IAB Announces Lineup for This Year’s Podcast Upfront Event

There will be presentations from a dozen companies

HowStuffWorks is one of nine returning companies. IAB
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The Interactive Advertising Bureau announced the lineup for its fourth annual IAB Podcast Upfront event, which is scheduled to take place in New York on Sept. 6.

There will be 12 presenting companies, including returning companies Authentic (a Podtrac company), HowStuffWorks, iHeartRadio, ESPN Audio, Panoply Media, WNYC Studios, Wondery, Midroll Media and NPR.

New to the lineup this year are Westwood One, Market Enginuity and Univision.

The full-day event will take place at Convene at 237 Park Ave. and will give media buyers and brands an opportunity to learn more about podcast advertising.

The number of podcast listeners continues to rise. In 2017, 40 percent of Americans 12 and older said they had listened to a podcast before, up four percentage points in year. And 24 percent said they had done so in the past month, an increase of three percentage points from the year prior, according to the Pew Research Center.

Slate will give a keynote address, and the programming will feature a back-end look at popular podcasts including Freakonomics Radio, Revisionist History and This American Life.

“With brands increasingly trying to build direct relationships with consumers, they are turning to podcasting’s ability to tell stories in unique and intimate ways that engage today’s listeners, whether on the go or sitting at the kitchen table,” said Anna Bager, executive vice president, industry initiatives, IAB, in a statement. “This is the fourth IAB Podcast Upfront, and we anticipate nothing less than a packed room of marketers and media buyers anxious to tap into the power of this compelling medium.”

Time Inc., PodcastOne, Gimlet Media and Public Media Marketing took part in 2017 but won’t be presenting this year.

@SaraJerde sara.jerde@adweek.com Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.