Atlas Obscura turns to sponsored content for first podcast
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Podcast audience metrics remain hard to gauge, with only download figures available. For advertisers, this means a return of investment isn’t always easy to quantify. Traditionally, podcast advertising is read by the host, but in Atlas Obscura’s first attempt at the medium, it has partnered with car-sharing service Zipcar. “With traditional podcast advertising, you still have to step outside the show for a moment to hear it,” said Atlas Obscura’s CEO David Plotz, who believes sponsored content is the way around it.
“Podcast audience metrics remain hard to gauge, with only download figures available. For advertisers, this means a return of investment isn’t always easy to quantify. Traditionally, podcast advertising is read by the host, but in Atlas Obscura’s first attempt at the medium, it has partnered with car-sharing service Zipcar. “With traditional podcast advertising, you still have to step outside the s”Source
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