them. So I think, you know, just"},{"speaker":"Blythe Brumleve","startTime":338.3,"endTime":341.56,"body":"to, I guess, to co sign, what"},{"speaker":"Blythe Brumleve","startTime":338.3,"endTime":341.56,"body":"that last data point, said,"},{"speaker":"Blythe Brumleve","startTime":342.22,"endTime":346.42,"body":"yeah. So there's also mention in"},{"speaker":"Blythe Brumleve","startTime":342.22,"endTime":346.42,"body":"this report that they make"},{"speaker":"Blythe Brumleve","startTime":346.42,"endTime":350.32,"body":"mention of this association of"},{"speaker":"Blythe Brumleve","startTime":346.42,"endTime":350.32,"body":"national advertisers, reveals"},{"speaker":"Blythe Brumleve","startTime":350.32,"endTime":353.08,"body":"our three state and I think it's"},{"speaker":"Blythe Brumleve","startTime":350.32,"endTime":353.08,"body":"to your point here. But the"},{"speaker":"Blythe Brumleve","startTime":353.56,"endTime":357.34,"body":"association national"},{"speaker":"Blythe Brumleve","startTime":353.56,"endTime":357.34,"body":"advertisers, they outline three"},{"speaker":"Blythe Brumleve","startTime":357.34,"endTime":360.1,"body":"stages of what they define as"},{"speaker":"Blythe Brumleve","startTime":357.34,"endTime":360.1,"body":"the attention pathway. There's"},{"speaker":"Blythe Brumleve","startTime":360.1,"endTime":362.16,"body":"get noticed where you're just"},{"speaker":"Blythe Brumleve","startTime":360.1,"endTime":362.16,"body":"noticing the ad. Oh, I'm"},{"speaker":"Blythe Brumleve","startTime":362.16,"endTime":365.76,"body":"listening to an ad. Hold"},{"speaker":"Blythe Brumleve","startTime":362.16,"endTime":365.76,"body":"attention, you know. Okay, now"},{"speaker":"Blythe Brumleve","startTime":365.76,"endTime":368.76,"body":"I'm focusing. What is this"},{"speaker":"Blythe Brumleve","startTime":365.76,"endTime":368.76,"body":"about? And the last path is"},{"speaker":"Blythe Brumleve","startTime":368.82,"endTime":372.06,"body":"impact memory, which reads, uh,"},{"speaker":"Blythe Brumleve","startTime":368.82,"endTime":372.06,"body":"well, if attention now is sure,"},{"speaker":"Blythe Brumleve","startTime":372.06,"endTime":375.12,"body":"the creative must deliver a"},{"speaker":"Blythe Brumleve","startTime":372.06,"endTime":375.12,"body":"brand message that affects the"},{"speaker":"Blythe Brumleve","startTime":375.12,"endTime":378.06,"body":"short or long term memory of the"},{"speaker":"Blythe Brumleve","startTime":375.12,"endTime":378.06,"body":"person paying attention to the"},{"speaker":"Blythe Brumleve","startTime":378.06,"endTime":383.06,"body":"ad. So in short, if you can if"},{"speaker":"Blythe Brumleve","startTime":378.06,"endTime":383.06,"body":"you can capture, if you can hit"},{"speaker":"Blythe Brumleve","startTime":383.06,"endTime":386.12,"body":"those three paths, for a"},{"speaker":"Blythe Brumleve","startTime":383.06,"endTime":386.12,"body":"listener, you know, the better"},{"speaker":"Blythe Brumleve","startTime":386.12,"endTime":390.32,"body":"that they're retaining or that"},{"speaker":"Blythe Brumleve","startTime":386.12,"endTime":390.32,"body":"ad is having an impact on them."},{"speaker":"Blythe Brumleve","startTime":390.68,"endTime":392.48,"body":"So I guess, and"},{"speaker":"Unknown","startTime":393.68,"endTime":395.96,"body":"diluting this down to"},{"speaker":"Unknown","startTime":393.68,"endTime":395.96,"body":"the most basic, what I'm trying"},{"speaker":"Unknown","startTime":395.96,"endTime":401.02,"body":"to get at is that the podcast"},{"speaker":"Unknown","startTime":395.96,"endTime":401.02,"body":"format is more geared toward you"},{"speaker":"Unknown","startTime":401.02,"endTime":404.08,"body":"have more attentive listeners."},{"speaker":"Unknown","startTime":401.02,"endTime":404.08,"body":"So running an ad is more"},{"speaker":"Unknown","startTime":404.08,"endTime":407.62,"body":"effective because it's part of"},{"speaker":"Unknown","startTime":404.08,"endTime":407.62,"body":"the nature of podcast listeners,"},{"speaker":"Unknown","startTime":408.4,"endTime":411.88,"body":"if you know, versus running an"},{"speaker":"Unknown","startTime":408.4,"endTime":411.88,"body":"ad on, say, like Facebook or"},{"speaker":"Unknown","startTime":411.88,"endTime":415.06,"body":"Reddit there, and I've got the"},{"speaker":"Unknown","startTime":411.88,"endTime":415.06,"body":"chart in our show notes here,"},{"speaker":"Unknown","startTime":415.06,"endTime":417.64,"body":"like I said, I'm gonna share the"},{"speaker":"Unknown","startTime":415.06,"endTime":417.64,"body":"link to the study in the show"},{"speaker":"Unknown","startTime":417.64,"endTime":420.9,"body":"notes itself, and you can see"},{"speaker":"Unknown","startTime":417.64,"endTime":420.9,"body":"all the graphs and charts. But I"},{"speaker":"Unknown","startTime":420.96,"endTime":425.16,"body":"found it pretty crazy that for"},{"speaker":"Unknown","startTime":420.96,"endTime":425.16,"body":"the same amount of money"},{"speaker":"Unknown","startTime":426.54,"endTime":429.96,"body":"to achieve the same"},{"speaker":"Unknown","startTime":426.54,"endTime":429.96,"body":"attentiveness of $1,000 in am FM"},{"speaker":"Unknown","startTime":429.96,"endTime":431.22,"body":"radio, $26,000.35"},{"speaker":"Unknown","startTime":433.32,"endTime":437.58,"body":"you know, 2635 would need to be"},{"speaker":"Unknown","startTime":433.32,"endTime":437.58,"body":"spent on Facebook. And then, you"},{"speaker":"Unknown","startTime":437.58,"endTime":439.92,"body":"know, Reddit is right up there,"},{"speaker":"Unknown","startTime":437.58,"endTime":439.92,"body":"LinkedIn is right up there. So"},{"speaker":"Unknown","startTime":439.92,"endTime":443.3,"body":"the more digital. You know, on"},{"speaker":"Unknown","startTime":439.92,"endTime":443.3,"body":"these platforms where the goal"},{"speaker":"Unknown","startTime":443.3,"endTime":447.26,"body":"isn't so much to be attentive"},{"speaker":"Unknown","startTime":443.3,"endTime":447.26,"body":"or, you know, you're trying to"},{"speaker":"Unknown","startTime":447.26,"endTime":450.68,"body":"learn something new, your"},{"speaker":"Unknown","startTime":447.26,"endTime":450.68,"body":"advertiser having to spend more"},{"speaker":"Unknown","startTime":450.68,"endTime":455.0,"body":"money to achieve the same"},{"speaker":"Unknown","startTime":450.68,"endTime":455.0,"body":"effectiveness as am FM radio,"},{"speaker":"Unknown","startTime":455.0,"endTime":459.92,"body":"these very primarily audio"},{"speaker":"Unknown","startTime":455.0,"endTime":459.92,"body":"focused formats. That makes"},{"speaker":"Unknown","startTime":459.92,"endTime":463.66,"body":"sense, because when you're on"},{"speaker":"Unknown","startTime":459.92,"endTime":463.66,"body":"social media, the ads interrupt"},{"speaker":"Unknown","startTime":463.66,"endTime":467.98,"body":"your experience. Like, I have"},{"speaker":"Unknown","startTime":463.66,"endTime":467.98,"body":"loved Tik Tok since it kind of"},{"speaker":"Unknown","startTime":467.98,"endTime":473.32,"body":"blew up during, you know, 2020"},{"speaker":"Unknown","startTime":467.98,"endTime":473.32,"body":"but now so many ads are on that"},{"speaker":"Unknown","startTime":473.32,"endTime":477.64,"body":"platform, and they try all these"},{"speaker":"Unknown","startTime":473.32,"endTime":477.64,"body":"different ways to to make you"},{"speaker":"Unknown","startTime":477.64,"endTime":481.68,"body":"watch these ads, and it's an"},{"speaker":"Unknown","startTime":477.64,"endTime":481.68,"body":"instant skip for me. So say, you"},{"speaker":"Unknown","startTime":481.68,"endTime":484.2,"body":"know, for example, you know, I'm"},{"speaker":"Unknown","startTime":481.68,"endTime":484.2,"body":"watching a video that I really"},{"speaker":"Unknown","startTime":484.2,"endTime":488.7,"body":"enjoy. It gets to like the last"},{"speaker":"Unknown","startTime":484.2,"endTime":488.7,"body":"couple of seconds. Tiktok now"},{"speaker":"Unknown","startTime":488.7,"endTime":492.6,"body":"will automatically play an ad"},{"speaker":"Unknown","startTime":488.7,"endTime":492.6,"body":"and just swipe up for me to an"},{"speaker":"Unknown","startTime":492.6,"endTime":496.32,"body":"ad when I'm still trying to"},{"speaker":"Unknown","startTime":492.6,"endTime":496.32,"body":"like, watch that video or hear"},{"speaker":"Unknown","startTime":496.32,"endTime":501.2,"body":"it even on the loop. And so I"},{"speaker":"Unknown","startTime":496.32,"endTime":501.2,"body":"cannot stand that. And so for"},{"speaker":"Unknown","startTime":501.2,"endTime":504.62,"body":"social media, I think it's, it's"},{"speaker":"Unknown","startTime":501.2,"endTime":504.62,"body":"more about interrupting your"},{"speaker":"Unknown","startTime":504.62,"endTime":509.42,"body":"audience, whereas in podcasting"},{"speaker":"Unknown","startTime":504.62,"endTime":509.42,"body":"or audio formats, you are almost"},{"speaker":"Unknown","startTime":509.42,"endTime":513.86,"body":"complimenting the experience."},{"speaker":"Unknown","startTime":509.42,"endTime":513.86,"body":"And so I think it kind of, you"},{"speaker":"Unknown","startTime":513.86,"endTime":516.14,"body":"know, maybe the the big"},{"speaker":"Unknown","startTime":513.86,"endTime":516.14,"body":"takeaway, because I just"},{"speaker":"Unknown","startTime":516.14,"endTime":519.56,"body":"actually wrote, um, wrote this"},{"speaker":"Unknown","startTime":516.14,"endTime":519.56,"body":"down because I'm looking at to"},{"speaker":"Unknown","startTime":519.86,"endTime":524.02,"body":"re record my ads, like I had the"},{"speaker":"Unknown","startTime":519.86,"endTime":524.02,"body":"same ads in my show for a while"},{"speaker":"Unknown","startTime":524.02,"endTime":527.08,"body":"now, but I really like that"},{"speaker":"Unknown","startTime":524.02,"endTime":527.08,"body":"takeaway that you said that"},{"speaker":"Unknown","startTime":528.22,"endTime":532.54,"body":"ads that help people learn and"},{"speaker":"Unknown","startTime":528.22,"endTime":532.54,"body":"adding in. And so my light bulb"},{"speaker":"Unknown","startTime":532.54,"endTime":535.6,"body":"just went off like, oh, instead"},{"speaker":"Unknown","startTime":532.54,"endTime":535.6,"body":"of, you know, just talking about"},{"speaker":"Unknown","startTime":535.6,"endTime":540.24,"body":"someone's software, someone's"},{"speaker":"Unknown","startTime":535.6,"endTime":540.24,"body":"service, I can start off with a"},{"speaker":"Unknown","startTime":540.24,"endTime":544.68,"body":"fun fact, or some kind of fact"},{"speaker":"Unknown","startTime":540.24,"endTime":544.68,"body":"that helps draw that person in"},{"speaker":"Unknown","startTime":544.8,"endTime":548.04,"body":"so that they continue listening"},{"speaker":"Unknown","startTime":544.8,"endTime":548.04,"body":"to that ad and continue"},{"speaker":"Unknown","startTime":548.04,"endTime":552.18,"body":"listening to the show. I think"},{"speaker":"Unknown","startTime":548.04,"endTime":552.18,"body":"there's like a level of like"},{"speaker":"Unknown","startTime":552.18,"endTime":555.54,"body":"saturation where you kind of"},{"speaker":"Unknown","startTime":552.18,"endTime":555.54,"body":"want to be conscious of because"},{"speaker":"Unknown","startTime":555.54,"endTime":557.82,"body":"this other report that you"},{"speaker":"Unknown","startTime":555.54,"endTime":557.82,"body":"brought up, I don't know if you"},{"speaker":"Unknown","startTime":557.82,"endTime":561.62,"body":"want to bring it up later on,"},{"speaker":"Unknown","startTime":557.82,"endTime":561.62,"body":"but the hottest scribe report"},{"speaker":"Unknown","startTime":562.04,"endTime":566.48,"body":"they were talking about how ad"},{"speaker":"Unknown","startTime":562.04,"endTime":566.48,"body":"stacking and high frequency,"},{"speaker":"Unknown","startTime":567.02,"endTime":569.96,"body":"which is campaigns with AD"},{"speaker":"Unknown","startTime":567.02,"endTime":569.96,"body":"stacking, such as double spotted"},{"speaker":"Unknown","startTime":569.96,"endTime":574.34,"body":"ads, or a high frequency of 15"},{"speaker":"Unknown","startTime":569.96,"endTime":574.34,"body":"plus ads per listener, which is"},{"speaker":"Unknown","startTime":574.34,"endTime":578.48,"body":"nuts. Imagine 15 ads in a"},{"speaker":"Unknown","startTime":574.34,"endTime":578.48,"body":"podcast. That's crazy, but they"},{"speaker":"Unknown","startTime":578.48,"endTime":582.22,"body":"say the show severely diminished"},{"speaker":"Unknown","startTime":578.48,"endTime":582.22,"body":"the performance. This suggests"},{"speaker":"Unknown","startTime":582.22,"endTime":585.7,"body":"that a saturation point where"},{"speaker":"Unknown","startTime":582.22,"endTime":585.7,"body":"too many ads can negatively"},{"speaker":"Unknown","startTime":585.7,"endTime":588.82,"body":"impact effectiveness. You know,"},{"speaker":"Unknown","startTime":585.7,"endTime":588.82,"body":"it's kind of like, take it with"},{"speaker":"Unknown","startTime":588.88,"endTime":591.34,"body":"a grain of salt that, like"},{"speaker":"Unknown","startTime":588.88,"endTime":591.34,"body":"podcast listeners are listening"},{"speaker":"Unknown","startTime":591.34,"endTime":594.04,"body":"to your ads, but don't overdo"},{"speaker":"Unknown","startTime":591.34,"endTime":594.04,"body":"it, like there's a there's a"},{"speaker":"Unknown","startTime":594.04,"endTime":596.44,"body":"breaking point. Do you have,"},{"speaker":"Unknown","startTime":594.04,"endTime":596.44,"body":"like, a breaking point, I think,"},{"speaker":"Unknown","startTime":596.44,"endTime":599.44,"body":"for for ads and the shows you"},{"speaker":"Unknown","startTime":596.44,"endTime":599.44,"body":"listen to? Yeah."},{"speaker":"Unknown","startTime":600.0,"endTime":603.36,"body":"I if I did, I probably wouldn't"},{"speaker":"Unknown","startTime":600.0,"endTime":603.36,"body":"be listening to the my two"},{"speaker":"Unknown","startTime":603.36,"endTime":606.24,"body":"primary ones. One of my favorite"},{"speaker":"Unknown","startTime":603.36,"endTime":606.24,"body":"podcasts to listen to is the"},{"speaker":"Unknown","startTime":606.24,"endTime":610.08,"body":"quest Love Supreme podcast, by"},{"speaker":"Unknown","startTime":606.24,"endTime":610.08,"body":"far, one of my absolute favorite"},{"speaker":"Unknown","startTime":610.08,"endTime":611.22,"body":"shows. But"},{"speaker":"Unknown","startTime":612.24,"endTime":616.68,"body":"what kills me is the amount of"},{"speaker":"Unknown","startTime":612.24,"endTime":616.68,"body":"ads they have and how long they"},{"speaker":"Unknown","startTime":616.68,"endTime":620.66,"body":"run. It's so much so that I it's"},{"speaker":"Unknown","startTime":616.68,"endTime":620.66,"body":"a muscle reflex, like, I know,"},{"speaker":"Unknown","startTime":620.66,"endTime":623.66,"body":"you know, I've got to hit it."},{"speaker":"Unknown","startTime":620.66,"endTime":623.66,"body":"You know, the 15 the Fast"},{"speaker":"Unknown","startTime":623.66,"endTime":626.84,"body":"Forward 15 seconds, like, you"},{"speaker":"Unknown","startTime":623.66,"endTime":626.84,"body":"know, eight times or nine."},{"speaker":"Unknown","startTime":626.84,"endTime":629.48,"body":"Sometimes it's like nine. Other"},{"speaker":"Unknown","startTime":626.84,"endTime":629.48,"body":"times, it's like 12, depending"},{"speaker":"Unknown","startTime":629.48,"endTime":633.8,"body":"on but they just have it placed,"},{"speaker":"Unknown","startTime":629.48,"endTime":633.8,"body":"and it just so much they'll run"},{"speaker":"Unknown","startTime":633.8,"endTime":637.04,"body":"like, four, five ads back to"},{"speaker":"Unknown","startTime":633.8,"endTime":637.04,"body":"back. It equates out to, like, a"},{"speaker":"Unknown","startTime":637.04,"endTime":639.62,"body":"minute and a half. I know"},{"speaker":"Unknown","startTime":637.04,"endTime":639.62,"body":"there's a minute and a half."},{"speaker":"Unknown","startTime":639.62,"endTime":641.92,"body":"It's actually not bad for a"},{"speaker":"Unknown","startTime":639.62,"endTime":641.92,"body":"minute and a half to have four"},{"speaker":"Unknown","startTime":641.92,"endTime":645.16,"body":"ads. It's just that. It's stuff"},{"speaker":"Unknown","startTime":641.92,"endTime":645.16,"body":"that, like, I don't, I don't"},{"speaker":"Unknown","startTime":645.16,"endTime":647.92,"body":"need, or I already have. They"},{"speaker":"Unknown","startTime":645.16,"endTime":647.92,"body":"do, like, Airbnb ads. It's like,"},{"speaker":"Unknown","startTime":647.92,"endTime":650.2,"body":"alright, I already either. And"},{"speaker":"Unknown","startTime":647.92,"endTime":650.2,"body":"they, sometimes they have Hotel"},{"speaker":"Unknown","startTime":650.2,"endTime":652.84,"body":"Ads, you know, I'm like, Okay, I"},{"speaker":"Unknown","startTime":650.2,"endTime":652.84,"body":"don't need this particular hotel"},{"speaker":"Unknown","startTime":652.84,"endTime":656.44,"body":"right now. They'll have ads for,"},{"speaker":"Unknown","startTime":652.84,"endTime":656.44,"body":"you know, Florida, blue"},{"speaker":"Unknown","startTime":656.44,"endTime":658.96,"body":"insurance, you know, I'm like, I"},{"speaker":"Unknown","startTime":656.44,"endTime":658.96,"body":"definitely don't need that. So"},{"speaker":"Unknown","startTime":658.96,"endTime":662.52,"body":"they just taking checks from"},{"speaker":"Unknown","startTime":658.96,"endTime":662.52,"body":"anybody. That's which it feels"},{"speaker":"Unknown","startTime":662.52,"endTime":665.94,"body":"like it, but no fault. But I"},{"speaker":"Unknown","startTime":662.52,"endTime":665.94,"body":"think maybe they should take a"},{"speaker":"Unknown","startTime":665.94,"endTime":669.72,"body":"different approach. Look it,"},{"speaker":"Unknown","startTime":665.94,"endTime":669.72,"body":"look it ain't broke, and I guess"},{"speaker":"Unknown","startTime":669.72,"endTime":673.98,"body":"it's been working out for them"},{"speaker":"Unknown","startTime":669.72,"endTime":673.98,"body":"because you've skipped ads. Is"},{"speaker":"Unknown","startTime":673.98,"endTime":676.62,"body":"it because I'm still listening"},{"speaker":"Unknown","startTime":673.98,"endTime":676.62,"body":"every week, like, you know,"},{"speaker":"Unknown","startTime":676.62,"endTime":680.18,"body":"religiously. But I think, to go"},{"speaker":"Unknown","startTime":676.62,"endTime":680.18,"body":"back to this, I found it"},{"speaker":"Unknown","startTime":680.18,"endTime":685.34,"body":"interesting that there are firms"},{"speaker":"Unknown","startTime":680.18,"endTime":685.34,"body":"that specifically measure"},{"speaker":"Unknown","startTime":685.4,"endTime":688.88,"body":"attentiveness, you know, like we"},{"speaker":"Unknown","startTime":685.4,"endTime":688.88,"body":"talk about, you know, I don't"},{"speaker":"Unknown","startTime":688.88,"endTime":691.28,"body":"think that's something that we"},{"speaker":"Unknown","startTime":688.88,"endTime":691.28,"body":"brought up ourselves. We talk"},{"speaker":"Unknown","startTime":691.28,"endTime":694.88,"body":"about the importance of like,"},{"speaker":"Unknown","startTime":691.28,"endTime":694.88,"body":"you know, running ads, whether"},{"speaker":"Unknown","startTime":694.88,"endTime":698.36,"body":"they be host read or dynamically"},{"speaker":"Unknown","startTime":694.88,"endTime":698.36,"body":"inserted into podcasts, as being"},{"speaker":"Unknown","startTime":698.36,"endTime":701.98,"body":"a viable monetization strategy."},{"speaker":"Unknown","startTime":698.36,"endTime":701.98,"body":"You know, getting ads. Did they"},{"speaker":"Unknown","startTime":701.98,"endTime":705.4,"body":"say the methodology of how they"},{"speaker":"Unknown","startTime":701.98,"endTime":705.4,"body":"determined that? Like, are they"},{"speaker":"Unknown","startTime":705.4,"endTime":707.8,"body":"studying? Yeah, actually, yes,"},{"speaker":"Unknown","startTime":705.4,"endTime":707.8,"body":"yeah, yeah. So Adelaide,"},{"speaker":"Unknown","startTime":707.8,"endTime":711.46,"body":"Adelaide, hopefully I'm saying"},{"speaker":"Unknown","startTime":707.8,"endTime":711.46,"body":"that, right? They actually have"},{"speaker":"Unknown","startTime":711.46,"endTime":714.82,"body":"a measurement of for"},{"speaker":"Unknown","startTime":711.46,"endTime":714.82,"body":"attentiveness. It's called the"},{"speaker":"Unknown","startTime":714.82,"endTime":720.66,"body":"AU metric, which measures"},{"speaker":"Unknown","startTime":714.82,"endTime":720.66,"body":"attentiveness. I'll see if I can"},{"speaker":"Unknown","startTime":720.66,"endTime":721.32,"body":"find"},{"speaker":"Unknown","startTime":722.88,"endTime":728.94,"body":"the fake ESPN. So AU, our"},{"speaker":"Unknown","startTime":722.88,"endTime":728.94,"body":"status. It says Adelaide."},{"speaker":"Unknown","startTime":729.06,"endTime":733.74,"body":"Adelaide helps marketers move"},{"speaker":"Unknown","startTime":729.06,"endTime":733.74,"body":"beyond viewability with AU, the"},{"speaker":"Unknown","startTime":733.74,"endTime":737.16,"body":"first omni channel attention"},{"speaker":"Unknown","startTime":733.74,"endTime":737.16,"body":"metric that increases the"},{"speaker":"Unknown","startTime":737.16,"endTime":740.96,"body":"transparency of media quality."},{"speaker":"Unknown","startTime":737.16,"endTime":740.96,"body":"So, you know, they actually"},{"speaker":"Unknown","startTime":740.96,"endTime":743.42,"body":"found a way to, I guess, I don't"},{"speaker":"Unknown","startTime":740.96,"endTime":743.42,"body":"know if it's scientifically"},{"speaker":"Unknown","startTime":743.42,"endTime":746.84,"body":"backed, but a way to measure"},{"speaker":"Unknown","startTime":743.42,"endTime":746.84,"body":"marketing speak, to be honest,"},{"speaker":"Unknown","startTime":747.14,"endTime":750.38,"body":"it kind of does. But look, I"},{"speaker":"Unknown","startTime":747.14,"endTime":750.38,"body":"mean, I would like to know how,"},{"speaker":"Unknown","startTime":750.38,"endTime":753.44,"body":"how are they doing this? Are"},{"speaker":"Unknown","startTime":750.38,"endTime":753.44,"body":"they measuring, like, fast"},{"speaker":"Unknown","startTime":753.44,"endTime":757.58,"body":"forward, how can you possibly do"},{"speaker":"Unknown","startTime":753.44,"endTime":757.58,"body":"that in an audio file, unless"},{"speaker":"Unknown","startTime":757.58,"endTime":762.58,"body":"you are actively like, watching"},{"speaker":"Unknown","startTime":757.58,"endTime":762.58,"body":"somebody listened to a show and"},{"speaker":"Unknown","startTime":762.58,"endTime":767.02,"body":"then, or maybe you immediately"},{"speaker":"Unknown","startTime":762.58,"endTime":767.02,"body":"afterwards, like, poll. I think"},{"speaker":"Unknown","startTime":767.02,"endTime":770.74,"body":"they, I think the only way to do"},{"speaker":"Unknown","startTime":767.02,"endTime":770.74,"body":"it, I think the report does"},{"speaker":"Unknown","startTime":770.74,"endTime":773.92,"body":"bring up, you know, that they"},{"speaker":"Unknown","startTime":770.74,"endTime":773.92,"body":"are testing it on, you know,"},{"speaker":"Unknown","startTime":774.82,"endTime":777.52,"body":"test subject sounds weird, but I"},{"speaker":"Unknown","startTime":774.82,"endTime":777.52,"body":"can't think of the other word."},{"speaker":"Unknown","startTime":777.52,"endTime":780.16,"body":"But they're testing on people"},{"speaker":"Unknown","startTime":777.52,"endTime":780.16,"body":"to, like, see if they retain"},{"speaker":"Unknown","startTime":780.4,"endTime":783.66,"body":"what ad was played? Did they"},{"speaker":"Unknown","startTime":780.4,"endTime":783.66,"body":"remember it? And, I mean, that's"},{"speaker":"Unknown","startTime":783.66,"endTime":789.54,"body":"kind of the gist of this report."},{"speaker":"Unknown","startTime":783.66,"endTime":789.54,"body":"Is that audio format retains"},{"speaker":"Unknown","startTime":789.54,"endTime":795.3,"body":"more attention than, say, like,"},{"speaker":"Unknown","startTime":789.54,"endTime":795.3,"body":"you know, a digital ad or and"},{"speaker":"Unknown","startTime":795.3,"endTime":798.96,"body":"their other point too was that"},{"speaker":"Unknown","startTime":795.3,"endTime":798.96,"body":"the myth of you need video and"},{"speaker":"Unknown","startTime":798.96,"endTime":804.08,"body":"sound, and, you know, whatever"},{"speaker":"Unknown","startTime":798.96,"endTime":804.08,"body":"visual cues for ads to be"},{"speaker":"Unknown","startTime":804.08,"endTime":808.58,"body":"effective isn't necessarily the"},{"speaker":"Unknown","startTime":804.08,"endTime":808.58,"body":"case that audio is a strong"},{"speaker":"Unknown","startTime":809.0,"endTime":814.34,"body":"platform in media for or medium"},{"speaker":"Unknown","startTime":809.0,"endTime":814.34,"body":"for ads to be absorbed and for"},{"speaker":"Unknown","startTime":814.34,"endTime":818.24,"body":"listeners to pay attention to"},{"speaker":"Unknown","startTime":814.34,"endTime":818.24,"body":"what you're trying to sell. So I"},{"speaker":"Unknown","startTime":818.24,"endTime":821.08,"body":"bring that up and I share this,"},{"speaker":"Unknown","startTime":818.24,"endTime":821.08,"body":"and once again, it's a very"},{"speaker":"Unknown","startTime":821.08,"endTime":823.84,"body":"robust report. It'll be linked"},{"speaker":"Unknown","startTime":821.08,"endTime":823.84,"body":"in the show notes. There's even"},{"speaker":"Unknown","startTime":823.84,"endTime":828.82,"body":"a really helpful 30 minute, not"},{"speaker":"Unknown","startTime":823.84,"endTime":828.82,"body":"30 minute, 13 minute video,"},{"speaker":"Unknown","startTime":828.82,"endTime":831.64,"body":"where they just specifically"},{"speaker":"Unknown","startTime":828.82,"endTime":831.64,"body":"talk about the key findings."},{"speaker":"Unknown","startTime":831.64,"endTime":835.96,"body":"Once again, that's from the"},{"speaker":"Unknown","startTime":831.64,"endTime":835.96,"body":"cumulus media group that has"},{"speaker":"Unknown","startTime":835.96,"endTime":839.32,"body":"done this, media attentiveness"},{"speaker":"Unknown","startTime":835.96,"endTime":839.32,"body":"and ad skipping. Report, which,"},{"speaker":"Unknown","startTime":839.38,"endTime":843.78,"body":"yes, would one audio active"},{"speaker":"Unknown","startTime":839.38,"endTime":843.78,"body":"group, which is wondering, super"},{"speaker":"Unknown","startTime":843.78,"endTime":847.92,"body":"nerdy, you know, podcasting"},{"speaker":"Unknown","startTime":843.78,"endTime":847.92,"body":"stuff. But I think, I think, in"},{"speaker":"Unknown","startTime":847.92,"endTime":852.54,"body":"closing, what I'm getting at is"},{"speaker":"Unknown","startTime":847.92,"endTime":852.54,"body":"that we've talked about a hurdle"},{"speaker":"Unknown","startTime":852.54,"endTime":858.9,"body":"of finding sponsors and having,"},{"speaker":"Unknown","startTime":852.54,"endTime":858.9,"body":"you know, corporate I don't know"},{"speaker":"Unknown","startTime":858.9,"endTime":861.62,"body":"like working with advertisers"},{"speaker":"Unknown","startTime":858.9,"endTime":861.62,"body":"and finding sponsors is that"},{"speaker":"Unknown","startTime":861.62,"endTime":864.62,"body":"you've got to educate them, that"},{"speaker":"Unknown","startTime":861.62,"endTime":864.62,"body":"you've got to provide the"},{"speaker":"Unknown","startTime":864.62,"endTime":869.42,"body":"backing the research into why"},{"speaker":"Unknown","startTime":864.62,"endTime":869.42,"body":"podcasting is a viable media for"},{"speaker":"Unknown","startTime":869.42,"endTime":872.66,"body":"medium for advertisers. And I"},{"speaker":"Unknown","startTime":869.42,"endTime":872.66,"body":"think when you see reports like"},{"speaker":"Unknown","startTime":872.66,"endTime":876.98,"body":"this that tell you that, hey, a"},{"speaker":"Unknown","startTime":872.66,"endTime":876.98,"body":"company and advertisers gonna"},{"speaker":"Unknown","startTime":876.98,"endTime":880.42,"body":"have to spend double where they"},{"speaker":"Unknown","startTime":876.98,"endTime":880.42,"body":"would spend. I would have to"},{"speaker":"Unknown","startTime":880.42,"endTime":885.82,"body":"spend double on Facebook, Reddit"},{"speaker":"Unknown","startTime":880.42,"endTime":885.82,"body":"and Tiktok versus, you know,"},{"speaker":"Unknown","startTime":885.88,"endTime":889.9,"body":"running an ad on a podcast and"},{"speaker":"Unknown","startTime":885.88,"endTime":889.9,"body":"have it actually be impactful"},{"speaker":"Unknown","startTime":889.9,"endTime":893.98,"body":"and memorized to a listener. I"},{"speaker":"Unknown","startTime":889.9,"endTime":893.98,"body":"think, is power, you know,"},{"speaker":"Unknown","startTime":893.98,"endTime":896.86,"body":"that's power to an indie"},{"speaker":"Unknown","startTime":893.98,"endTime":896.86,"body":"podcaster that can approach that"},{"speaker":"Unknown","startTime":896.86,"endTime":899.92,"body":"could bring facts, that could"},{"speaker":"Unknown","startTime":896.86,"endTime":899.92,"body":"bring these reports to."},{"speaker":"Unknown","startTime":900.0,"endTime":902.88,"body":"A potential, you know, to a"},{"speaker":"Unknown","startTime":900.0,"endTime":902.88,"body":"potential sponsor, to a"},{"speaker":"Unknown","startTime":902.88,"endTime":905.82,"body":"potential company that wants to"},{"speaker":"Unknown","startTime":902.88,"endTime":905.82,"body":"work with them, or is looking"},{"speaker":"Unknown","startTime":905.82,"endTime":909.72,"body":"for a way to run Audio Ads."},{"speaker":"Unknown","startTime":905.82,"endTime":909.72,"body":"Yeah, I would agree with that."},{"speaker":"Unknown","startTime":909.72,"endTime":912.48,"body":"That last statement, I would"},{"speaker":"Unknown","startTime":909.72,"endTime":912.48,"body":"really is, as far as, like,"},{"speaker":"Unknown","startTime":912.48,"endTime":915.48,"body":"podcasters using this kind of"},{"speaker":"Unknown","startTime":912.48,"endTime":915.48,"body":"information, I think you use the"},{"speaker":"Unknown","startTime":915.48,"endTime":918.42,"body":"headline and that's it, because"},{"speaker":"Unknown","startTime":915.48,"endTime":918.42,"body":"looking at some of these graphs"},{"speaker":"Unknown","startTime":918.42,"endTime":921.62,"body":"and stuff, it's quite a bit a"},{"speaker":"Unknown","startTime":918.42,"endTime":921.62,"body":"lot of graphs that makes sense."},{"speaker":"Unknown","startTime":921.98,"endTime":925.4,"body":"It's also like, how much of this"},{"speaker":"Unknown","startTime":921.98,"endTime":925.4,"body":"is bullshit? Like, how much of"},{"speaker":"Unknown","startTime":925.4,"endTime":930.32,"body":"this is just made up arbitrarily"},{"speaker":"Unknown","startTime":925.4,"endTime":930.32,"body":"by some metric that I'm not 100%"},{"speaker":"Unknown","startTime":930.98,"endTime":933.68,"body":"sure of how they came up with"},{"speaker":"Unknown","startTime":930.98,"endTime":933.68,"body":"this metric. What's the"},{"speaker":"Unknown","startTime":933.68,"endTime":937.82,"body":"methodology? What is the the the"},{"speaker":"Unknown","startTime":933.68,"endTime":937.82,"body":"amount of people that you know"},{"speaker":"Unknown","startTime":937.82,"endTime":941.62,"body":"they have surveyed per these"},{"speaker":"Unknown","startTime":937.82,"endTime":941.62,"body":"ads? What kind of show you know?"},{"speaker":"Unknown","startTime":941.62,"endTime":945.16,"body":"What are they host? Red ads. Are"},{"speaker":"Unknown","startTime":941.62,"endTime":945.16,"body":"they, you know, automatic ads"},{"speaker":"Unknown","startTime":945.16,"endTime":948.46,"body":"that you know, or dynamic"},{"speaker":"Unknown","startTime":945.16,"endTime":948.46,"body":"insertion. So I have a lot of"},{"speaker":"Unknown","startTime":948.46,"endTime":951.22,"body":"questions around that, and I'm"},{"speaker":"Unknown","startTime":948.46,"endTime":951.22,"body":"sure you know, all these 1000"},{"speaker":"Unknown","startTime":951.7,"endTime":957.28,"body":"charts. Might you know, mention"},{"speaker":"Unknown","startTime":951.7,"endTime":957.28,"body":"that, but I still think that it"},{"speaker":"Unknown","startTime":957.28,"endTime":962.34,"body":"is very challenging. It's very"},{"speaker":"Unknown","startTime":957.28,"endTime":962.34,"body":"difficult to measure ROI on a"},{"speaker":"Unknown","startTime":962.34,"endTime":965.22,"body":"podcast ad. And I think"},{"speaker":"Unknown","startTime":962.34,"endTime":965.22,"body":"companies like this that are"},{"speaker":"Unknown","startTime":965.22,"endTime":968.46,"body":"trying to convince you that they"},{"speaker":"Unknown","startTime":965.22,"endTime":968.46,"body":"can do it are selling a product"},{"speaker":"Unknown","startTime":968.46,"endTime":970.8,"body":"or a service. So you have to"},{"speaker":"Unknown","startTime":968.46,"endTime":970.8,"body":"take that also with like, a"},{"speaker":"Unknown","startTime":970.8,"endTime":974.76,"body":"grain of salt. They're probably"},{"speaker":"Unknown","startTime":970.8,"endTime":974.76,"body":"selling this metric in order to"},{"speaker":"Unknown","startTime":974.76,"endTime":978.3,"body":"get more advertisers to"},{"speaker":"Unknown","startTime":974.76,"endTime":978.3,"body":"advertise on their shows. 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But if, if the"},{"speaker":"Unknown","startTime":985.46,"endTime":989.3,"body":"goal is to imprint and leave an"},{"speaker":"Unknown","startTime":989.3,"endTime":992.78,"body":"impression, knowing that it's"},{"speaker":"Unknown","startTime":989.3,"endTime":992.78,"body":"going to take some repetition"},{"speaker":"Unknown","startTime":992.78,"endTime":996.56,"body":"and, you know, repeat listening,"},{"speaker":"Unknown","startTime":992.78,"endTime":996.56,"body":"I think knowing that, okay,"},{"speaker":"Unknown","startTime":996.74,"endTime":1000.96,"body":"well, at least an odd running an"},{"speaker":"Unknown","startTime":996.74,"endTime":1000.96,"body":"ad on a podcast or an audio ad"},{"speaker":"Unknown","startTime":1000.96,"endTime":1004.32,"body":"is going to have, is going to be"},{"speaker":"Unknown","startTime":1000.96,"endTime":1004.32,"body":"listened to, and, you know, the"},{"speaker":"Unknown","startTime":1004.44,"endTime":1006.84,"body":"customer is going to be"},{"speaker":"Unknown","startTime":1004.44,"endTime":1006.84,"body":"attentive to it a little more"},{"speaker":"Unknown","startTime":1006.84,"endTime":1009.48,"body":"than, say, me running an ad on"},{"speaker":"Unknown","startTime":1006.84,"endTime":1009.48,"body":"Facebook. 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And this"},{"speaker":"Unknown","startTime":1050.92,"endTime":1055.54,"body":"screams like, this study screams"},{"speaker":"Unknown","startTime":1050.92,"endTime":1055.54,"body":"as if you are an ad podcast"},{"speaker":"Unknown","startTime":1055.54,"endTime":1059.02,"body":"advertising firm trying to"},{"speaker":"Unknown","startTime":1055.54,"endTime":1059.02,"body":"convince companies to place"},{"speaker":"Unknown","startTime":1059.02,"endTime":1062.52,"body":"money with you because their"},{"speaker":"Unknown","startTime":1059.02,"endTime":1062.52,"body":"shows, they have the ability to"},{"speaker":"Unknown","startTime":1062.52,"endTime":1067.2,"body":"measure it, and we have to, this"},{"speaker":"Unknown","startTime":1062.52,"endTime":1067.2,"body":"is a bigger topic inside of"},{"speaker":"Unknown","startTime":1067.2,"endTime":1069.42,"body":"like, the world of like"},{"speaker":"Unknown","startTime":1067.2,"endTime":1069.42,"body":"marketing and sales, which is"},{"speaker":"Unknown","startTime":1069.48,"endTime":1074.1,"body":"kind of where I live, you know,"},{"speaker":"Unknown","startTime":1069.48,"endTime":1074.1,"body":"a good portion of my life. 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And so when you"},{"speaker":"Unknown","startTime":1084.14,"endTime":1088.04,"body":"look at podcast advertising to"},{"speaker":"Unknown","startTime":1088.04,"endTime":1092.84,"body":"your point botter, we have to"},{"speaker":"Unknown","startTime":1088.04,"endTime":1092.84,"body":"educate our clients on what is a"},{"speaker":"Unknown","startTime":1092.84,"endTime":1097.94,"body":"realistic outcome that you that"},{"speaker":"Unknown","startTime":1092.84,"endTime":1097.94,"body":"that customer, or that client of"},{"speaker":"Unknown","startTime":1097.94,"endTime":1101.56,"body":"yours is going to get from"},{"speaker":"Unknown","startTime":1097.94,"endTime":1101.56,"body":"advertising with your show. If"},{"speaker":"Unknown","startTime":1101.56,"endTime":1105.1,"body":"they're expecting X amount of"},{"speaker":"Unknown","startTime":1101.56,"endTime":1105.1,"body":"sales or X amount of leads"},{"speaker":"Unknown","startTime":1105.1,"endTime":1109.42,"body":"coming from your show, then that"},{"speaker":"Unknown","startTime":1105.1,"endTime":1109.42,"body":"is a big red flag. In my"},{"speaker":"Unknown","startTime":1109.42,"endTime":1113.68,"body":"opinion, podcast advertising is"},{"speaker":"Unknown","startTime":1109.42,"endTime":1113.68,"body":"for brand awareness. There is no"},{"speaker":"Unknown","startTime":1113.86,"endTime":1119.2,"body":"straight line from listening to"},{"speaker":"Unknown","startTime":1113.86,"endTime":1119.2,"body":"a podcast ad to that person"},{"speaker":"Unknown","startTime":1119.2,"endTime":1122.7,"body":"purchasing a product. 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You are advertising"},{"speaker":"Unknown","startTime":1141.56,"endTime":1144.74,"body":"on a show to build brand"},{"speaker":"Unknown","startTime":1141.56,"endTime":1144.74,"body":"awareness, to build that"},{"speaker":"Unknown","startTime":1144.74,"endTime":1148.4,"body":"familiarity, so that someone"},{"speaker":"Unknown","startTime":1144.74,"endTime":1148.4,"body":"goes to Google and they search"},{"speaker":"Unknown","startTime":1148.4,"endTime":1151.88,"body":"up your company, or they go to"},{"speaker":"Unknown","startTime":1148.4,"endTime":1151.88,"body":"social media and they search"},{"speaker":"Unknown","startTime":1151.88,"endTime":1156.74,"body":"your company. Now, what happens"},{"speaker":"Unknown","startTime":1151.88,"endTime":1156.74,"body":"if that user goes to Google and"},{"speaker":"Unknown","startTime":1156.74,"endTime":1161.14,"body":"then searches for your company,"},{"speaker":"Unknown","startTime":1156.74,"endTime":1161.14,"body":"and then they see digital ad"},{"speaker":"Unknown","startTime":1161.14,"endTime":1165.52,"body":"from your company. You click on"},{"speaker":"Unknown","startTime":1161.14,"endTime":1165.52,"body":"that ad and you fill out a form"},{"speaker":"Unknown","startTime":1165.52,"endTime":1168.1,"body":"on that website, or you make a"},{"speaker":"Unknown","startTime":1165.52,"endTime":1168.1,"body":"purchase. The person who's"},{"speaker":"Unknown","startTime":1168.1,"endTime":1171.76,"body":"getting credit for that ad is"},{"speaker":"Unknown","startTime":1168.1,"endTime":1171.76,"body":"Google. When Google was just the"},{"speaker":"Unknown","startTime":1171.76,"endTime":1177.34,"body":"pass through channel that made"},{"speaker":"Unknown","startTime":1171.76,"endTime":1177.34,"body":"that transaction happen, but"},{"speaker":"Unknown","startTime":1177.34,"endTime":1180.18,"body":"Google is getting the credit for"},{"speaker":"Unknown","startTime":1177.34,"endTime":1180.18,"body":"it. And so there's all of these"},{"speaker":"Unknown","startTime":1180.18,"endTime":1183.42,"body":"different you know, I'm getting"},{"speaker":"Unknown","startTime":1180.18,"endTime":1183.42,"body":"on a little bit of a soapbox"},{"speaker":"Unknown","startTime":1183.42,"endTime":1186.6,"body":"here. A lot of these things, we"},{"speaker":"Unknown","startTime":1183.42,"endTime":1186.6,"body":"have to be better about"},{"speaker":"Unknown","startTime":1186.6,"endTime":1189.9,"body":"educating our clients and"},{"speaker":"Unknown","startTime":1186.6,"endTime":1189.9,"body":"telling them we don't really"},{"speaker":"Unknown","startTime":1189.9,"endTime":1194.4,"body":"know, and it's okay to embrace"},{"speaker":"Unknown","startTime":1189.9,"endTime":1194.4,"body":"the we don't really know. There"},{"speaker":"Unknown","startTime":1194.4,"endTime":1198.3,"body":"are other things that you can"},{"speaker":"Unknown","startTime":1194.4,"endTime":1198.3,"body":"do. You can have a website. You"},{"speaker":"Unknown","startTime":1198.3,"endTime":1199.92,"body":"can put a link in your show"},{"speaker":"Unknown","startTime":1198.3,"endTime":1199.92,"body":"notes."},{"speaker":"Unknown","startTime":1200.0,"endTime":1204.26,"body":"To them, you can put a trackable"},{"speaker":"Unknown","startTime":1200.0,"endTime":1204.26,"body":"link use a tool like Bitly, or,"},{"speaker":"Unknown","startTime":1204.26,"endTime":1207.08,"body":"you know, another one of these,"},{"speaker":"Unknown","startTime":1204.26,"endTime":1207.08,"body":"link shortening tools where you"},{"speaker":"Unknown","startTime":1207.08,"endTime":1211.58,"body":"can measure a little bit more."},{"speaker":"Unknown","startTime":1207.08,"endTime":1211.58,"body":"If you have a podcast website"},{"speaker":"Unknown","startTime":1211.58,"endTime":1214.16,"body":"that that goes an additional"},{"speaker":"Unknown","startTime":1211.58,"endTime":1214.16,"body":"mile, especially if you are"},{"speaker":"Unknown","startTime":1214.16,"endTime":1217.28,"body":"creating content around that"},{"speaker":"Unknown","startTime":1214.16,"endTime":1217.28,"body":"particular episode, highly"},{"speaker":"Unknown","startTime":1217.28,"endTime":1221.98,"body":"advise that these are creating"},{"speaker":"Unknown","startTime":1217.28,"endTime":1221.98,"body":"those signals that the person or"},{"speaker":"Unknown","startTime":1221.98,"endTime":1224.5,"body":"that the client who is"},{"speaker":"Unknown","startTime":1221.98,"endTime":1224.5,"body":"responsible for giving you that"},{"speaker":"Unknown","startTime":1224.5,"endTime":1227.32,"body":"money can look in their own"},{"speaker":"Unknown","startTime":1224.5,"endTime":1227.32,"body":"reports and say, oh, okay, we,"},{"speaker":"Unknown","startTime":1227.92,"endTime":1231.4,"body":"you know, we got 10 visitors to"},{"speaker":"Unknown","startTime":1227.92,"endTime":1231.4,"body":"our site from this particular"},{"speaker":"Unknown","startTime":1231.4,"endTime":1235.06,"body":"podcast episode. None of them"},{"speaker":"Unknown","startTime":1231.4,"endTime":1235.06,"body":"became leads. Is that the"},{"speaker":"Unknown","startTime":1235.06,"endTime":1238.48,"body":"podcasters fault, or is that the"},{"speaker":"Unknown","startTime":1235.06,"endTime":1238.48,"body":"advertisers fault? I sent the"},{"speaker":"Unknown","startTime":1238.48,"endTime":1241.8,"body":"horse to water, but it's your"},{"speaker":"Unknown","startTime":1238.48,"endTime":1241.8,"body":"job to make them drink, and so"},{"speaker":"Unknown","startTime":1241.8,"endTime":1245.28,"body":"we have to set up these"},{"speaker":"Unknown","startTime":1241.8,"endTime":1245.28,"body":"realistic expectations. 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I like a couple of points"},{"speaker":"Unknown","startTime":1261.92,"endTime":1265.7,"body":"you brought up in terms of, you"},{"speaker":"Unknown","startTime":1261.92,"endTime":1265.7,"body":"know, this isn't a clear pathway"},{"speaker":"Unknown","startTime":1266.18,"endTime":1269.54,"body":"for the record. The report never"},{"speaker":"Unknown","startTime":1266.18,"endTime":1269.54,"body":"mentions that. It doesn't say,"},{"speaker":"Unknown","startTime":1269.54,"endTime":1272.78,"body":"hey, this will lead to X amount"},{"speaker":"Unknown","startTime":1269.54,"endTime":1272.78,"body":"of sales. It just says that"},{"speaker":"Unknown","startTime":1273.26,"endTime":1276.68,"body":"audio ads lead to more"},{"speaker":"Unknown","startTime":1273.26,"endTime":1276.68,"body":"attentiveness from listeners"},{"speaker":"Unknown","startTime":1276.68,"endTime":1281.5,"body":"compared to digital ads based on"},{"speaker":"Unknown","startTime":1276.68,"endTime":1281.5,"body":"our proprietary metric that we"},{"speaker":"Unknown","startTime":1281.5,"endTime":1283.66,"body":"don't now, I did look it up"},{"speaker":"Unknown","startTime":1281.5,"endTime":1283.66,"body":"really quick. I did look it up"},{"speaker":"Unknown","startTime":1283.66,"endTime":1286.0,"body":"and, I mean, it's proprietary. I"},{"speaker":"Unknown","startTime":1283.66,"endTime":1286.0,"body":"mean, would you want to share"},{"speaker":"Unknown","startTime":1286.0,"endTime":1288.82,"body":"the secret sauce of how your"},{"speaker":"Unknown","startTime":1286.0,"endTime":1288.82,"body":"study doesn't exist? All right?"},{"speaker":"Unknown","startTime":1288.82,"endTime":1291.46,"body":"Well, look, let me see if this"},{"speaker":"Unknown","startTime":1288.82,"endTime":1291.46,"body":"changes your mind. And now, nor"},{"speaker":"Unknown","startTime":1291.46,"endTime":1294.04,"body":"am I trying to completely cape"},{"speaker":"Unknown","startTime":1291.46,"endTime":1294.04,"body":"for this company. I'm not marry"},{"speaker":"Unknown","startTime":1294.04,"endTime":1298.0,"body":"off, but I went on the idea"},{"speaker":"Unknown","startTime":1294.04,"endTime":1298.0,"body":"Adelaide website, and they do"},{"speaker":"Unknown","startTime":1298.0,"endTime":1303.0,"body":"have a I think they share their"},{"speaker":"Unknown","startTime":1298.0,"endTime":1303.0,"body":"metric. Adelaide's au attention"},{"speaker":"Unknown","startTime":1303.0,"endTime":1306.72,"body":"metric is generated by a machine"},{"speaker":"Unknown","startTime":1303.0,"endTime":1306.72,"body":"learning model that evaluates"},{"speaker":"Unknown","startTime":1306.72,"endTime":1310.38,"body":"hundreds of media quality"},{"speaker":"Unknown","startTime":1306.72,"endTime":1310.38,"body":"signals, eye tracking data and"},{"speaker":"Unknown","startTime":1310.38,"endTime":1314.46,"body":"full funnel outcome data in"},{"speaker":"Unknown","startTime":1310.38,"endTime":1314.46,"body":"display and video placements."},{"speaker":"Unknown","startTime":1314.46,"endTime":1316.92,"body":"These signals fall into"},{"speaker":"Unknown","startTime":1314.46,"endTime":1316.92,"body":"categories like clutter,"},{"speaker":"Unknown","startTime":1317.16,"endTime":1321.14,"body":"placement, position coverage and"},{"speaker":"Unknown","startTime":1317.16,"endTime":1321.14,"body":"in view duration. Not really"},{"speaker":"Unknown","startTime":1321.14,"endTime":1324.02,"body":"sure what all of that means, if"},{"speaker":"Unknown","startTime":1321.14,"endTime":1324.02,"body":"I'm being completely honest, but"},{"speaker":"Unknown","startTime":1324.02,"endTime":1327.86,"body":"it sounds like it. I mean that I"},{"speaker":"Unknown","startTime":1324.02,"endTime":1327.86,"body":"see eye tracking data."},{"speaker":"Unknown","startTime":1330.2,"endTime":1332.36,"body":"I mean, how is it we're gonna"},{"speaker":"Unknown","startTime":1330.2,"endTime":1332.36,"body":"see if you're paying attention?"},{"speaker":"Unknown","startTime":1332.72,"endTime":1337.04,"body":"Anyways, anyways, I feel like we"},{"speaker":"Unknown","startTime":1332.72,"endTime":1337.04,"body":"went on a tangent here. My"},{"speaker":"Unknown","startTime":1337.04,"endTime":1341.5,"body":"original point stands that"},{"speaker":"Unknown","startTime":1337.04,"endTime":1341.5,"body":"running ads on your podcast is"},{"speaker":"Unknown","startTime":1341.5,"endTime":1345.64,"body":"still a very viable monetization"},{"speaker":"Unknown","startTime":1341.5,"endTime":1345.64,"body":"strategy, and clearly, based on"},{"speaker":"Unknown","startTime":1345.64,"endTime":1350.92,"body":"this report, for advertisers, it"},{"speaker":"Unknown","startTime":1345.64,"endTime":1350.92,"body":"means the opportunity to maybe"},{"speaker":"Unknown","startTime":1350.92,"endTime":1354.52,"body":"have your ad, your message,"},{"speaker":"Unknown","startTime":1350.92,"endTime":1354.52,"body":"maybe ingrained with the"},{"speaker":"Unknown","startTime":1354.52,"endTime":1358.36,"body":"listener a little more, which"},{"speaker":"Unknown","startTime":1354.52,"endTime":1358.36,"body":"might maybe lead to a sale. It"},{"speaker":"Unknown","startTime":1358.36,"endTime":1361.86,"body":"is not clearly defined in here"},{"speaker":"Unknown","startTime":1358.36,"endTime":1361.86,"body":"at all. I think Blythe brought"},{"speaker":"Unknown","startTime":1361.92,"endTime":1364.8,"body":"up a couple of good points about"},{"speaker":"Unknown","startTime":1361.92,"endTime":1364.8,"body":"the reality of it. There's a lot"},{"speaker":"Unknown","startTime":1364.8,"endTime":1369.36,"body":"more factors that go into being"},{"speaker":"Unknown","startTime":1364.8,"endTime":1369.36,"body":"aware of an ad or a product or"},{"speaker":"Unknown","startTime":1369.36,"endTime":1372.72,"body":"whatever, and actually it"},{"speaker":"Unknown","startTime":1369.36,"endTime":1372.72,"body":"resulting to a sale. Can we"},{"speaker":"Unknown","startTime":1372.72,"endTime":1377.28,"body":"agree on that? Yeah, absolutely."},{"speaker":"Unknown","startTime":1372.72,"endTime":1377.28,"body":"And that's definitely a fair"},{"speaker":"Unknown","startTime":1377.28,"endTime":1380.84,"body":"point. And I would still I have"},{"speaker":"Unknown","startTime":1377.28,"endTime":1380.84,"body":"no scientific way of backing"},{"speaker":"Unknown","startTime":1380.84,"endTime":1385.7,"body":"this up, but I would still argue"},{"speaker":"Unknown","startTime":1380.84,"endTime":1385.7,"body":"that the nature of listening to"},{"speaker":"Unknown","startTime":1385.7,"endTime":1389.24,"body":"a podcast creates a more"},{"speaker":"Unknown","startTime":1385.7,"endTime":1389.24,"body":"conducive environment to listen"},{"speaker":"Unknown","startTime":1389.24,"endTime":1393.14,"body":"to the ad. Love it, and I don't"},{"speaker":"Unknown","startTime":1389.24,"endTime":1393.14,"body":"know if that I think you've made"},{"speaker":"Unknown","startTime":1393.14,"endTime":1398.72,"body":"the verbiage of still good"},{"speaker":"Unknown","startTime":1393.14,"endTime":1398.72,"body":"advertising method, or you said"},{"speaker":"Unknown","startTime":1398.72,"endTime":1402.58,"body":"that podcast ads are still a"},{"speaker":"Unknown","startTime":1398.72,"endTime":1402.58,"body":"good method of advertising, I"},{"speaker":"Unknown","startTime":1402.58,"endTime":1406.18,"body":"would argue that it's"},{"speaker":"Unknown","startTime":1402.58,"endTime":1406.18,"body":"undervalued and that companies"},{"speaker":"Unknown","startTime":1406.18,"endTime":1409.6,"body":"like this that are trying to"},{"speaker":"Unknown","startTime":1406.18,"endTime":1409.6,"body":"compare listening to a podcast"},{"speaker":"Unknown","startTime":1409.6,"endTime":1413.74,"body":"ad to digital spending on"},{"speaker":"Unknown","startTime":1409.6,"endTime":1413.74,"body":"Facebook or digital spending on"},{"speaker":"Unknown","startTime":1413.98,"endTime":1418.36,"body":"Google, those are just you can't"},{"speaker":"Unknown","startTime":1413.98,"endTime":1418.36,"body":"compare these platforms like"},{"speaker":"Unknown","startTime":1418.36,"endTime":1422.46,"body":"that. I disagree with how they"},{"speaker":"Unknown","startTime":1418.36,"endTime":1422.46,"body":"came up with this number. I get"},{"speaker":"Unknown","startTime":1422.46,"endTime":1425.28,"body":"it. They're trying to sell a"},{"speaker":"Unknown","startTime":1422.46,"endTime":1425.28,"body":"service or a product. I just"},{"speaker":"Unknown","startTime":1425.28,"endTime":1428.22,"body":"think that, you know, studies"},{"speaker":"Unknown","startTime":1425.28,"endTime":1428.22,"body":"like this are more to benefit,"},{"speaker":"Unknown","startTime":1428.22,"endTime":1433.26,"body":"like the I heart medias of the"},{"speaker":"Unknown","startTime":1428.22,"endTime":1433.26,"body":"world, not necessarily like the"},{"speaker":"Unknown","startTime":1433.26,"endTime":1437.1,"body":"podcasters like us, where, you"},{"speaker":"Unknown","startTime":1433.26,"endTime":1437.1,"body":"know, we have a responsibility"},{"speaker":"Unknown","startTime":1437.1,"endTime":1439.92,"body":"to our audience, and we have a"},{"speaker":"Unknown","startTime":1437.1,"endTime":1439.92,"body":"responsibility, you know, to our"},{"speaker":"Unknown","startTime":1439.92,"endTime":1443.66,"body":"advertising partners to explain"},{"speaker":"Unknown","startTime":1439.92,"endTime":1443.66,"body":"the reality of these things. And"},{"speaker":"Unknown","startTime":1444.38,"endTime":1448.04,"body":"you know, we live in a digital"},{"speaker":"Unknown","startTime":1444.38,"endTime":1448.04,"body":"world, but not everything can be"},{"speaker":"Unknown","startTime":1448.04,"endTime":1451.52,"body":"traced back in a singular"},{"speaker":"Unknown","startTime":1448.04,"endTime":1451.52,"body":"purchase line where I listened"},{"speaker":"Unknown","startTime":1451.52,"endTime":1454.82,"body":"to this episode with this ad,"},{"speaker":"Unknown","startTime":1451.52,"endTime":1454.82,"body":"and this person became a"},{"speaker":"Unknown","startTime":1454.82,"endTime":1459.14,"body":"customer or bought my product"},{"speaker":"Unknown","startTime":1454.82,"endTime":1459.14,"body":"within 45 days, it just doesn't"},{"speaker":"Unknown","startTime":1459.14,"endTime":1462.16,"body":"exist. You can look for the"},{"speaker":"Unknown","startTime":1459.14,"endTime":1462.16,"body":"signals that your ads are"},{"speaker":"Unknown","startTime":1462.16,"endTime":1465.82,"body":"working. But there's a lot of"},{"speaker":"Unknown","startTime":1462.16,"endTime":1465.82,"body":"different variety or variables"},{"speaker":"Unknown","startTime":1465.82,"endTime":1470.14,"body":"at play there. So just be"},{"speaker":"Unknown","startTime":1465.82,"endTime":1470.14,"body":"cautious when I guess using"},{"speaker":"Unknown","startTime":1470.14,"endTime":1474.52,"body":"studies like this from, you"},{"speaker":"Unknown","startTime":1470.14,"endTime":1474.52,"body":"know, big I would say big"},{"speaker":"Unknown","startTime":1474.52,"endTime":1478.18,"body":"podcast. It maybe that's the"},{"speaker":"Unknown","startTime":1474.52,"endTime":1478.18,"body":"phrasing I want. I'm looking for"},{"speaker":"Unknown","startTime":1478.54,"endTime":1483.0,"body":"podcast media versus, you know,"},{"speaker":"Unknown","startTime":1478.54,"endTime":1483.0,"body":"shows like ours, where we are on"},{"speaker":"Unknown","startTime":1483.0,"endTime":1487.14,"body":"the ground, explaining the value"},{"speaker":"Unknown","startTime":1483.0,"endTime":1487.14,"body":"of advertising with us and what"},{"speaker":"Unknown","startTime":1487.14,"endTime":1490.56,"body":"that means to our clients. Our"},{"speaker":"Unknown","startTime":1487.14,"endTime":1490.56,"body":"clients aren't looking for"},{"speaker":"Unknown","startTime":1490.56,"endTime":1494.28,"body":"studies like this. This is for"},{"speaker":"Unknown","startTime":1490.56,"endTime":1494.28,"body":"marketing departments to make"},{"speaker":"Unknown","startTime":1494.28,"endTime":1496.74,"body":"themselves feel better about the"},{"speaker":"Unknown","startTime":1494.28,"endTime":1496.74,"body":"money that they're spending."},{"speaker":"Unknown","startTime":1497.34,"endTime":1499.92,"body":"Solid advice to end on. This is"},{"speaker":"Unknown","startTime":1497.34,"endTime":1499.92,"body":"where we turn the."},{"speaker":"Unknown","startTime":1500.0,"endTime":1503.84,"body":"Enables to our listeners and our"},{"speaker":"Unknown","startTime":1500.0,"endTime":1503.84,"body":"subscribers and ask their"},{"speaker":"Unknown","startTime":1503.84,"endTime":1507.86,"body":"thoughts on the topic. What do"},{"speaker":"Unknown","startTime":1503.84,"endTime":1507.86,"body":"you think about podcasts as you"},{"speaker":"Unknown","startTime":1507.86,"endTime":1511.1,"body":"run podcast ads, what's your"},{"speaker":"Unknown","startTime":1507.86,"endTime":1511.1,"body":"limit? All right? Are you a two"},{"speaker":"Unknown","startTime":1511.1,"endTime":1514.22,"body":"ads only? Type of person? Do you"},{"speaker":"Unknown","startTime":1511.1,"endTime":1514.22,"body":"do you put more ads on your"},{"speaker":"Unknown","startTime":1514.22,"endTime":1516.56,"body":"show, and if you end up reading"},{"speaker":"Unknown","startTime":1514.22,"endTime":1516.56,"body":"the report and you find"},{"speaker":"Unknown","startTime":1516.56,"endTime":1519.08,"body":"something that either"},{"speaker":"Unknown","startTime":1516.56,"endTime":1519.08,"body":"compliments the point I was"},{"speaker":"Unknown","startTime":1519.08,"endTime":1522.82,"body":"trying to make or contradicts"},{"speaker":"Unknown","startTime":1519.08,"endTime":1522.82,"body":"it, let us know. We would love"},{"speaker":"Unknown","startTime":1522.82,"endTime":1525.46,"body":"to hear your thoughts and"},{"speaker":"Unknown","startTime":1522.82,"endTime":1525.46,"body":"opinions on today's topic. If"},{"speaker":"Unknown","startTime":1525.46,"endTime":1527.98,"body":"you aren't subscribed to the"},{"speaker":"Unknown","startTime":1525.46,"endTime":1527.98,"body":"channel, do me a favor. Just hit"},{"speaker":"Unknown","startTime":1527.98,"endTime":1531.16,"body":"subscribe and just be done with"},{"speaker":"Unknown","startTime":1527.98,"endTime":1531.16,"body":"it, right? You know you're going"},{"speaker":"Unknown","startTime":1531.16,"endTime":1533.98,"body":"to come back for more episodes,"},{"speaker":"Unknown","startTime":1531.16,"endTime":1533.98,"body":"and if you're listening to the"},{"speaker":"Unknown","startTime":1534.04,"endTime":1537.28,"body":"audio version, hopefully you're"},{"speaker":"Unknown","startTime":1534.04,"endTime":1537.28,"body":"subscribed, but hopefully you've"},{"speaker":"Unknown","startTime":1537.28,"endTime":1539.74,"body":"already left a rating and"},{"speaker":"Unknown","startTime":1537.28,"endTime":1539.74,"body":"review, because you know how"},{"speaker":"Unknown","startTime":1539.74,"endTime":1542.46,"body":"much that helps, and you know"},{"speaker":"Unknown","startTime":1539.74,"endTime":1542.46,"body":"how much we'd appreciate it. But"},{"speaker":"Unknown","startTime":1542.46,"endTime":1544.98,"body":"in the meantime, you guys take"},{"speaker":"Unknown","startTime":1542.46,"endTime":1544.98,"body":"care, and we'll catch you around"},{"speaker":"Unknown","startTime":1544.98,"endTime":1546.0,"body":"right peace. You."}]}