Media Buyers Don’t Know The Potential Of Podcasts

Media Buyers Don’t Know The Potential Of Podcasts

Podcasts are just going to surge, reckons the Mamamia Women’s Network (MWN), with its sales director Danika Johntson believing media buyers don’t know the potential of podcasts.

“Not to the full capacity,” she told B&T. Every presentation the network is doing for media agencies and clients however has an element of podcasts within it, she said, as it’s going beyond just a passion, “because this is a real trend”.

“To answer your question [about whether media buyers know the potential of podcasts], no, I don’t. I actually don’t.”

Danika Johnston

Danika Johnston

 

At the network’s Upfronts this morning in Sydney at Ivy, Monique Bailey, head of podcasts at the network, took the audience of media types and advertisers through the podcasts the network launched this past year.

The MWN’s Upfronts last year had a large focus on podcasts, founded from a Wall Street Journal article that said all brands must have a podcast strategy coming into 2015.

However, while podcasting is not a new phenomenon, Johntson said it was up to the network to educate agencies and clients in this space.

“We want to the industry to know that this space has arrived, and it’s a really, really meaningful and purposeful space for brands to connect with audience.”

The stats don’t lie, continued Johntson, adding that even with zero marketing for its podcasts this year has already seen more than a million downloads.

“We see that tripling, quadrupling for next year.”

Besides podcasts, the network will continue its native advertising offering, and considering it makes up around 80 per cent of the site’s content, according to Johntson, it remains a core component of the brand’s strategy.

The women’s network will also launch a video app, a brand consultancy called Broad Media and a new site called Flo & Frank.

The video app will be a mobile first mobile innovation. “MM Video is a video and podcast based app that enables our influencers and our audience to create their own video content which automatically films, edits and streams video to the site and also to our app,” explained Johntson.

“The app also allows advertisers to interact with their customers through competitions, product sampling and new formats.”

Broad Media will allow a consultancy area for clients and marketers to ask questions, understand the audience and develop.

“Broad Media will be a unique communications consultancy working with clients and marketers,” Johntson told the audience. When talking with B&T she stressed it wasn’t going to replace media agencies, creative agencies, anyone. It was an extra offering.

“Broad Media will be a media agnostic consultancy with an impressive resume of staff,” she said, “including strategists, mobile specialists, video and content specialists, an events team and a creative unit.”

The network’s managing director Kylie Rogers was also nearly beside herself with excitement at announcing Flo & Frank, a mobile and video first platform with frank conversation for women. It will launch in February, and comes straight from the US.

In further news, after conducting a number of studies this year to further figure out their audience, the network has a few other studies on the horizon for next year.

Rogers was adamant in stressing the importance of mobile, with a number of the studies conducted by the network this year showing women using mobile more and more.

Lead image: Mia Freedman, founder of the Mamamia Women’s Network 




Latest News

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC
  • Media

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC

Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor
  • Advertising

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor

Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]

OMG’s Annalect First To Get Meta’s Advanced Analytics
  • Technology

OMG’s Annalect First To Get Meta’s Advanced Analytics

Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably
  • Technology

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably

WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024
  • Opinion

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024

Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]

Opinion

by B&T Magazine

B&T Magazine
Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader
  • Marketing

Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader

Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]

Assembled Media Inks TikTok Creator Campaign for BIC
  • Campaigns

Assembled Media Inks TikTok Creator Campaign for BIC

Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]

Big data and analytics visualization technology with scientist analyzing information structure on screen with machine learning to extract predictions for business, finance, internet of things
  • Media

IAB Launches Fourth Module In Its Marketing Measurement Innovation Series

IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]

Aerial view of a coal fired power station with large cooling towers emitting co2 into the atmosphere. With its lights already turned on the power station is illuminated in moody twilight.
  • Media

Scope3 Expands Carbon Measurement Capabilities To Include DOOH Advertising

Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising,  announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]

January 14, 2023 - New York, New York, USA: 2023 NRF Big Show press conference with Composition 2024 NRF Singapore.    Photo by Ian Wagreich / © Ian Wagreich Photography
  • Marketing

Now Open For Registration – NRF 2024: Retail’s Big Show Asia Pacific

NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]