Horizon Media Executive Maria Tullin Discusses Future Of Audio
As video podcasts gain popularity, Maria Tullin says audio should not be abandoned, according to AdExchanger. She believes audio remains a vital advertising channel.
Original reporting · adexchanger.com
Original: “Video Podcasts Are Hot, But Don’t Abandon Audio, Says Horizon Media’s Maria Tullin”
Read “Video Podcasts Are Hot, But Don’t Abandon Audio, Says Horizon Media’s Maria Tullin” at AdExchanger →
How this was written. The 5:45 wrote this article with a language model from AdExchanger’s reporting (model: @cf/meta/llama-3.3-70b-instruct-fp8-fast); it describes that reporting rather than adding to it. The original, linked above, is the full story.
Key points from AdExchanger’s report
- Horizon Media's Maria Tullin believes audio should not be abandoned despite the rise of video podcasts.
- The audio space has evolved dramatically over time, with pixel-based attribution becoming more common.
- Horizon Media considers video podcasting an extension of traditional podcasting and tries not to be too precious about who handles what.
- Clients typically spend on podcasts from their audio budget, but sometimes allocate funds from an influencer budget.
- The rise of video podcasts has led to changes in how Horizon Media operates, with a focus on considering a range of creators.
The rise of video podcasts has led to concerns that traditional audio may be left behind, AdExchanger reported. However, Maria Tullin, Horizon Media’s SVP of performance audio and podcast strategy, argues that audio should not be abandoned. Tullin oversees all things audio at Horizon, with a focus on performance, and customizes audio investments for each brand and client.
Streaming services and cable TV networks are now licensing and producing their own podcast content to monetize with ads or drive new subscriptions. This shift has put traditional audio in an awkward position, as it is often treated as a niche advertising channel. Tullin says that audio should be considered a gateway to other formats, including video.
Tullin discussed the evolution of the audio space, which has dramatically changed over time. She noted that traditionally, promo codes and vanity URLs were the primary methods of attribution, but now pixel-based attribution is used. However, there is still a hole in measuring YouTube's simulcast, which is when a piece of media is streamed simultaneously to YouTube and other platforms.
At Horizon Media, video podcasting is still within Tullin's purview, and she considers it an extension of traditional podcasting. The company tries not to be too precious about who handles what, but rather focuses on the approach and the client's goals. Tullin says that clients typically spend on podcasts from their audio budget, but sometimes they may allocate funds from an influencer budget.
The rise of video podcasts has also led to changes in how Horizon Media operates. Tullin notes that it's a double-edged sword, as while it's great that people are excited about podcasts, there is a risk of oversaturating popular shows with ads. She advises considering a range of creators, including those with video-first podcasts and those without video elements.
Tullin also shared advice for women just starting their careers in media. She emphasizes the importance of setting boundaries, but also being open to learning and taking on new challenges. She suggests asking questions about the job above you and offering to help with tasks that interest you, as this can help you get promoted and advance in your career.
The interview with Tullin highlights the importance of considering audio as a vital advertising channel, even as video podcasts gain popularity. As the media landscape continues to evolve, it's crucial for companies like Horizon Media to adapt and find new ways to measure and attribute audio advertising.
Questions and answers
What is Maria Tullin's role at Horizon Media?
Maria Tullin is the SVP of performance audio and podcast strategy at Horizon Media, overseeing all things audio with a focus on performance.
How has the audio space evolved over time?
The audio space has evolved dramatically over time, with pixel-based attribution becoming more common, and a shift away from traditional promo codes and vanity URLs.
What advice does Maria Tullin give to women just starting their careers in media?
Maria Tullin advises women to set boundaries, but also be open to learning and taking on new challenges, and to ask questions about the job above them and offer to help with tasks that interest them.
