#RDA18: Strategies To Derive Maximum Advertising Revenue From Producing Podcasts - A Broadcaster’s Guide

Ross Sergant (IONO FM) says that globally, and in South Africa, we are seeing a trend of increased listeners of podcasts. Is it radio? Is it an audio blog? Some are deriving advertising revenue but nothing like the levels of radio or, even, digital display. What should broadcasters consider in-order to maximise revenue through podcasting? How does generating ad revenue from podcasts differ from generic radio (or digital display)? How can broadcasters step-change their game to get ready for what looks to be a major growth in audio.