Will Serial’s Second Season Bring Ad Dollars To Podcasts?

Will Serial’s Second Season Bring Ad Dollars To Podcasts?
SHARE
THIS



Podcasts are reportedly becoming hot new ground for brands and advertisers to experiment in, and with Serial quietly dropping its second season last week on internet radio site Pandora, advertisers are said to start flocking to the service.

The first season of Serial was beyond a success. As a spin-off on another podcast group This American Life, Serial followed a true murder case and the evidence in an attempt to figure out what happened. A conclusion was never reached, however the series was apparently a “record-breaker” in download numbers in iTunes.

While Serial may have given podcasts a fresh breath, they’re not a new thing. However over the past few years publishers have started investing more into their own podcasts, with brands jumping on board. Josh Butt from MediaCom Beyond Advertising recently hailed podcasting as the new trend for advertisers to get in bed with, with Serial being a catalyst.

Serial reshaped podcasting, 100 million downloads and series two on its way, it was the tipping point for audio content on demand,” he said in an opinion piece a few weeks ago. “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.”

It’s not all smooth sailing though, as many media buyers apparently don’t understand the potential of podcasts.

With the return of Serial US publication AdWeek wondered whether it will finally pull advertisers to the platform, as Serial has helped increase the download of other podcasts alongside it.

“The sheer scale of its listener base—tens of millions—can be attributed as a key catalyst for the medium to be considered in planning discussions,” Laura Correnti, group account director at OMD and Giant Spoon partnership, The Grid, told AdWeek in its recent print edition.

However, radio futurologist and managing director at media.info James Cridland questioned whether the uptake increase is equivalent to the large amount of coverage about whether advertisers should invest in podcasts.

“People all of a sudden are talking about podcasting and then investing in it,” he told B&T. “Weirdly, what we’re not actually seeing is a massive increase in the amount of consumption of podcasts.

“What we are seeing, particularly in America, is people jumping on this as being the next big thing in terms of where to stick your investment cash into.”

That’s not to put podcasts down, he stressed, “it’s just saying all of the investment community have woken up to what great speech radio programming can do, which just happens to be on-demand and just happens to be a podcast.”

There’s quite a few articles about podcasts’ potential, we’ve written a number as well, and while there may be confusion about consumption versus investment, Cridland believes “anything that raises the profile of podcasts – like Serial – is a good thing for revenue, both advertising and also investment in the industry”.

Email marketing platform MailChimp was one of the first sponsors of Serial, and the ad at the beginning of each episode became almost as ingrained within the listener’s mind as the program itself, said Radiocentre on the D&AD website. No surprises the brand has signed back on for the second season.

“As MailChimp has proved, advertising and sponsoring a successful podcast can be a lucrative move, with each listen equalling a listen of a brand’s advert and it’s this direct and targeted engagement companies are after. Podcast listeners tuning into the same program each week, attentive and responsive to what they’re hearing is an attractive quality for many brands.”

The BBC’s tech correspondent Rory Cellen-Jones also added: “What this means is that podcasting, which has long struggled to prove its commercial viability, suddenly looks an attractive destination for advertisers – and investors.”

Both the D&AD and BBC articles point out gaining solid funding for podcasts has been tricky as there doesn’t appear to be any standard on how to do it properly.

D&AD’s Radiocentre said: “However, keeping in mind a prospective podcast’s ranking and popularity, its geographical spill and an awareness of the content and audience of a podcast, the beginnings of a basic strategy can be formed by brand when considering advertising opportunities.”

In Australia, MediaCom’s Butt said there’s not a huge amount of podcasts which have made it mainstream, and while the ABC creates a large amount of podcasts, in order to get brands and advertisers involved they’re going to have to go outside the public broadcaster.

“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,” he said.

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

Butt pinpointed publishers like Mamamia as big creators of podcasts, and with Mamamia recently reiterating its commitment to podcasts at its recent Upfronts in Sydney, only time will tell how the medium goes.

Latest News

Women In Media Profile: Zeina Khodr
  • Media

Women In Media Profile: Zeina Khodr

When B&T was offered to interview a lady named “Zeina”, we initially thought it was the warrior princess herself.

by B&T Magazine

B&T Magazine
39th AWARD Awards Winners Announced
  • Media

39th AWARD Awards Winners Announced

The winners of the 39th annual AWARD Awards were announced tonight in a celebration of the most outstanding creative communications work in the Asia Pacific region. The theme for the night was “Count Yourself Lucky” and didn’t disappoint with a record number of golds being presented. Held at Carriageworks as part of the Semi Permanent […]

Q&A With Cannes Chairman Terry Savage
  • Advertising
  • Media

Q&A With Cannes Chairman Terry Savage

If you mistakenly thought this was an interview with Kojak's Telly Savalas, as it turns out, it's even better than that.

Optus To Phase Out Virgin Mobile Brand
  • Marketing

Optus To Phase Out Virgin Mobile Brand

Didn't much fancy that Telstra story above? Well, perhaps B&T could tempt you with this tasty Optus tickler instead.

by B&T Magazine

B&T Magazine
AKQA R&D Teams Up With Google For Semi Permanent 2018
  • Media

AKQA R&D Teams Up With Google For Semi Permanent 2018

AKQA R&D in collaboration with Google has developed a process called Somesthetic Transfer. It uses machine learning to take both the style and texture of an artwork and apply it to another image to be 3D printed with a UV printer. The works will be displayed at Semi Permanent 2018 in Sydney from Thursday 24 […]

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid
  • Marketing
  • Media

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid

Design students from Torrens University’s Billy Blue College of Design have partnered with WPP AUNZ’s Health & Wellness division to decode clinical data on ‘Medicinal Marijuana in the Treatment of Epilepsy’. Their creative solutions will be presented at a Vivid Ideas Exchange titled ‘Design can save your life: how can creativity improve comprehension of health data?’ […]

Diversity Case Study Series: The Royals
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: The Royals

If you read one diversity case study on B&T today, make it this one. Not that there's any others to choose from, really.

by B&T Magazine

B&T Magazine
Cricket Australia Finds New Major Sponsor
  • Marketing

Cricket Australia Finds New Major Sponsor

B&T was going to insert a homage to Sherbert's classic "Howzat" here before realising it was naff and showed our age.

by B&T Magazine

B&T Magazine
PHD Wins HSBC Global Media Account
  • Media

PHD Wins HSBC Global Media Account

ICYMI, PHD has FTW the HSBC business IRL. It's not so much a LOL or NSFW, but a TL;DR. Ahh, forget the whole thing.

InMoment Accelerates APAC Expansion With Key Acquisition
  • Media

InMoment Accelerates APAC Expansion With Key Acquisition

Customer experience (CX) intelligence platform, InMoment, has expanded into Australia and New Zealand with the acquisition of customer experience agency, brandXP and appointment of Claire Fastier as its APAC business head.

Marketers Need To Focus On Voice Search Right Now
  • Opinion

Marketers Need To Focus On Voice Search Right Now

In this opinion piece, Performics Australia performance content account director Steve Robinson (pictured below) dives into the hazy relationship between marketers and voice-activated technology. From settling family disputes, (“Hey Google, are fossil fuels really made from dinosaur bones?”) to running a household, (“OK Google, add toothpaste to my shopping list”), voice-activated systems are becoming more […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance
  • Advertising
  • Media

SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance

Video advertising and monetisation platform SpotX has announced the launch of an online resource library for the European Union’s General Data Protection Regulation (GDPR). The library can be found on the company’s website and is part of a wider educational initiative by SpotX – which is headquartered in the US and has an office in […]

Daylight Agency Opens Government Division, Hires Legal & Political Expert
  • Marketing

Daylight Agency Opens Government Division, Hires Legal & Political Expert

Integrated communications firm Daylight Agency has cemented its presence in the government and political arena with the appointment of industry veteran David Begg. A practising solicitor for over 28 years, Begg (pictured above) will head up the agency’s new government division. He has extensive experience working with large commercial clients on high-profile regulatory and legal […]

Frost Design Unveils New Look For John Holland
  • Marketing

Frost Design Unveils New Look For John Holland

Frost Design has shown off its comprehensive rebrand of iconic Australian infrastructure and property business John Holland, based around the brand idea of ‘Transforming Lives’. John Holland CEO Joe Barr said Frost was the only branding business who understood that the impact of the rebrand was just as important internally as it would be externally, […]

Women In Media Profile: Jill Johnston
  • Media

Women In Media Profile: Jill Johnston

We've got an absolute cracking Women in Media profile today. Not to say it's approved by the Chiropractors' Association.

by B&T Magazine

B&T Magazine
First Lady Michelle Obama and President Barack Obama Dance Together at the Presidents Ball
  • Media

Netflix Secures Producer Deal With The Obamas

It seems former US president Barack Obama and former First Lady Michelle Obama aren’t quite done with the international spotlight just yet. The Obamas have officially signed a multiyear deal with Netflix, which will see the power couple producing films and series with the streaming giant. According to Netflix, “The Obamas will produce a diverse […]

How To Spot A Trend Versus A Fad
  • Opinion

How To Spot A Trend Versus A Fad

One need only view our editor's hot pink leg warmers today to realise he's neither fad nor trend.

Opinion

by B&T Magazine

B&T Magazine
Why Engagement Is The New Rule Of Content
  • Opinion

Why Engagement Is The New Rule Of Content

And why is B&T running a photo of an engaged couple for this content engagement article? It was either that or a carrot.

Opinion

by B&T Magazine

B&T Magazine
Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles
  • Media

Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles

Fairfax Media has today announced the recruitment of 20 trainee journalists to join the newsrooms of The Sydney Morning Herald, The Age, The Canberra Times, The Australian Financial Review, Brisbane Times and WAtoday. This represents one of Metro’s largest trainee intakes in years and underlines the commitment of the mastheads to fostering a new generation […]

Sydney Australia - November 7, 2011. An extreme close up of an American express card issued by the Australian bank Westpac.
  • Media

AMEX Launches Global Media Review

Are there not enough hours in the day? Are you cheek-by-jowl with your co-workers? Well, hopefully you won't win this.

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic
  • Campaigns
  • Marketing

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic

Sydney Water has pioneered a way to create records from marine plastics and, in doing so, encourage more people to join the movement of local clean-up groups rolling up their sleeves every weekend to clean plastics, litter and other pollutants from the city’s beaches and waterways. Plastics are collected by volunteers, then cut in pieces […]

Credit Card Compare Names Its First Head Of Marketing
  • Marketing

Credit Card Compare Names Its First Head Of Marketing

Aussie credit card comparison site Credit Card Compare has announced the appointment of Caroline Raffan as its inaugural head of marketing. Raffan (pictured above) has over 10 years’ experience in brand strategy, campaign development, digital marketing, events, public relations, content creation, market research, advertising, stakeholder management, social media marketing, and project management. She joins Credit […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine