At that moment, it’s also absolutely possible to build a unique transcript for that unique MP3, that takes into account the ads and places the transcript directly into the ID3 tag of the episode.
Podcast transcriptions full#
When a listener presses play on an episode, the hosting platform builds a unique MP3 file full of dynamically inserted ads and sends it to them. That text can be used to identify keywords, IAB categories, and safety frameworks such as GARM, all tools commonly used in other digital advertising channels to give advertisers further clarity on what they’re buying.īut we absolutely can do better as an industry. Each transcript, provided by the publisher or created on the publisher’s behalf, offers the ability for advertisers to understand not just the show they’re buying, but the individual episode. And even if those players did accept the transcript, if the podcast uses dynamic ad insertion (DAI)–which an overwhelming majority of monetized podcasts do-the transcript won’t line up correctly with the timestamps of the episode post-insertion.īut that isn’t a reason to dismiss transcripts. But that doesn’t mean any of the major podcast players do anything with that file. If you’re on a hosting platform that offers transcription services or one that allows you to upload a transcript, that transcript is publicly shared through the RSS feed. So, if a publisher painstakingly went to all the effort of building a high-quality podcast and selling ads for that show, why wouldn’t they provide the transcription that brand safety, brand suitability, and contextual advertising will be based on? Transcription Delivery Needs Improvement And much more.īut if we take it one step further, the only thing that a publisher truly controls in the podcast ecosystem is the content itself. Finding and sharing clips of an episode, in text, audio, or video. Like a whole new layer of content to distribute. There are obvious and overlooked marketing benefits that having transcripts of your episodes can also provide. While I hope that providing access to more listeners is a motivating factor, providing transcripts can also simply prevent you from being sued. Why Transcripts MatterĬaroline Mincks wrote a fantastic piece for Sounds Profitable last year titled Let’s Make Podcasts More Accessible where she did a fantastic job of explaining the value of transcripts in making podcasting more accessible. Which is why publishers and their hosting platforms absolutely need to make sure that transcripts accompanying the episodes that they worked so hard to publish originate from their central source of content.Īt the core of podcasting is the audio file, and publishers should be doing every single thing they can to own how the rest of the industry ingests what they’ve created. From contextualization, to brand suitability, and all of the incredible intelligence tools out there for podcasting.
And outside of very few things in podcasting, a deep understanding of the content will be our prime first-party data. So, let’s kick this week off with some motivation: I truly believe no advertiser should buy inventory on a podcast that doesn’t include transcriptions of their episodes.īeing able to suss out the text from the actual words spoken on a podcast episode is at the core of every bit of innovation built for understanding content in all of advertising.
The podcast advertising industry can actually help drive more podcasters to implement improvements, choosing where to spend their ad dollars as an incentive. While I absolutely understand where that mindset comes from, it’s time that we stop using it as an excuse to not innovate or improve. So much of what podcasters will embrace is based on whether the major podcast apps will also embrace changes and improvements and implement them. (Fill this in now you won’t lose your place!)
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