Brands have been advised to sharpen their plans for podcasts in the media mix, as audiences and creativity continue to explode in Australia and abroad.
Speaking at Mamamia’s Podcasts Unplugged event in Sydney last Wednesday, chief creative officer Mia Freedman said not every brand needs a podcast, “but every brand does need a podcast strategy”.
“We’ve been working with brands to create award-winning premium audio for four years, which is why brands are now coming to us first,” she told attendees.
Mamamia’s event acted as a pitch session showcasing some of its podcast talent across more than 20 shows, reaffirming its claim to be Australia’s biggest owned and operated podcast company.
Rachel Corbett, head of podcasts at Mamamia, said what distinguishes ‘premium listening’ is the combination of on-demand, intimate, active listening, made for a mobile, multi-tasking world.
“If our eyes and ears divide and conquer, we get even more done,” she said. “It all adds up to stand-out results for brands that get the marketing integration right.”
The event came hot on the heels of Apple announcing Mamamia as the only commercial podcaster to have two shows in its top ten Australian podcasts of 2018 – Lady Start Up and Ask Me Anything – as well as two of the most downloaded podcasts of the year – Mamamia Out Loud and No Filter.