“With great power there must also come great responsibility.”

Uncle Ben was probably not thinking about podcast advertising when he passed this advice along to Peter Parker, but it kind of applies anyway.

Last year, IAB research showed that podcast ad revenue in the US surpassed the $1 billion milestone in 2021.

As the sector continues to grow, podcast ad pros predict there will be increasing demand for programmatic inventory, measurement solutions, and more crossover with video content in 2023.

Year of programmatic? Programmatic marketplaces exist for podcasts, but they’re not incredibly popular. Only 1.7% of podcast ads were sold programmatically in 2021, per the IAB. They might gain some more traction in 2023, several execs predicted.

Lisa Jacobs, VP of media operations and analytics at radio and podcast agency Ad Results Media, said programmatic inventory will increase as podcasters “continue to come around to the idea of an additional revenue source,” but perhaps less quickly than it did in its early days for other channels.

Prove it: Next year might also bring about the “age of verification” in podcasting, Dan Granger, founder and CEO of audio agency Oxford Road, predicted.

If programmatic buying does grow in 2023, as Jacob Schwartz, associate media director for national audio investments at Mediahub, thinks it will, “the need for transparency into delivery is going to come to a forefront,” he wrote in an email.

YouTube has entered the chat: Podcasters have been distributing their content on YouTube over the past five years or so, according to Grant Durando, director at Right Side Up, but the number of them doing so will “reach critical disruptive mass” in 2023, he wrote in an email. If that happens, it could spark a need for new attribution solutions, Durando noted.

Read the full story here.—AM

Each Tuesday, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here.

Tori Baisden worked at the Museum of Ice Cream before joining Utendahl Creative, a design studio where she’s partner and creative director.

Favorite project you’ve worked on? Good Eat’n—a plant-based snack brand co-founded by Chris Paul and the Gopuff team. It is one of the first projects that we’ve owned from beginning to end (including naming, strategy, packaging, web design, and art direction). Our clients granted us the freedom to run wild, and that freedom paid off—within one week of launch, Good Eat’n was sold out on Gopuff.

What’s your favorite ad campaign? Infomercials from the late ’90s—early 2000s. I like marketing to be both as direct and absurd as possible—shamelessly peddling wares and begging for us to Buy Now. In the world of infomercials, happiness is guaranteed, urgency is everything, and by purchasing this Bedazzler in the next 10 minutes, your life will go from dull to kodachrome in a mere magical moment.

One thing we can’t guess from your LinkedIn profile? I have a vast and varied wig collection that’s about 20 deep, and I don them more often than you might think.

What marketing trend are you most optimistic about? Least? I love guerilla activations like Mschf’s Eat the Rich ice cream truck. Marketing as performance art. Projects like this excite me because they use marketing tactics as a medium of artistic and, in this case, political expression.

I’m least excited about anything TikTok, social media, or Web3 related, lest we wind up in a Snow Crash-style dystopia (though we might already be there). Our digital lives are already drowned in advertising. I prefer marketing that brings us back to the real world.

What’s one marketing-related podcast, social account, series you’d recommend? I recommend the Lucid Shift podcast that my dear pal and leadership coach, Ben Easter, puts out. It’s more mindset-related than marketing-related, but trust me, your soul and your work will be better for it.

It’s not exactly easy to predict what will happen in our industry. While we’ll avoid making any bingo card jokes, we certainly didn’t expect Netflix to cave to ads in 2022. Or for Radio Shack to make headlines for its “horny Twitter account.” But here we are.

Still, we’ll be spending this week focusing on 2023 predictions and trends that could define the year ahead for marketers. In our annual end-of-year reader survey, we asked you to pick the marketing trend that you think will be most important in 2023. Out of nearly 475 responses…

• 25% said organic TikTok marketing
• 24% said ad-supported streaming tiers

The case for TikTok: “With sensational growth and one of the only mass social media platforms where you can still grow followings and tribes, TikTok is the dream. Plus, anyone under 40 is using it for everything from shopping to search and more,” one respondent wrote. Another said, “TikTok, with its privacy concerns and lawsuits and all, seems to be standing the test of time and capacity to join the ranks of main social media, where it will just be standard for every brand to have one.”

The case for streaming: “Streaming has eluded and excluded marketers for a decade and eroded the importance and influence of TV advertising. Ad-supported streaming finally lets marketers back into the mix for long-format video content,” a respondent wrote. Someone else said they believe that “we are beginning to see a pull away from the binge-worthy commercial-free streaming service that was popularized by Netflix and a push towards the more traditional form of TV which relies on ads and weekly releases as streaming services integrate both of these into their platforms.”

+1: Roughly 10% of you said virtual product placement would be 2023’s most important trend, while the remaining responses were split between trends like livestream shopping, fractional CMOs, and retail media networks.—MS

There are a lot of bad marketing tips out there. These aren’t those.

Link up: Brush up on some product updates LinkedIn has introduced.

Anon pls: Get some ideas for “faceless” video content, aka content that doesn’t include anyone’s face on camera.

Funnel it in: Here are some tips for B2B brands looking to find customers using Google Ads.

New year, new you. Resolution-minded consumers are heading into 2023 looking to build (or break) habits—and brands, as always, want in. Which resolutions were most popular among US consumers this year?

A. Read more

B. Save more money

C. Learn something new

D. Quit a bad habit

Keep scrolling for the answer.

Catch up on a few Marketing Brew stories you might have missed.

• A conversation with Sweetgreen’s chief brand officer, Nathaniel Ru
• 6 major streaming moments of 2022
• Shiv Gupta, founder of U of Digital, on what he’s paying attention to this year