The IAB 2021 Podcast Upfront will take place May 11-13, 2021 convening traditional and digital agency planners, buyers, creatives, and brand marketers to educate and evangelize the power of podcasts to reach consumers.
This year’s event, titled “Listen Up,” gives brands and agencies exclusive “first-listen” access to the year’s most exciting releases, previews of creative opportunities, and insights that will define the podcast landscape for the year ahead. Libsyn will be presenting at the IAB Podcast Upfront for the first time in 2021, while IAB will also feature nine “Showcase” presentations over the three-day event, including Audio Up Media, AT WILL MEDIA, Blue Wire, Headgum, Kast Media, Locked On Podcast Network, QCODE, SpokenLayer, and Wonder Media Network, adding to the significant diversity accelerating in the industry.
The IAB 2021 Podcast Upfront will also unveil the IAB U.S. Podcast Advertising Revenue Report, which helps publishers benchmark their performance against the industry and identify new monetization opportunities at the ad category, ad-type and content levels. The report will also enable brands and agencies to learn about the latest opportunities available when investing in podcast advertising and sponsorships. Together, the event and the report give the industry the right tools to leverage podcasting as a mainstream medium that is scalable, measurable, and immersive.
The IAB 2021 Podcast Upfront will come hot on the heels of the May 3-6 IAB NewFronts, which is expected to have thousands of buyers registered to attend. Bringing both marketplaces closer together from a timing perspective will allow buyers to more holistically and effectively plan their overall digital media buys.
Sellers have a great growth story to tell — and buyers are ready to listen. “The IAB Podcast Upfront continues to be one of the most valuable ways for NPR to showcase new shows and its leadership in podcasting to the advertising community,” said Gina Garrubbo, President and CEO of National Public Media and Chair of the IAB Board of Directors.
“Podcasting is a space where advertisers can utilize trusted content in a very purposeful way,” said Eric John, Vice President, Media Center, IAB. “Whether for branding or performance, advertisers are leveraging the intimate — and highly engaged — relationship podcast creators and hosts have with their listeners.”