The Podcast, The ‘Prodcast’, And How Aussie Marketing Is Falling Behind

The Podcast, The ‘Prodcast’, And How Aussie Marketing Is Falling Behind
SHARE
THIS



In this guest post, Optus Entertainment content writer Tym Yee talks the evolution of the podcast and how Aussie marketers are missing a golden opportunity when it comes to sponsored content.

Content needs a new baby. We’ve gone from white papers to blogs to infographics to listicles to videos to interactive websites to apps to web series.

Chart this narrative against the rising popularity of podcasts and it’s not difficult to predict where content creators are going to poach their next play from.

Over in the USA we’re already starting to see this trend. Brands and podcasts have been criss-crossing each other for a few years now. If you’ve ever listened to anything from Gimlet, This American Life, Serial or anything from the Radiotopia stable you’ll be well familiar with sponsor bits from Audible, Mail…Kimp?, FourSquare and Stamps.com.

Their consistency in this space proves that somewhere out there, there are marketers who believe in the power of the pod.

This was confirmed last year when GE released their branded podcast The Message – a fictional sci-fi story about a mysterious extra-terrestrial audio recording which caused the untimely demise of those who listened to it.

Part murder mystery part alien encounter it was a bold move of creative content from a very traditional brand that evidently cut through. It momentarily knocked off frontrunners This American Life and Serial from the iTunes podcast charts to claim the number 1 spot. It was like the podcasting world’s ‘Dumb Ways To Die’!

In Australia, however, things in the podcasting space are moving a lot slower. There are barely any sponsored Australian podcasts. I note that FBi’s radio-cum-podcast All The Best recently broadcast an episode sponsored by Audible, whilst the Osher Gunsberg podcast has spruiked The Iconic before, and there are probably a few other examples. But by and large brand and marketing investment in the medium has been minimal on local shores.

Without the clout of a US-sized listening audience, podcast devotees in marketing and advertising might face strong opposition from within Australian companies.

Firstly, the medium is notoriously unsophisticated. Producers can look at some indicative figures, but we’ve got nowhere near the same kind of targeting, tracking, measuring, optimisation and distribution that you can get from other forms of digital marketing.

Secondly, the practice of podcast listening is far from ubiquitous, although various reports suggest it’s improving. Unlike with blogs, Facebook posts and YouTube videos, the phrase “did you listen to that podcast that [Some Brand] posted the other day?” doesn’t hold quite as much social resonance, yet.

So where does that leave the branded podcast in Australia? I predict, unfortunately, in a relatively uninspiring place.

If podcasting can’t deliver hard numbers to justify its investment and we can’t rely on the spray and pray approach without the audience size, say, that FM radio has, my gut is telling me we’re on the verge of a less than desirable outcome: conservative, legal-team-vetted, awareness-based branded podcasting. Essentially, PR podcasts. Or as I suggest we called them: ‘PRodcasts’.

PRodcasts could very well come into being over the next 24 months in Australia in instances where corporations that have the budgets to produce amazing, inspiring, entertaining, engaging and fierce podcast content choose to play the safe card instead of taking a risk.

They’ll happen when the medium hits the mainstream and follow-the-leader-marketers start uttering “hey, we should start a podcast!”

But the good news is that between now and then agile content creators have a sweet window of opportunity. There aren’t really any Australian brand doing podcasting particularly well at the moment.

We should be excited about the intersection that podcasting and advertising and marketing sit at. To take advantage of this we need to be nimble, take gambles and be insistent. We need to act fast and pitch far out, whacky ideas and stand strong when compliance teams tell us that we couldn’t possibly do that.

We need to show not tell when our clients can’t quite see the point. We need to create a sense of urgency and purpose for podcasting before it gets owned by the masses.

You’ve heard the warning. But the question is: are you listening?

Tym Yee is a writer at Optus Entertainment and is currently researching podcasting at Macquarie University.

Please login with linkedin to comment

Latest News

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.