Podcasting is following in the footsteps of its older media cousin, television, with a major “upfront” event designed to bring advertisers and media buyers together with podcast networks and advertising representatives. Earlier today, the Interactive Advertising Bureau, an organization representing the digital advertising and marketing industry, announced it will be holding the first ever “IAB Podcast Upfront Showcase” in New York City on September 10, 2015. The event will be by invite only and will feature presentations by AdLarge, Midroll, NPR, Panoply, Podtrac and WNYC. The presenters will be giving attendees a sneak peak of their upcoming podcast programming.
The IAB event together with a similar upfront event held earlier this year by WNYC, NPR and WBEZ mark a continued maturation of the podcasting business as well as an increased interest on the part of advertisers to spend their dollars on the medium. According to Carl Kalapesi, IAB Vice President for Industry Initiatives, “More and more advertisers are incorporating audio programming into their digital marketing strategies, given the growing popularity of podcasts and their highly-engaged audiences.” The upfront presenters will be using the event to continue to educate advertisers about the viability of podcasts as an advertising platform and encourage more advertisers to jump onto that platform.