ARN’s iHeart, in partnership with Magellan AI, has unveiled a new initiative designed to recognise and celebrate the brands and agencies investing most into the Australian podcast industry.
Each quarter, coinciding with the release of the iHeart and Magellan AI Top 15 Podcast Advertisers list, iHeart will present the newly introduced Australian Agency of the Quarter award. This accolade honours the agency that dedicates the highest ad spend to podcasts each quarter.
For Q2 2024, the inaugural Australian Agency of the Quarter award has been presented to OMD Australia. This recognition highlights OMD’s substantial investment in the medium this quarter, driven by their diverse client portfolio.
“This award highlights the immense impact that brands and agencies have through their investment and proven ROI into the podcast industry. By recognising the leaders who are driving significant investment, we aim to inspire the continued growth within the podcasting space,” said Corey Layton, ARN’s head of digital audio.
“Advertising in podcasts offers a unique platform to engage deeply with audiences in a way that’s personal and impactful. Messaging woven seamlessly and authentically into content listeners resonate with, provides brands the opportunity to connect and leave a lasting impression. Podcasts are an evolving space for creativity and a strategic channel to reach niche and engaged communities,” said Marelle Salib, chief investment officer of OMD.
The latest Top 15 Advertisers list for Q2 2024 features a diverse range of brands from various sectors, including technology, finance, retail, and healthcare. BetterHelp leads the list with the highest investment, followed closely by McDonald’s in second place and Airbnb rounding out the Top 3.
Magellan AI’s reporting utilises artificial intelligence to analyse thousands of episodes from over 400 of Australia’s most popular podcasts, identifying the top brands in the medium. The findings reveal a continued increase in investment across most podcast genres, with notable growth in the Business and Comedy categories year-on-year.
The Top 15 advertisers for Q2 2024 are:
