The creator economy is set to double in the next three years, with 44% of advertisers planning to increase spending on creator-driven content in 2024*.
This explosive growth is driven by the performance benefits of aligning brand stories with the deep personal connections creators make with their followers. The most influential creators inspire genuine two-way connections, with audiences viewing them as friends sharing valuable information and advice.
As the creator economy evolves, understanding the powerful role podcasters play in fostering intimacy and community with their followers is essential. In this webinar, we explored**:
Why 88% of podcast audiences describe their podcast time as meaningful.
How brands and agencies can profit from the tidal shift where 75% of podcast audiences consider podcasters more influential than social media or entertainment influencers.
How this attentiveness and feeling of closeness from podcast consumers make podcasters the most impactful creators today.
Matt Shapo is the Director of Digital Audio and Video in the IAB Media Center where he serves as the IAB’s subject matter expert focused on all things audio and drives the center’s efforts to develop market-making research and best practices in the digital audio space. He works in close collaboration with members of the IAB Audio Committee and Audio Board, the IAB Tech Lab, and industry stakeholders in the publishing, creator, and ad tech communities to optimize frameworks for buyers and sellers of digital audio advertising to engage with consumers. Before joining the IAB, Matt served as VP of Digital Content for the All Access Music Group, a music marketing company and audio industry news publisher where he planned and led advertising, editorial, and other growth initiatives for AllAccess.com, a B2B website that delivers breaking news, data, and commentary to an audience of audio content creators, sales leaders, and programming executives. Matt holds a B.A. in Political Science and International Relations from Tufts University and an M.F.A. in Radio, TV, and Film Production from Florida State University.
A longtime podcast industry professional with nearly a decade of experience, Sophie Anderson is the Associate Director of Podcast Sales Marketing at SiriusXM Media. Having authored two podcast trends reports, including the Shorty-award winning report entitled “The Who’s Who,” and SiriusXM Media’s most recent report, “Creators at the Core,” she is passionate about identifying industry trends and crafting stories that help brands understand the value of this unique medium. You can find more of Sophie’s work in AdWeek, on SiriusxmMedia.com, or in the many podcasts she contributes to, including Pass the Mic, The Genrelist, and the upcoming Trendcast.
Brittany has led the largest podcast advertising budget globally for the last 3.5 years on behalf of Betterhelp – the world’s leading online therapy platform. Her specialty is in combining authentic storytelling with growth marketing strategies to help brands scale. Combining agency, publisher, and brand-side experience, she’s become a leader in audio, shaping the world of podcasting and supporting creators, brands and publishers worldwide.
Based in NYC, Teresa has spent half of her nearly two-decade career focused on the power of Audio Advertising. Before joining Ad Results Media as CRO, Teresa led the Global Agency and Joint Business Plan team at Spotify where she negotiated the industry’s first podcast partnership and drove partnership initiatives with Spotify’s largest advertisers. Prior to that, she spent nearly nine years at Microsoft Advertising across search, display, gaming, and in-app advertising. As a graduate of the Ross School of Business at the University of Michigan you can find Teresa cheering on the Wolverines, playing tennis, or visiting the next warm-weather destination.
Greg Glenday is the Chief Business Officer at Acast and a 25 year veteran of the media industry. In his role, Glenday leads Acast’s global revenue and strategic growth in key markets. Glenday is the former CEO at Lightbox Video Network, the leading digital out-of-home video network where he led an aggressive transformation that included a complete rebrand, tech innovation, record revenue, and ultimately an acquisition. Prior to Lightbox, Glenday spent more than two decades working in various leadership roles across media, with a focus on audio, including Global Chief Revenue Officer for Shazam, the beloved music app acquired by Apple; the same role for digital high impact ad network, Undertone; and founder and President of iHeartMedia’s award winning Connections division focused on strategic creative partnerships with the largest brands in the world.
Most recently, Glenday was named to The Hollywood Reporter’s Most Powerful People in Podcasting List for 2024.
Maria leads and oversees Horizon Media’s Podcast Center of Excellence, establishing strategy, investment and measurement framework on behalf Performance Audio brands. Maria is an for advocate for all things Audio, including attribution measurement, brand suitability and industry solutions that drive innovation & value.
