Why Podcasts Are Kicking Butt In Adland

Why Podcasts Are Kicking Butt In Adland
SHARE
THIS



Podcasts are a content marketer’s sweet spot, and brands and consumers are eagerly jumping on board. In this opinion piece, Josh Butt, head of content production for our specialist division, MediaCom Beyond Advertising (MBA), explains why podcasts are the new go-to for marketers.

Ok, here’s the thing: people who buy your products can’t always be bothered to have a conversation with you. They don’t necessarily care you have a cool new hashtag and they certainly won’t want to “join the conversation” unless you do something that they are actually interested in and have a point of view on.

TV audiences continue to decline. Netflix, Spotify and other subscription content services are increasing their members. People are paying — they prefer their content on demand and with as few ads as possible.

It’s not all about filmed content either.

Serial reshaped Podcasting, 100 million downloads and series two on its way, it was the tipping point for audio content on demand. A few companies made it their marketing strategy to support podcasts and since mid 2014, this cash injection has encouraged the industry to grow and delivered successful content for those brands.

MailChimp, first sponsor of Serial, is the most famous supporter of American podcasts and its charming sponsorship announcement had incredible levels of recall of the sponsor, and of what its service was because it didn’t push product or take itself too seriously (and it repeated its name incorrectly which helped). It fitted the context and content it sat within, and that is the key.

Start Up recently finished its second series, about companies starting up. In each episode, there are one or two sponsors with two or three opportunities for a plug. Start Up’s ads are unique to the medium – they are in the documentary style of the show. They educate the audience about the product without selling. Ford sponsored the 2nd series — its ads highlight features of the cars and how they’re “evolving the driving experience”. Its programmable key featured on one of the ads which was highly memorable and with distinct and relevant personality, which is key to effective podcast integration.

A spot in another Gimlet show, Reply All chronicled the host’s displeasure that his co-host hadn’t seen his new baby yet, so he created a website with Square Space (a sponsor) to encourage a visit (it worked).

An audience that is inspired, informed and involved will recall the brand that supported the show. That’s what the data shows us (yep, there’s data).

Few Australian podcasts have a critical mass, unfortunately. But to create them, we’re going to need brands involved so they’re being made outside the ABC. The audience is rising, thanks to the Podcast app on iPhone and Android. Digital car radio hasn’t hit a tipping point but it will soon, so get ready.

For now, there are many podcasts in their embryonic stages with opportunities for brands to cleverly integrate and help with distribution.

ABC’s ‘Rum, Rebel and Ratbags’ a podcast about Australian history and ‘Science Vs’ is a shining example of excellently produced content. Mamamia have gone podcast crazy with shows on parenting, successful women and women over 40.

Brands are starting to get involved. Colonial First State and Macquarie Radio created a podcast series for people 45+ on how to prepare for retirement (The Road Next Traveled). It was excellent. Word is a second series is coming. 

I consume little TV when it’s programmed, preferring to watch it when it suits me. The same goes for my radio listening – which is now about 80 per cent podcasts. Now, I might be more into podcasts than your average listener, but the trend is definitely turning.

As more people evolve their perspective of audio content from programmed radio / Spotify to shows available on demand, they will seek out podcasts, the series will go for longer and new shows will emerge. Australians are early adopters of technology and they are holding a great distribution platform in their hands or holstering it when they drive. So, next time you’re thinking about your brand’s content remember, the best brand content informs, involves or inspires your audience — whatever form it takes, make sure it’s something your audience wants.

Please login with linkedin to comment

agency Arty Labs Environmental Protection Agency smiths chips The Shepherd Centre

Latest News

Is B2B Marketing Missing Its Emotional Touch?
  • Media

Is B2B Marketing Missing Its Emotional Touch?

B2B marketers could learn a thing or two from their B2C colleagues, argues WP Engine VP APAC sales Mark Randall in this guest post. It surprises me how many B2B organisations are not quite hitting the mark when it comes to reaching their audience. When talking directly to businesses, many brands are missing an opportunity […]

Opinion

by B&T Magazine

B&T Magazine
Burger King Trials Reusable Packaging
  • Media

Burger King Trials Reusable Packaging

Here's a top initiative from Burger King that does kinda sound like a slightly tedious Craig Reucassel documentary.

by B&T Magazine

B&T Magazine
Smarter Use Of Art & Science Stretch Auto Budgets Further
  • Media

Smarter Use Of Art & Science Stretch Auto Budgets Further

The majority of adverts uploaded to Facebook aren’t created for Facebook as its priority. This is causing huge inefficiencies and poor performance for brands, many of whom are facing up to shrinking budgets. Tom Phillips (main photo) managing director at Connecting Plots shares lessons from 12 campaigns they optimised for auto brands… It’s no secret […]

Opinion

by B&T Magazine

B&T Magazine
Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW
  • Media

Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW

On Wednesday, 21 October 2020, the PR industry was bolstered by the launch of the Public Relations Institute of Australia’s (PRIA) first University Mentoring Program in New South Wales, adapting the traditional face-to-face program to a virtual format for the first time. In collaboration with the University of Technology Sydney (UTS), the PRIA NSW Young […]

JCDecaux Teams Up With MyPayNow To Serve Real-Time Data
  • Media

JCDecaux Teams Up With MyPayNow To Serve Real-Time Data

JCDecaux has developed a dynamic digital campaign with live timetable data where commuters can access their money from MyPayNow while waiting for the bus. In an exclusive nationwide Out-Of-Home campaign, JCDecaux’s SMARTFRAME digital assets are broadcasting bus arrival times, letting commuters know how far away their next bus is – and just how easy it […]

Rokt Secures $US80M Series D Investment Round
  • Technology

Rokt Secures $US80M Series D Investment Round

Rokt has today announced an investment of US$80M. The capital will help accelerate research & development and support the expansion of its client base into new verticals and geographies as Rokt continues to make e-commerce smarter, faster, and better. The funding round was led by Rokt’s largest institutional shareholder TDM Growth Partners , and supported […]

Nature Invests In New Team Members And Innovation
  • Marketing

Nature Invests In New Team Members And Innovation

Leading strategic insights consultancy Nature today announced it has hired several key new team members and restructured senior roles to increase its focus on innovation, including new technology and data sources.

PayPal And Buy From The Bush Launch New Marketplace
  • Media

PayPal And Buy From The Bush Launch New Marketplace

PayPal Australia and Buy From The Bush have joined forces to launch a new online marketplace to showcase rural Australian small businesses in time for Christmas. The expanded partnership aims to build stronger connections between bush businesses and Australians in cities and suburbs across the country. The new Buy From The Bush Marketplace is an […]

Wednesday TV Wrap: Gruen Takes A 200K Hit
  • Media

Wednesday TV Wrap: Gruen Takes A 200K Hit

Gruen plummets 200,000 viewers in just one week. However, that's not to say Highway Patrol went up a similar amount.

by B&T Magazine

B&T Magazine
Philippe Krakowsky Named New IPG CEO
  • Advertising
  • Media

Philippe Krakowsky Named New IPG CEO

Philippe "Crackers" Krakowsky named new IPG global CEO. However, says he only uses Crackers on less formal occasions.