SiriusXM to Rep YouTube Audio in US, New IAB Programmatic Council, & More

About this episode

The episode discusses SiriusXM's new role as YouTube's audio advertising representative and highlights trends in audio advertising and programmatic governance.

Today in the business of podcasting: SiriusXM Media has become the exclusive audio advertising representative for YouTube in the United States, giving advertisers access to guaranteed impressions against YouTube's audio audiences at scale for the first time. The deal connects YouTube to SiriusXM's broad ad sales infrastructure, which already spans Pandora and a wide network of podcast and streaming inventory. A new Radiocentre report, High Gain Audio , analyzed by WPP Media, finds that multiplatform audio advertising outperforms the all-media ROI average in both short-term and long-term campaigns. The report recommends that brands allocate up to 25% of total media spend to audio to maximize overall campaign ROI. The IAB Tech Lab has launched the Programmatic Governance Council, a new industry body designed to align business expectations and technical standards across programmatic advertising. Founding participants include major buy- and sell-side organizations such as Dentsu, Omnicom Media Group, WPP, Disney, The Trade Desk, and Mediavine. A growing number of content creators are launching their own in-house ad agencies, positioning them as faster and more platform-native…

People in this episode

Host: Bryan Barletta

Topics covered

• audio advertising
• programmatic advertising
• content creation
• media spend
• marketing trends

Keywords

• SiriusXM
• YouTube
• audio advertising
• programmatic council
• media spend
• content creators
• advertising trends

Mentioned in this episode

Organizations: SiriusXM Media, YouTube, Pandora, WPP Media, IAB Tech Lab, Dentsu, Omnicom Media Group, WPP, Disney, The Trade Desk

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