Acast, the creator-first podcast company, has launched Sponsored Stories in Australia and New Zealand, a new ad offering available exclusively through the Acast Marketplace.
Sponsored Stories take traditional sponsorship reads further, giving advertisers longer spots with high production values, more opportunity for storytelling, and a greater share of voice within ad breaks.
Unlike branded segments that are baked into specific podcast episodes, Sponsored Stories — like Acast’s traditional ads and sponsorships — are dynamically inserted in ad breaks across a show’s entire back catalog, and are available to buy across any of the network’s growing global portfolio of more than 25,000 shows.
That means the brand message can be more commercially focused, without needing to be contextually relevant to a single podcast episode, while remaining current regardless of how long ago the show itself was published.
Running anywhere from 90 seconds to four minutes in length, Sponsored Stories also allow brands — and podcasters — to be flexible and adventurous.
The focus is on storytelling: a host might interview someone external to the podcast, for example, or record outside of the normal studio environment — which all makes for an immersive listener experience. Sponsored Stories has also launched globally, and one organisation already taking advantage of Sponsored Stories is the Department for Education (DfE), which ran a campaign in the UK to promote its Get Into Teaching programme.
The DfE sponsored The Guardian’s Football Weekly podcast, with the hosts talking to teachers at different stages in their careers about why it’s such a rewarding profession.
By using Sponsored Stories, the DfE was able to bring more authentic voices into the conversation, while the podcasters were still given the opportunity to deliver in the unique style their listeners know and love.
The partnership has led to more than 70 per cent of the DfE’s target audience agreeing that teaching is a career for people like them — the campaign’s main objective — while Sophie Gray, Assistant Campaign Manager for the DfE said the results were “above and beyond anything we’ve tried on audio before”.
Sponsored Stories are brought to life by Acast Creative, Acast’s market-leading in-house creative ad solutions team.
Since its launch in 2019, Acast Creative has delivered effective branded content campaigns for advertisers including Netflix, Microsoft, Apple and Ford, and its work accounted for more than $6m in global revenue in 2020 — representing more than 258 per cent year-on-year growth.
Tom Roach, Creative Strategy Lead AU & NZ, said: “Podcast advertising here in Australia and in New Zealand is growing, with significant demand from brands to advertise within the unique audio environment that podcasting provides.”
“By introducing Sponsored Stories, we’re allowing our podcasters and the brands they choose to work with even more space to be creative — to do something a little different to the traditional sponsorship read — while at the same time creating an immersive experience for the listener.”
“Many of our publishers and independent podcasters don’t have the resources to create large scale branded content campaigns, so this product also gives them an opportunity to work with brands on creative executions with high production values.
Union, WPP AUNZ’s bespoke national group model created to service Bankwest, has launched a new national brand campaign for the visual-style terms and conditions the financial institution developed with the University of WA in a bid to make T&Cs more engaging for customers. Bankwest has rolled out visual terms and conditions for its Bankwest Easy […]
Adland doesn't appear to function much before 11am, so it's hats off to these early birds who had to set the alarm.
The first ever web series to be funded by both Screen Australia and Film Victoria for TikTok, will launch on May 17. Produced by Hayley Adams and Michelle Melky, and directed by Logan Mucha, Scattered is a new queer drama comprised of 38 x 1-minute daily eps. It follows three best friends, Jules, Sami and […]
Schwartz Media will extend its audio offering with a new culture podcast. Building on the success of its flagship daily news podcast 7am, and it’s growing arts and culture coverage, Schwartz Media is launching new podcast The Culture at the end of the month. Award-winning journalist, editor of 7am and pop-culture obsessive Osman Faruqi will […]
Building a connection with existing customers is just as integral to any marketing strategy as winning new ones, but how do we turn customers into spokespeople for our brands? By Peggy de Lange, VP of international expansion at Fiverr It’s a well-known rule of thumb that it costs 5-times more to get a new customer […]
In the next instalment of the ‘Proudly Ordinary’ campaign for Tooheys Extra Dry, Lion and 72andSunny continue their partnership with work from Vice and Aaron Gocs (Gocsy). Gocsy is a beloved icon of Australian outsider comedy who creates content for Vice and his own broadcast channels. As part of the highly successful ‘Proudly Ordinary’ brand […]