Digital media giants, shifting viewing habits, ad investment trends, media fragmentation, media economics and content monetisation in the absence of advertising are some of the biggest topics in media affecting advertising clients.
GroupM’s new podcast series ‘Media Landscapes The Podcast’ explores them all in an engaging, informative way in these bitesized episodes hosted by GroupM Australia & New Zealand CEO, Mark Lollback; head of trading intelligence, Liesa Newland; and group communications director, Rosie Baker.
The podcast, available on Apple Podcasts, Spotify and Soundcloud, is a series of five 10-minute episodes each giving an insight into how an aspect of media is affecting marketers and the media industry.
Each episode of ‘Media Landscapes The Podcast’ is based on a trends piece written by GroupM’s global president of business intelligence Brian Wieser, and published at the tail end of 2019 in a report of the same name.
As podcast hosts, Lollback and Newland offer their local analysis and reflection on the global topics explored in depth within the report.
Mark Lollback said: “We are constantly looking for better ways to communicate with our clients, people and partners to share information and insights. Podcasts are an effective, innovative audio channel that works for many of our advertising clients, so it makes sense to explore it as a B2B channel.
“Whether listeners are media and marketing experts themselves or new to the subjects, these short, snackable episodes are designed to offer a bitesize overview of a major topic in media and marketing. The episodes standalone but if listeners want to know more, they can download the full GroupM Global publication Media Landscapes for free and go deeper into the subject, or get in touch with us for more info.”
The first episodes were launched in late December and GroupM will distribute new episodes weekly throughout January on Apple Podcasts. GroupM is also distributing the episodes directly to clients and its staff across Australia & New Zealand.
Media Landscapes The Podcast was developed and produced in collaboration PodcastOne Australia and recorded in their state of the art Sydney podcast studio.
Podcasting is exploding globally. Twenty percent of Australians 18-54 listen to podcasts weekly listening to 9 titles per week. More than half (51 per cent) of podcast listeners are managers and professionals and 75 per cent of podcast listening occurs in the morning and evening commute, according to PodcastOne Australia.
“People want to be kept up to date on changes in their industry, but are increasingly time poor and on the move. As a result, PodcastOne Australia work with companies to create internal ‘business to business’ (B2B) podcasts. These B2B podcasts offer the opportunity to fit in with people’s ‘on demand’ consumption habits by offering businesses a new way to communicate with their staff, in an engaged and personalised manner, that can be consumed on the go. PodcastOne Australia have previously worked with GroupM to develop and produce their internal communications podcast, so when they approached us about turning their global report into engaging audio content, we were happy to work with them once again,” said PodcastOne Australia content director Jennifer Goggin.
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