The Interactive Promoting Bureau will deliver collectively manufacturers, companies, and media patrons on Tuesday for the 2025 IAB Podcast Upfront.
Going down in New York Metropolis, the occasion previews groundbreaking podcast programming, the most recent promoting improvements, and the way audio storytelling is redefining advertising, with the largest audio and podcast leaders in tow.
“Take a look at podcasting as a medium during which you may have these extremely engaged, extremely attentive people who find themselves consuming an enormously diverse quantity of content material,” Matt Shapo, director, digital audio and video, IAB, advised ADWEEK.
In response to Shapo, podcasting is in a “interval of huge flux,” creating a number of new alternatives for entrepreneurs attempting to succeed in engaged audiences and seize the cultural zeitgeist. And the IAB Podcast Upfront is all about making manufacturers part of the dialog.
To preview the 2025 IAB Podcast Upfront, ADWEEK spoke with Shapo about what to anticipate, how audio and video podcasting are shaping advertising messages, and the following steps in podcasts delivering outcomes.
This interview has been edited and condensed for readability.
ADWEEK: For these new to the podcasting trade, what’s the 2025 IAB Podcast Upfront?
Shapo: The Upfront is about two issues. It’s about new content material and even present reveals which have some new content material that presenters need folks to find out about. It’s additionally about how one can higher show the effectiveness of your promoting on this medium.
On the content material aspect, we now have a number of presenters who’re going to return with the brand new reveals that they’ve for the 12 months. They’re going to return with totally different creators who can talk about a few of the nice new reveals that they’ve. In lots of circumstances, they’re additionally speaking about established reveals and the unbelievable connections that these reveals have constructed up with their audiences.
However then on the opposite aspect of the coin, you’re going to be listening to from those who not solely communicate concerning the energy of the creators and the fantastic content material popping out of those reveals, but in addition about your capacity to measure your effectiveness within the medium, the right way to discover the audiences you’re searching for, the right way to construct the incremental attain that yow will discover in podcasting, and actually how one can plan for 2026 in a manner that takes benefit of the extraordinary consideration.
