For Vicki La, podcasting is about more than what meets the ear

When you think of podcasting, your mind probably goes to the listening experience: earbuds, the play button, disembodied voices speaking in a microphone. But when Vicki La thinks of podcasting, she sees a multidimensional world in which the host-to-customer connection spans branded content, social engagement and in-person events. See all of Ad Age’s 40 Under 40 honorees here “The podcast space is more than just audio,” said La, head of advertising marketing at Wondery. La, 39, leads Wondery’s efforts around its advertising brand, primarily by shaping messaging and developing ad solutions for clients. One of her most impactful contributions has been Wondery’s “Beyond the Headphones” initiative, in which she has helped brands leverage the many opportunities beyond typical audio ads that are available in the podcasting space. She has organized panels at Cannes featuring Wondery’s top talent and an in-person recording of “Baby, This is Keke Palmer,” where marketers engaged with top fans through immersive activations. La has also spearheaded Wondery Ad Analytics, the company’s suite of measurement tools for advertisers. These products have helped Wondery turn podcast advertising into a more comprehensible space, on par with digital and TV advertising. “The audio landscape is changing, and evolving and innovating how to measure impact has been something that the industry continues to move forward with,” La said. If you could have dinner with one person, alive or dead, who would it be and why? Anthony Bourdain. He was an amazing storyteller who explored the world with curiosity and authenticity, using food as a way to connect with different cultures. I imagine a conversation with him would be insightful—he’d make for a fascinating dinner companion. What are the top two social media sites you use on a regular basis? I tend to turn to Pinterest when I’m seeking inspiration—and Instagram more as a way to stay connected with friends, family and communities, as well as discovering trends. What’s currently on your bedside reading list? “Tomorrow, and Tomorrow, and Tomorrow” by Gabrielle Zevin. What was the last show you binge-watched? “The Perfect Couple.” At what age do you hope to retire? When I feel like I’ve achieved my biggest goals—but I’m always setting new ones, so who knows?! See all of Ad Age’s 40 Under 40 honorees here

For Vicki La, podcasting is about more than what meets the ear

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