IAB Podcast Upfront: Audio Marketing Evolution
- The Interactive Advertising Bureau (IAB) will host the 2025 IAB Podcast Upfront in New York City on Tuesday.
- According to Matt Shapo, director, digital audio and video, IAB, podcasting is currently in a "period of enormous flux," presenting opportunities for marketers to connect with engaged audiences.
- Approximately 80% of podcast consumers switch between audio and video formats.
IAB Podcast Upfront 2025 – Key Takeaways
Table of Contents
The Interactive Advertising Bureau (IAB) will host the 2025 IAB Podcast Upfront in New York City on Tuesday. the event will showcase new podcast programming, advertising innovations, and the evolving role of audio storytelling in marketing.
According to Matt Shapo, director, digital audio and video, IAB, podcasting is currently in a “period of enormous flux,” presenting opportunities for marketers to connect with engaged audiences.
Key Event Focus Areas
- New Content: Presenters will unveil new and existing podcast shows.
- Advertising Effectiveness: Discussions will focus on proving the ROI of podcast advertising.
- Audience Measurement: Strategies for identifying target audiences and measuring incremental reach will be explored.
- Future Planning: Attendees will gain insights for planning 2026 podcast advertising strategies.
Audio vs. Video Podcasting
Approximately 80% of podcast consumers switch between audio and video formats. The preference depends on the user’s context and desire to visually engage with the podcast host. The core element is the relationship between the consumer and the podcast content/host.
Brand Storytelling Adaptation
Brands should consider how to adapt their storytelling strategies to accommodate both audio and video podcasting formats. The article suggests this is a major topic of discussion within the industry.
Event Details
| Event | Date | Location | Host |
|---|---|---|---|
| 2025 IAB podcast Upfront | Tuesday (Date not specified in text) | New York City | Interactive Advertising Bureau (IAB) |
Source: ADWEEK interview with Matt Shapo, IAB