“We Know A Hell Of A Lot More Today”: One Year On From SCA’s Podcasting Play
As Southern Cross Austereo prepares the party hats and cake to celebrate the first birthday of PodcastOne tomorrow, B&T sat down for an exclusive chat with its head of podcasting, Grant Tothill (pictured above, left), who reflected on the year gone by and did some crystal-balling on what is a rapidly emerging industry.
How would you rate PodcastOne’s performance since launching a year ago?
PodcastOne has had a brilliant first year. We have over achieved on all our expectations, except for the development of the commercial ecosystem, which is taking a little longer than expected due to the education required to understand the unique environment that original podcasting offers advertisers.
Our first quarter of this financial year is 300 per cent up on last year at the same time, which gives us great confidence the education and understanding is continuing to grow, resulting in stronger commercialisation for our premium podcasts.
What has been the biggest triumph for PodcastOne to date?
There have been a number of fantastic triumphs, so it would be impossible to choose just one, but here are my top three:
- We have developed a very strong Australian content slate that is driving 98 per cent of our downloads.
- We have established ourselves as the number one commercial podcast network
- We have built a sonic standard with our premium-quality domestic podcasts and advertisers are seeing genuine measurable results from podcast sponsorships.
What’s the biggest learning you’ve taken from launching PodcastOne?
We have learned to be nimble and constantly assess our approach. Whilst we have a clear vision of what we stand for and what we want to achieve, we need to ensure we continually assess and adjust our approach to achieve those ambitions.
We’ve had failures and we’ll probably continue to have them, but we continue to gain insights from these failures and get stronger and a lot smarter. We adopt a philosophy of fail quick, assess, learn, re-adjust, proceed. We know a hell of a lot more today than we did a year ago.
What’s the biggest challenge PodcastOne faces going forward?
There are a number of challenges that we face in the short and longer term.
One is helping to grow the awareness of podcasting in general so more Australians choose to podcast. It’s still an exciting new emerging medium.
Another challenge is educating CMOs and agencies on how to best use podcasting from a creative advertising point of view, as well as the unique difference podcasting offers compared to other mediums.
We also need to ensure we continually balance our content slate to grow our audience to reflect the interests of podcast listeners in Australia.
How does SCA plan to continue growing PodcastOne?
We have a very clear strategy in relation to marketing our PodcastOne content across our TV, radio, digital, and social SCA assets, along with other social and media options. This works together with investment into our internal infrastructure to increase content creation, commercialisation capacity and in-market education.
How do you see the podcasting ecosystem, particularly in Australia, evolving over the next five to 10 years?
Podcasting is just starting to gain momentum. PwC recently showed a very strong outlook up to 2022.
From our point of view, we have a strong belief that high-quality podcasts will continue to grow audiences, and we will see the current number of 17 per cent of Australians that podcast continue to rise.
Australia is doing very well in creating its own style of podcasts for Australian audiences. We’re seeing more and more publishers utilise podcasts as a new medium to connect with audiences.
Smart speakers will continue to grow, as will in-car technology and artificial intelligence, so it follows that on demand audio will play a more important role in people’s lives.
Audio is in a very strong position and can offer immense opportunity across emerging technologies and platforms. Radio is strong and dominant when it comes to being hyper-local. Audio on demand provides consumers the capacity to listen to what they want, when they want, where ever they want; while they’re commuting, at home or out and about. With that in mind, the future is extremely bright for audio in all its forms, and the next five years will only see the demand for audio continue to grow.
Please login with linkedin to comment
Grant Tothill Podcasting PodcastOne SCA Southern Cross AustereoLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.