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SXM Media’s Lizzie Widhelm on the challenges advertisers face with podcast ad buying

Digiday 24 Nov 2021 05:01
November 24, 2021 by Sara Guaglione

Podcasts are a booming space for publishers and advertisers alike: podcast ad revenue is expected to reach over $1 billion this year, and about 80 million Americans are now weekly podcast listeners, a 17% increase over 2020, according to Edison Research. Popular shows like The New York Times’ “The Daily” get more than four million downloads per day. But the ad market is still being developed, and as a result advertisers are dealing with challenges around measurement, targeting and programmatic ad insertion.

Digiday spoke to Lizzie Widhelm, svp of ad innovation and B2B marketing at SXM Media, to find out how SiriusXM Holdings’ combined ad sales organization is approaching these issues, what solutions are to come in the future, and where she sees the industry going in 2022.

Widhelm oversees the SiriusXM, Pandora and Stitcher platforms at SXM Media, a role she took on in May after nearly 16 years at Pandora, which SXM Media acquired in 2019. SXM Media’s programmatic ad solution lets advertisers buy inventory from Pandora, Stitcher and SiriusXM, as well as podcasts from outside publishers such as NBC. SXM Media’s podcast network reaches 45 million U.S. listeners, according to the company.

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SXM MediaEdison ResearchLizzie WidhelmSiriusXM HoldingsWidhelm
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