The author argues that using civility as a metric is superior to conventional content evaluation approaches that blacklist potential advertising opportunities based on keywords without considering context. This approach could open up high-value advertising opportunities in podcasting that would otherwise be overlooked. The article concludes by emphasizing the role of businesses in promoting civility, thoughtful dialogue, and productive conversations, particularly in a time of social division and polarization.
Key takeaways:
- Podcast advertising is a rapidly growing industry, with revenues projected to more than double between 2022 and 2025.
- Despite the potential to reach targeted audiences, many businesses hesitate to engage with podcasts due to the complexity of the podcast universe and potential high-stakes risk.
- Artificial intelligence can be used to analyze podcast content at scale, determining whether shows cross the line from safe discourse to controversial and risky content.
- Using civility as a metric for brand suitability can open up valuable advertising opportunities, align with corporate values, reduce risk, and support respectful, constructive conversation.