RSAC 2025 and Why Security Tech Brands Must Be There

After returning from RSAC 2025 - I'm convinced this is an event everyone in the tech community must attend. The expo floor had over 600 exhibitors, and there were 40,000+ attendees. You should be there if you are a security tech brand or need to upgrade your company's security infrastructure.

Walking the halls of the Moscone Center last week, I was inspired by how many sessions directly complemented the topics we cover on our network. From zero-days to AI-driven mitigation, RSAC brings to life the conversations we have weekly on Security Now, This Week in Tech, and Tech News Weekly. It’s hands-on, high-level, and deeply relevant.

RSAC is particularly valuable for our audience because of its depth of technical expertise, practical applications, and exposure to new AI security tools. As our Executive Producer, I attended to find AI security brands leading this space so we can feature them on TWiT.tv. Presenters demonstrated blocking attack techniques, mitigation strategies, and how AI is now integrated everywhere. RSAC allows you to network with the security brands defining our digital future and protecting our global economy from cybersecurity attacks. 

Attending RSAC is a worthwhile investment. The concentrated networking opportunities and hands-on access to cutting-edge security solutions provide value far beyond the conference dates. 

I’ll be back in 2026. Hope to see you there

Why TWiT.tv's Ads Stand Out

At TWiT.tv, we've built our podcast network with a clear focus: delivering more value to our audience and partners. In today's crowded podcast landscape with nearly 5 million shows, we've distinguished ourselves through deliberate choices that maximize advertising effectiveness. Here are a few reasons why TWiT.tv's approach delivers superior results:

1. Multi-Format, Host-Read Authenticity

Our shows are available in audio and video formats, giving advertisers dual-platform exposure. Our host-read ads aren't confined to rigid 60-second scripts – our hosts take the time to properly introduce brands, covering testimonials, features, benefits, case studies, and personal endorsements when appropriate. We never pre-record our ads; they are always fresh and unique every time. 88% of our listeners purchase based on TWiT.tv ads (compared to Nielsen's industry average of just 50%).

2. Live Simulcasting Across Eight Platforms

When recording, we simulcast on YouTube, Twitch, X, TikTok, Facebook, LinkedIn, Kick, and Discord. This delivers 3,000-5,000 live viewers during recordings, providing free additional exposure since we don't charge for this live audience. Brands automatically receive this boost when their ads are read during our live shows.

3. Full-Service Campaign Support

Our in-house continuity team handles everything for your campaign, from creating ad copy and graphics to supporting throughout. We conduct onboarding calls between hosts and new brand partners before the first ad runs, allowing hosts to ask questions and strengthen the campaign messaging.

4. Proactive Delivery Insurance

We automatically include extra ads with all contracts to protect against potential audience softness due to disruptions like natural disasters, elections, or holidays. If these "insurance ads" aren't needed, they convert to bonuses – ensuring we always over-deliver on impressions.

5. Exclusive Partnership Benefits

As a boutique network with limited ad inventory, we offer exceptional benefits to direct partners:

• Guaranteed impression over-delivery

• Additional free ads and courtesy commercials

• Social media promotion across our network

• Detailed onboarding calls with our hosts

• Featured placement on our sponsor page, show pages, and RSS feeds

Our approach works because we understand our tech audience and what makes effective advertising. Our hosts develop genuine relationships with brands, creating authentic promotions that resonate with our highly engaged community.

If you want to reach a passionate tech audience through a network that consistently over-delivers, we invite you to contact us directly at partner@twit.tv to discuss how we can help grow your brand.

Maximizing B2B Podcast ROI: A TWiT.tv Guide for Agency Partners

 

To our agency partners and media buyers - Let's discuss what your clients aren't seeing in our standard podcast metrics and why that matters for their bottom line.

Understanding Attribution Windows in Tech

Your clients are used to immediate results from digital campaigns. We get it. 

Because we embed ads, our attribution requires patience, which pays for itself in evergreen interest. Our 20 years of podcast advertising data shows an undeniable pattern: B2B podcast campaigns reach peak performance at the 8-week mark. This extended attribution window is crucial for accurate campaign assessment and should be built into your client expectations from day one. 

What does this mean for an agency? This longer timeline reflects the deep, trust-based relationship between hosts and listeners – a relationship that translates into lasting customer loyalty for our partners. Setting the proper expectations is essential for your success, our success, and the client's success.

Let's get into it:

The Multi-Platform Reality

Your tracking platforms are missing significant portions of campaign reach.

Standard analytics tools like Spotify Ad Analytics capture audio downloads but miss our extensive video reach. We've been in the video game since pre-YouTube days, and our current distribution spans multiple platforms with significant viewership:

• Live simulcasts across 8 platforms and counting.

• 3,000+ live viewers per recording.

• 13,000+ Club TWiT Discord members actively seeking sponsor information.

• Embedded evergreen placements (not DAI).

Campaign Insurance Built-In

We've been in the game longer than anyone else, and we've seen it all. Because of that, we're always thinking ahead and taking into account any potential softness factors the year may hold. We've built several safeguards into our campaigns that protect your client's investment:

• Automatic 10-30% over-delivery on all campaigns, which is why we don't discount our CPMs directly. 

• Buffer inventory to counter any potential soft spots.

• Multi-platform distribution, social media shout-outs, and more.

The B2B Differentiator

Our strict vetting process means your clients join an exclusive group of sponsors speaking to a highly engaged, tech-oriented audience. The trust equity we've built over two decades translates to higher loyalty in converted customers. Keep in mind though, the B2C playbook needs adjustment for B2B campaigns. 

Our data shows higher conversion rates after following our B2B-specific recommendations:

• Higher frequency requirements for B2B conversion due to their complex nature and multiple pipelines of purchase decision approval.

• Extended ad reads (2-4 minutes) deliver better results; the longer the copy with authentic testimonials from happy customers, the better. 

For optimal results, we recommend:

• Early booking for premium shows.

• Minimum of 1 ad per show, every 2 to 3 weeks, for at least one quarter.

• Strategic show selection based on client verticals.

TLDR: Strategic Recommendations for Agency Partners

• Build longer flight plans into your client proposals.

• Factor in our untrackable live video reach.

• Secure premium inventory early, especially for tech-focused clients.

• Set proper attribution windows in your tracking platforms (60 days, at least).

• Leverage our brand's trust for higher-value client acquisitions.

We're here to help guide your client's success as much as you are. The standard podcast metrics dashboard tells only part of the story. As you plan your clients' 2025 media mix, consider the full ecosystem of benefits our platform offers beyond traditional podcast plays. Let's collaborate on crafting campaigns that deliver both immediate impact and long-term client value.

TWiT 2025 Podcast Advertising Opportunities

As we enter October, it's that time of year when most podcast networks release their 2025 rate cards. Here at TWiT.tv, we are excited to continue with eight public-facing shows. After transitioning to a single-ad model in 2024, we've lowered our quarterly minimum to $20K. This applies to direct business, as agency clients have more flexibility because it's their job to manage their clients. The bulk of our business is direct, which we prefer because our partners trust our expertise, and having an in-house relationship gives us direct access to brands. It allows us to communicate more effectively. Why? Because agencies deal with hundreds of brands and networks, we rarely meet a client or have insights into their growth goals and campaign objectives. All we receive is ad copy, and they select the shows and frequency. A direct relationship means higher success on our network because brands listen to our advice on show selection, frequency, and ad copy. We have brand meetings with our inside hosts so they can ask questions, and we can improve the ad copy before the first ad drops. Given the attention and care we take with our direct partners, we deliver higher results and help brands reach their growth goals faster.

Our core offering is first-tier, host-read, embedded ads. These ads are featured across all our platforms—audio, video, and YouTube. In addition to these embedded ads, we also have digital banner inventory on our website. 

We offer second-tier ads through our partnership with Libsyn Ads. Libsyn Ads inserts dynamically inserted ads in the residual audio inventory for our eight public-facing shows. These audio-only ads can be 15, 30, or 60 seconds long and can be producer-read or host-read. Libsyn also sells our five club shows on an exclusive basis. We release the audio for free to the public, and video content for these shows remains exclusive to our club members. If brands are interested in these ads, they must reach out directly to Libsyn as they bind their own contracts.

We are highly effective for brands because of the deep trust we've cultivated with our audience. On our long-format shows, we deliver just one host-read ad every 20-30 minutes, whereas most podcast networks pack in 5-10 ads per hour. Our hosts take the time to introduce brands properly, with reads lasting 1-6 minutes. This approach allows our hosts the creative freedom to highlight features, benefits, testimonials, and awards—giving a comprehensive introduction that resonates with our audience.

In addition to embedded ads, brands partnering with us receive many added benefits. We simulcast to seven streams (with more on the way) while recording our shows. These live streams reach an audience of 5-10K fans, offering brands free exposure. For our ad-free club members, we drop courtesy commercials in our Discord channel so they know the brands supporting us, providing another layer of free exposure to a growing community of nearly 15K members.

Our partners also enjoy social media promotion and courtesy commercials for use beyond paid media. Plus, our ads are embedded, which means they live in our content forever, and when fans discover our network, brands receive residual impact long after their campaign is over. In 2024, we delivered 20-30% over contracted impressions. Why? We layer in extra ads to account for seasonal softness and mark down our rate card by 5%. When softness doesn't materialize, it's a bonus for our partners.

If your goal is to connect with a tech-savvy, highly educated audience full of decision-makers in tech and business, then let's chat and discuss your growth goals and campaign objectives. We are here to elevate your brand.

Contact us: Advertise@twit.tv

Six Essential Strategies for Measuring Your Podcast Campaign ROI

 

I'd like to share insights on effectively measuring podcast campaign success. My extensive experience in the industry has taught me valuable lessons about tracking and evaluating the impact of podcast advertising.

First, it's essential to understand that only some things can be tracked. At TWiT, we stream our shows live on multiple platforms, reaching thousands of fans. These live views aren't trackable, which means our brand partners receive bonus exposure that isn't reflected in standard metrics.

Now, let's discuss how to effectively measure podcast ad campaigns:

1. Set realistic expectations: Podcast consumption is on-demand, so campaigns can take up to eight weeks to reach full impact. Patience is vital when evaluating results.

2. Monitor ad impressions: Track episode downloads and review impression updates regularly. At TWiT, we provide weekly audio, video, and YouTube impressions updates.

3. Analyze direct response metrics: While landing page visits and offer code usage are valuable tools, remember that they don't tell the whole story. Many listeners, especially in tech-savvy audiences, will bypass these methods.

4. Utilize podcast ad tech: We offer Spotify Ad Analytics and Podscribe for comprehensive tracking. These tools provide insights into listener behavior and ad effectiveness.

5. Diversify advertising channels: Converting a listener often takes 7-15 touchpoints. To maximize reach and effectiveness, we recommend pairing podcast ads with other forms of advertising.

6. Implement post-purchase surveys: This often-overlooked tool can provide crucial insights into how customers discovered your brand.

Remember, genuinely gauging a podcast campaign's success requires combining these tools and approaches. Allow time for the ad to make an impact, and if you see traction, consider maintaining consistency in your campaign.

At TWiT.tv, we're committed to helping our partners achieve their advertising goals. If you're interested in exploring podcast advertising opportunities with us, please contact me directly at Lisa @ twit.tv. We'd be happy to discuss your campaign objectives and how we can support your growth.

Changes at TWiT.tv - Embracing Change and Impermanence

 

I understand that changes, cancellations, pivots, and new content announcements can sometimes be met with negativity. However, it's important to remember that change is a natural and necessary part of life.

When we resist change, we create unnecessary suffering for ourselves. We become attached to the way things are and fear the unknown. But if we learn to embrace change, we can open ourselves to new possibilities and opportunities.

Pivoting and trying new things can be challenging, but it's also essential for growth and evolution. It allows us to learn new skills, expand our horizons, and adapt to the ever-changing world.

So, instead of reacting negatively to change, let's embrace it with curiosity and openness. Let's see it as an opportunity for growth and transformation. Networks add new programming and cancel shows all the time. It's expected, it's media.

Remember, the only constant in life is change. We can live more fulfilling and dynamic lives by accepting and embracing it instead of fighting or complaining.

Yesterday, I announced that "Ask The Tech Guys" ended in its current format. However, we are excited to announce that we are combining tech help with tech literacy, and "Hands-On Tech" is reborn, featuring elements from both "Ask The Tech Guys" and "Hands-On Tech." It will also be less than 30 minutes long, addressing concerns from our fans about the length of our shows.

We have heard from our fans and understand that content has exploded, making it challenging to keep up with longer shows. That's why we have created short-form content over the last few years.

Hands-On Tech joins our short format shows like Home Theater Geeks with Scott Wilkinson, Hands-On Windows with Paul Thurrott, and Hands-On Mac, starring our iOS expert Mikah Sargent. 

Therefore, plan on more changes as we evolve and grow, and try leaning in with excitement and curiosity.

TWiT.tv's New Partnership Opportunities

If you've heard my latest episode of Host-Read Ads, you know we have an update on our expanded partnership offerings for 2024. TWiT has diversified our options to provide value at every level of engagement.

We're pleased to announce our collaboration with Libsyn Ads, who now manages dynamic insertion audio ads for our new public club shows. They also have exclusivity on residual audio inventory for our eight public-facing shows. Libsyn offers producer-read ads with flexible targeting options, making it an excellent entry point for those looking to test our market.

For brands seeking a more integrated approach, our direct partnerships offer host-read ads within our show content. These in-depth, mid-roll placements allow our hosts to authentically introduce your brand to our audience without strict time constraints.

We've also introduced an opening billboard opportunity, providing premium visibility across all shows for a full week. This 30-second slot, positioned after the cold open, ensures maximum audience attention.

Our comprehensive direct partnership package includes additional benefits such as onboarding calls with hosts, presence on our sponsor page, social media promotion, shareable commercials, and promotion to our 14,000+ ad-free club members.

At TWiT, we're committed to curating partnerships that add value for our tech-savvy audience. Our full-service team is ready to support your campaign from conception to launch, ensuring alignment with your growth goals and campaign objectives.

If you want to explore how TWiT can support your marketing strategy, please contact us at advertise@twit.tv. We look forward to discussing how we can help you connect with our engaged audience of technology enthusiasts.