Why Podcasts Are Kicking Butt In Adland

Why Podcasts Are Kicking Butt In Adland
SHARE
THIS



Podcasts are a content marketer’s sweet spot, and brands and consumers are eagerly jumping on board. In this opinion piece, Josh Butt, head of content production for our specialist division, MediaCom Beyond Advertising (MBA), explains why podcasts are the new go-to for marketers.

Ok, here’s the thing: people who buy your products can’t always be bothered to have a conversation with you. They don’t necessarily care you have a cool new hashtag and they certainly won’t want to “join the conversation” unless you do something that they are actually interested in and have a point of view on.

TV audiences continue to decline. Netflix, Spotify and other subscription content services are increasing their members. People are paying — they prefer their content on demand and with as few ads as possible.

It’s not all about filmed content either.

Serial reshaped Podcasting, 100 million downloads and series two on its way, it was the tipping point for audio content on demand. A few companies made it their marketing strategy to support podcasts and since mid 2014, this cash injection has encouraged the industry to grow and delivered successful content for those brands.

MailChimp, first sponsor of Serial, is the most famous supporter of American podcasts and its charming sponsorship announcement had incredible levels of recall of the sponsor, and of what its service was because it didn’t push product or take itself too seriously (and it repeated its name incorrectly which helped). It fitted the context and content it sat within, and that is the key.

Start Up recently finished its second series, about companies starting up. In each episode, there are one or two sponsors with two or three opportunities for a plug. Start Up’s ads are unique to the medium – they are in the documentary style of the show. They educate the audience about the product without selling. Ford sponsored the 2nd series — its ads highlight features of the cars and how they’re “evolving the driving experience”. Its programmable key featured on one of the ads which was highly memorable and with distinct and relevant personality, which is key to effective podcast integration.

A spot in another Gimlet show, Reply All chronicled the host’s displeasure that his co-host hadn’t seen his new baby yet, so he created a website with Square Space (a sponsor) to encourage a visit (it worked).

An audience that is inspired, informed and involved will recall the brand that supported the show. That’s what the data shows us (yep, there’s data).

Few Australian podcasts have a critical mass, unfortunately. But to create them, we’re going to need brands involved so they’re being made outside the ABC. The audience is rising, thanks to the Podcast app on iPhone and Android. Digital car radio hasn’t hit a tipping point but it will soon, so get ready.

For now, there are many podcasts in their embryonic stages with opportunities for brands to cleverly integrate and help with distribution.

ABC’s ‘Rum, Rebel and Ratbags’ a podcast about Australian history and ‘Science Vs’ is a shining example of excellently produced content. Mamamia have gone podcast crazy with shows on parenting, successful women and women over 40.

Brands are starting to get involved. Colonial First State and Macquarie Radio created a podcast series for people 45+ on how to prepare for retirement (The Road Next Traveled). It was excellent. Word is a second series is coming. 

I consume little TV when it’s programmed, preferring to watch it when it suits me. The same goes for my radio listening – which is now about 80 per cent podcasts. Now, I might be more into podcasts than your average listener, but the trend is definitely turning.

As more people evolve their perspective of audio content from programmed radio / Spotify to shows available on demand, they will seek out podcasts, the series will go for longer and new shows will emerge. Australians are early adopters of technology and they are holding a great distribution platform in their hands or holstering it when they drive. So, next time you’re thinking about your brand’s content remember, the best brand content informs, involves or inspires your audience — whatever form it takes, make sure it’s something your audience wants.

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]