In this opinion piece, Pacific’s manager for corporate development and strategy Xavier Vincent and Acast’s managing director for ANZ Henrik Isaksson discuss the rise and rise of podcasting in Australia and how advertisers can cash in.
This year, Pacific bolstered its market-leading podcast slate by announcing a partnership with Acast (the world’s biggest podcast company) and the launch of eight new podcasts.
It’s no doubt that the rise of lifestyle-driven, audio-on-demand content is real and here to stay. But why is it so successful? And why are companies like Pacific investing so heavily in it?
Why do you think traditional magazine publishing houses are suited to podcasting?
Xavier: A core strength of publishers, and magazine publishers specifically, is our ability to build rich relationships and loyalty with our audiences. Our brands provide specialised, formative content in niche categories and we deliver it in ways that are highly engaging to an audience that loves the topic as much as we do. In this way, podcasting is a natural extension of this audience relationship; which explains why our editorial talent has been so effective at adopting the medium.
Henrik: Despite being a different medium, the way we discover and “buy” magazine and podcast content is actually very similar. We’ve always considered an environment like Apple Podcasts, for example, to be today’s digital version of a newsstand. You can browse content by subject – be it fitness, news, hobbies or celebrity – and choose the content that’s right for you. There’s an easy crossover from magazine content to podcasting in that people will always want to browse and consume lifestyle content across different subject verticals.
What makes Pacific’s content different from other players?
Xavier: When we first began investigating audio and podcasting as a content medium, the consensus view was that Australians were obsessed with the crime category but everything else would be a slow burn. We have had great success with our investigative pods The Rockstar and The Nanny, New Idea Investigates, and How I Survived; but what’s most exciting about the success of the Pacific Podcast Network is that many of the highest performers are some of our niche lifestyle offerings – from categories such as gardening, health, travel, beauty and homes.
Henrik: Podcasting is the perfect medium for “value-add” content, and it continues to perform incredibly well from an audience perspective. People will read a news article on the Royal Family and want to know more. Podcasts like New Idea’s Royals are perfect because they allow the opportunity to go deeper into stories and subjects they love.
Pacific have a unique opportunity in podcasting because they have such a large portfolio of recognisable mastheads which consumers have established relationships with. Extending these brands into the audio space makes absolute sense, and it’s great to see organisations like Pacific embracing the medium with so much focus.
What’s the opportunity for advertisers?
Xavier: Audio advertising perfectly complements digital buys with Pacific now able to offer reach into all digital platforms – content, social, email, digital display, rich media and now podcasts (audio). We offer a variety of package options from host reads to integrated segments and commissioned series.
In my opinion, though, the biggest value takeaway for our commercial partners is that a sponsorship in a Pacific podcast is an opportunity to participate in a direct, targeted conversation with a highly engaged, high-value consumer. A great example being our Get Lippy podcast hosted by the beauty editors of Beautycrew, marie claire and InStyle – the Get Lippy audience loves beauty just as much as our editors, you don’t invest your time in a beauty product podcast if it’s not a passion. I can’t think of a better environment to position my brand if I was looking for a commercial conversion.
Henrik: The type of content we’re seeing in Pacific’s podcasts creates a very engaged audience. They may have already read a snippet of news in Practical Parenting then actively subscribed to The Baby Whisperer podcast for more info. The audience has “opted-in” and is consuming content in a highly engaged state. That offers a really appealing audience opportunity for advertisers. And, like a magazine the best podcast advertising belongs in the show, is contextually relevant and really cuts through in an uncluttered environment.
me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]
MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]
New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]
Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]
Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]
ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]
Australia’s largest social enterprise is turning 25. On the anniversary of Australia’s first Big Issue magazine being sold on the steps of Melbourne’s Flinders Street Station in June 1996, Town Square has created a campaign to mark the occasion. 25 Years Big is a celebratory statement of pride, rendered in the iconic Big Issue logo […]
The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]
For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue. From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]
Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]
Here is EVERYTHING you need to know about contextual advertising bar the curling wand and the hot pink leg warmers.
The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]