Why Podcasts Are Kicking Butt In Adland
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 CentreLatest News
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 […]
Aussie Taxpayers Invested $50M In Failed Streaming Service
Fresh from buying the Australia Post board Cartier watches, the Aussie taxpayer is copping yet another shafting here.
Springfree Trampoline Unveils New TV ‘That’s Why We Got A Springfree’
Who didn't love the backyard trampoline as a kid? And many of us still carry the physical scarring from the adventure.
Women In Media’s Tara O’Keefe: “What Worked Yesterday Doesn’t Today And Certainly Won’t Tomorrow”
Here's some wise words from QMS’ Tara O’Keefe. Yet, not that wise that you'd have to have done chemistry for the HSC.
An “Intellectual Thickshake”: Ben Fordham Rips On Pete Evans, As Pete Viciously Fires Back
B&T's understanding is that Pete Evans is a chef? Why doesn't he pop on the apron and get back to cooking dinner?
Why The ACCC Has Its Eye On iMessage, Facebook Messenger And WhatsApp
Any bartender that served Rod Sims a chardonnay would NOT want to fall short of that line on the glass, that's for sure.
Burger King Trials Reusable Packaging
Here's a top initiative from Burger King that does kinda sound like a slightly tedious Craig Reucassel documentary.
Thursday TV Wrap: Gogglebox Takes Top Spot Despite Slight Dip
Gogglebox is almost like a scientific, neurological study into the human condition. Just with more bogans and ad breaks.
Borat Hijacks Landmarks Around The World To Promote Long-Awaited Sequel
Borat promotion comes to Bondi. And even it couldn't find any parking & got charged $9 for a tumeric almond milk latte.
Freelancers Marketplace Fiverr Appoints Bohemia For TV And BVOD In Australia
Freelance marketplace Fiverr has appointed Bohemia. B&T understands it's full-time and not three days casual.
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 […]
Jaguar Land Rover Appoints Haystac As PR Agency Of Record
We're not entirely sure if B&T goes to eastern suburbs real estate agents, but Haystac has won Land Rover's PR.
Greenpeace Warns Of The Dangers Of Deforestation In Stunning Animated Spot
Want to feel slightly more shit than you already do? A Greenpeace ad's guaranteed to activate the depression hormones.
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
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
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 […]
Election Billboard Claiming Biden Is Mentally Unfit Spells Dementia Wrong
This actually would be hilarious had it not been about electing the next leader of the free world.
INNOCEAN Snares CHEP’s Wesley Hawes For ECD Role
Photographer goes the full "Leibovitz" to create moody, ethereal press pic for Welsey Hawes announcement.
How Human Centred Design Can Help Define Brand Experience
Admittedly, this one is a little highbrow and arty. However, a refreshing change from B&T's usual lowbrow and farty.
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.
Dentsu International To Be Net Zero Emissions Agency By 2030
Admittedly, B&T's own net zero emissions targets have been hampered by the burnout competition in the car park.
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 […]
Foxtel Upfronts: New Shows, Remote Voice Control, & Foxtel Media’s New Data Platform For Buyers
Seven's yesterday, Foxtel's Upfronts today. If it wasn't for this pandemic, B&T staff should be very hungover about now.
Freedom Foods Appoints 72andSunny Sydney As Its Comms & Design Agency
72andSunny office staff already noticing fluffier stools after snaring breakfast cereal maker.
Streaming Service Quibi Sensationally Shuts Down After Just Six Months
Quibi has shut down after just six months. It's also now got lots of monogrammed pens it doesn't know what to do with.
Droga5 Nails It Once Again In Hilarious New Work For Amazon’s Alexa
The B&T office uses Alexa for all our everyday mundane chores. But we call him Brian the work experience student.
Neuro-Insight Study Reveals Animation Is Twice As Effective As Static Advertising
In possibly a further blow for supermodels, a new study has found animation is twice as effective as static advertising.
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.
Philippe Krakowsky Named New IPG CEO
Philippe "Crackers" Krakowsky named new IPG global CEO. However, says he only uses Crackers on less formal occasions.
Cricket NSW Bans Sports Betting Ads In New ‘GambleAware’ Partnership
Cricket NSW has banned sports betting and moved to medium-strength beer. You watch, the meat pies will be next.
