Want to Learn Podcasting? Take a Crash Course in Podcabulary!

Sep 30, 2021

Whether you're new to podcasting or a veritable fanatic, if you want to navigate advertising in the fast-moving podcast industry, it helps to speak the language. To assist brands, SXM Media created the Podcast Ad Glossary, an online tool that explains the industry's key terms. They even coined a new term for this vocabulary: "podcabularly." With a little practice, you'll be fluent in no time.

"We gathered all the freshest podcabulary -- from the highly technical to the quirky slang -- to make podcast advertising a breeze," the company explained.

There's never been a better time to brush up on your podcast knowledge. Listening is booming and advertisers are determined to reach these engaged listeners. Before brands jump in, though, it helps to have a strong podcabularly.

In the glossary, SXM Media breaks the podcast business down into three main categories: planning, creative and measurement. For overachievers, there's even a bonus section with extra techy and trendy terms. (If you know what a "murdino" is, you'll get extra credit.)

With so many advertisers clamoring to launch podcast ads, SXM Media has been stepping up efforts to educate its ad partners. The company recently launched an online training platform, AQ Academy, with courses and certifications on digital audio content and advertising. Plans call to add a podcast course later this year. Also, to guide advertisers through the myriad of podcasts available to them, SXM Media recently debuted an online tool, the Podcast Universe. The interactive site allows marketers to sort shows by demographic and discover podcasts that deliver their target audience.

The Podcast Ad Glossary is SXM Media's latest effort, and it offers a simple, but effective, crash course in all things podcasting.

In the first section, SXM Media offers a primer on planning an ad campaign, from the types of ads (hint: pre-roll, mid-roll and post-roll) to the targeting capabilities. That includes category targeting, behavior targeting and one of SXM's newest options, transcription targeting. This page also offers explanations on some of the advanced options, including programmatic, and open and closed ecosystems.

After the intricacies of how advertisers can reach listeners, SXM Media moves onto the more entertaining part: creative options. This section introduces users to the most popular types of podcast ads, including host read, announcer read and personal experience spots. Of course, one of the hallmarks of podcasting is the option for custom ad solutions that give a brand exclusivity, so the glossary lays out options for sponsored segments and vignettes, and even branded episodes, such as a recent episode of the hit podcast "Office Ladies" that was sponsored by Buick.

Once a brand designs an ad plan and produces catchy creative, it's time to sit back and watch a campaign unfold. That's where measurement comes into play. Of course, you can't measure what you don't understand. So, in the third section, SXM Media lays out the tools and insights used to measure podcast advertising, from advertising industry terms like cost per thousand and cost per impression to digital basics, including vanity URL, download and impressions.

Remember the bonus terms? In the fourth and final section, SXM Media shares extras on tech and slang. If you've mastered the basics from the other sections, these are worth knowing, too. Ever had the feeling that you're in the studio with your favorite host? That's called glass box syndrome. Fancy yourself a podcast trendsetter? You might qualify as a podsnob, or a podcast listening hipster.

In addition to offering brands a practical and entertaining tool to learn podcasting, the Podcast Ad Glossary is an example how SXM Media is engaging with the ad community to support and grow podcasting. The more advertising and marketing professionals understand how the medium works, the better they can use it to spotlight their brands and increase engagement. By the standard definition, that equals advertising success.

This article was originally published on MediaVillage.

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