Acast Study: 55% Of Aussie Marketers Expect A Significant Increase In Ad Spend Over The Next Five Years
Acast has unveiled the results of a recent study of marketers based in the USA, Canada, Australia, the UK and Singapore. The research, conducted between September and October 2023, found that globally marketers are ten times more likely to predict an increase rather than a decrease in podcast ad spend over the next five years.
Looking at each market specifically, in Australia, Canada, and the USA, more than half of marketers anticipate increasing podcast ad spend in the next five years. In Singapore, a market in the early stages of podcasting, 37 per cent expect a significant increase in ad spend over the same period. Importantly, this signals a continued and growing recognition of the value of podcast advertising within both established and emerging markets. Moreover, marketers within each of the five tested markets who have invested in podcast advertising before displayed notably higher confidence in its growth prospects, with 62 per cent of global marketers projecting increased ad spend in the coming years.
“Acast is a global company with a footprint in 15 different markets, so we know the unmatched power that podcasting has in connecting advertisers with the right audiences for their unique brand stories. Now, this research shows that marketers around the world also recognise the immense value of podcast audiences,” said Greg Glenday, chief business officer at Acast. “That’s why for nearly a decade, Acast has continued to be a trailblazer in ad tech innovations that enable advertisers to best reach these high value podcast audiences in every corner of the globe”.
When comparing podcasts to streaming music and radio, marketers from each of the five tested regions consistently ranked podcasts as the top performer for accurate targeting and unduplicated reach as well as for connecting with both mentally engaged and affluent audiences. However, these marketers ranked the medium second for brand safety.
The research also highlights the untapped potential of the space, with only 16 per cent of marketers expressing concerns about excessive advertising on podcasts. This is in contrast to the significantly larger concerns expressed about oversaturation of advertising on social media (31 per cent) and TV (35 per cent).
“This research demonstrates the incredible opportunity that podcasting creates for advertisers to connect with highly engaged and high earning consumers. At Acast, we know that simply reaching those listeners isn’t enough and as such continue to create new targeting tools and brand safety solutions that enable advertisers to reach the right audiences in the most contextually relevant moment of their listening experience that also aligns with the brand’s values,” said director of research and insights at Acast Tommy Walters.
As this research suggests, for global advertisers audience targeting capabilities and brand safety remain a priority as they consider initial and return investments in podcasting. Acast continues to find innovative ways to connect advertisers with podcast conversations around the world that align with their brand values.
Most recently, Acast partnered with Proximic by Comscore to enable cookie-free podcast audience targeting that’s based on contextual signals across its network of more than 100,000 podcasts that spans 15 global markets. Industry partnerships and innovative targeting solutions, like Acast’s suite of Conversational Targeting tools, ensures advertisers reach the most engaged and relevant audiences around the world with their unique brand message.
Latest News
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.