🚀Best Audio Brands of 2024: Spotify, Mastercard, and Shell Lead

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Let’s dive in on today’s newsletter.

• 🎧Best Audio Brands of 2024: Spotify, Mastercard, and Shell Lead

• 🎙️Ad Loads Rising in Podcast Advertising: A Magellan AI Study

• 🚨 Podcast Insight: Share of Ear: Reaching Voters through Audio Ads

• 🌏 Podcast Recommendation: Mental Health Warrior

• 🛠️Podcast Events & Toolbox

🎧 Global Podcast Market to Grow by USD 15.70 Billion by 2028

The News

As advertisers realise radio's power and reach, sound has become a crucial element for brands looking to improve consumer experiences and recognition. Which brands handle audio the best?

Landor Group and WPP Network's amp released the sixth annual Best Audio Brands report, which analyses 2024's top audio brands' sonic strategy.

What Are the Best Audio Brands?

Best Audio Brands, launched in 2019, is the first study to assess how well brands use sound in all their communications. To provide a more objective and data-driven view of sonic branding, the AMP index ranks 100 of the world's top brands. They rank brands by overall sonic branding strategy and use of sound and music across all brand touchpoints, identify effective sonic strategies, identify strategic opportunities, and offer actionable solutions to increase sonic value and ROI. The Revelation :

Spotify, Mastercard, and Shell are among the best audio brands in 2024, showcasing their innovative sonic strategies.

The report highlights the growing recognition of sound's value among marketing professionals and the evolving AI landscape. The report also highlights the importance of sonic branding in various sectors.

Spotify is a top platform for brands seeking digital impact. Spotify's global reach, brand recognition, advertising innovation, and advanced data-driven insights make it ideal for helping brands implement audio and visual branding guidelines. Brands can create memorable, engaging, and effective marketing campaigns by combining sound and sight. However, inconsistent sonic branding in the car industry, electronics, food & beverage, and insurance telecom has reduced sonic logo usage.YouTube has become a platform for brands to connect with consumers through traditional ad content and social media platforms. However, brands like Duracell and T-Mobile use their sonic logos consistently on TV, podcasts, and YouTube, but never on Instagram or TikTok.

Why this matters :

This illustrates how crucial it is to maintain brand consistency in audio branding across various platforms to establish a strong brand identity and boost consumer recognition. Brands can create a unified audio presence that connects with their target audience and differentiates them from rivals by using sonic logos across a variety of platforms.

Our Date and Sources :

AMP identifies which brands use music and sound the best over 12 months. To help with their insights and to generate data, they developed a set of evaluation techniques and made use of their Sonic Hub Tool Ecosystem. Every year, a combination of sonic strategy analysis, AI evaluation, and extensive desk research is used to determine which brands have the best audio.

Our take:

Companies can learn how to use sonic branding in their marketing by analysing AMP's annual report. This can help them stand out in a crowded market and connect with customers through audio cues.

🎙️Ad Loads Rising in Podcast Advertising: A Magellan AI Study

The News

The public can download the podcast advertising market update presentation that Magellan AI recently released at the Podcast Show in London.

Thus far this year, Magellan AI has examined how podcast advertising is changing in the US, Canada, the UK, Ireland, Germany, and Australia. Learn insightful information from podcasts with Magellan AI sampling about the most recent trends and data influencing podcast advertising worldwide. Included in this presentation are:

• Brand activity by nation

• most well-known advertisers

• Trends by approach, genre, and industry

• Analysis of ad placement and frequency

• Ad loads on average

What is Magellan AI?

Magellan AI is a leading provider of podcast advertising data and insights, helping businesses make informed decisions about their advertising strategies. Their comprehensive analysis of ad placement and frequency across different nations provides valuable information for advertisers looking to reach a global audience. The Revelation :

The study found that the average ad load across the sampled episodes increased by a relative 49% in the US between 2022 and 2024. Ad load has increased by 20% just in 2024.

A total of 21% of the episodes longer than 60 minutes were SPorts podcasts, 10% of the episodes less than 15 minutes were Society and Culture podcasts, and 39% of the episodes analysed were between 30 and 60 minutes in length.

Why this matters :

Understanding the trends in ad load and placement can help advertisers tailor their strategies to effectively target specific audiences in different regions. This data can also assist podcast creators in optimising their content to attract potential advertisers based on industry trends and listener preferences.

Our Date and Sources :

With a sampling of over 50,000 podcasts from the US, Canada, UK, Ireland, Germany, and Australia, the study's data from Magellan AI is available in three languages: English, Spanish, and German.

Our take:From our point of view, in order to draw in potential sponsors and optimise income prospects, podcast producers must remain up-to-date on ad placement tactics and industry developments. Podcast producers can improve their monetization efforts by using data from studies such as this one to make well-informed decisions about audience targeting and content optimisation.

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1. Effortless Collaboration: Connect with talented audio professionals who can elevate your podcast's production quality.

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Join the thriving community of podcasters who trust Podworks.io to simplify their journey. Sign up today and unlock the full potential of your show!

🚨Share of Ear: Reaching Voters through Audio Ads

The Study :

Edison Research has published its most recent insight look at the Share of Ear dataset in an effort to determine the most effective way to target American voters in different demographic groups with audio advertisements.

The Revelation:

Ad-supported audio reaches 84% of voting-age people daily. There are differences in listening time allocation. 

According to the chart above, Republicans listen to AM/FM radio 9% more than other groups, with an index of 109.  SiriusXM's ad-supported spoken-word channels are effective for reaching Republicans, with an index of 146. Podcasts are more effective in reaching Democrats, with an index of 121.   

What about those elusive independents who often influence elections?  Streaming music and YouTube music videos are particularly effective in reaching independent voters, with indexes of 103 and 123 respectively. 

Why This Matters:

This dataset provides valuable information on the listening habits of various voter demographics, allowing advertisers to tailor their audio ads for maximum impact. By understanding which platforms and genres are most popular among different voting groups, advertisers can create targeted campaigns that resonate with their intended audience.

Our Data and Sources:

The data comes from Edison Research's Share of Ear®, a quarterly subscriber-based audio listening diary survey that tracks all audio respondents hear over the course of a 24-hour period.

Our Take:

This data is essential for political campaigns aiming to target specific voter segments through audio advertising, providing valuable insights into the preferences and behaviors of diverse voter groups. By using this information, advertisers can enhance their strategies to engage effectively with their target audience and achieve desired results.

👉 Get the latest news from Australia in a bite-sized report in 5 minutes. Click here to get started.

• PodOps Media, a leading podcast hosting provider, launched PodOps Studio, a revolutionary all-in-one podcasting platform for creators of all levels.

• Ipsos, a global market research leader, launched enriched YouTube audience reach and watch time data across mobile, desktop, and tablets into the Ipsos iris digital audience measurement currency with Google and IAB Australia today.

• The best podcast cover art may be black, blue, or white, but Podcastle found that that is just one of many factors that make a show successful. It looks at what podcasters and listeners want when they put on their headphones.

• The National Ad Market is Growing, According to Standard Media Index's Ad Tracker. The U.S. market grew 9.1% in April compared to last year. The only higher growth rate in the past year was February's 11.3%.

Welcome to Advancing With Amy / Mental Health Warrior & Neurospicy Mama, where we discuss mental health, neurodiversity and everything in between, with my guests who are either professionals on these issues or have lived experience. Hope you enjoy!

This section is updated on a regular basis. View more, feel free to add yours

Send press releases to [email protected]. Editorially, we may rewrite headlines and descriptions. Visit podworks.io to post your upcoming events or job openings for free.

• Growing and retaining a podcast audience is a major challenge. But growing and connecting with your podcast audience doesn't have to be hard! Alban, Jordan, and Kevin discuss how Fan Mail and Buzzsprout Ads improvements can help you reach new and existing podcast listeners in this Buzzcast episode!

• How ChatGPT’s new model could transform podcasting and public media. OpenAI announced GPT-4o, its latest language model, this week, with improved multimodal capabilities. The “o” in GPT-4o stands for “omni,” emphasising its real-time reasoning across audio, vision, and text.

• Fixing a Major Drop in Downloads. In this episode of Buzzcast Jordan, Alban, and Kevin offer up some troubleshooting tips for fellow podcasters, break down.

• If no one hears your amazing content, is it still as brilliant as the adage "tree in the forest"? In this episode, Colin Grey and Matthew Mclean share "Top Promo & Growth Lessons From Successful Indie Podcasters" with us.

• The Biggest Threat To Podcasting in 2024, According to Experts. To different people, podcasting might signify different things. It's a community, a company, or a hobby for some people. To some, it's their life.

Welcome to the Podcaster Toolbox, a crowd-sourced resource for independent, DIY, and/or beginning home-based podcasters.

The Kangaroofern Media Lab team will review the resources submitted here and add them as soon as possible to the Podcaster Toolbox.

• 🏜️ Transistor.fm - is a powerful and simple podcasting platform. The ability to host multiple podcasts on one account makes it ideal for podcasters with multiple shows.

• 📢 Zencastr is an all-in-one podcast production suite that gives you studio quality audio and video without needing all the technical know-how.

• 🎙️ Acast - is a podcast hosting service that enables you to publish, share, and earn money from your podcasts.

• 🎧 Epidemic Sound - is a company that provides content producers with access to a sizable library of royalty-free music.

• 🔊 Soundstripe is a platform that offers thousands of royalty free music, sound effects, and video for your projects.

• 📼 Tubebuddy - is a complete tool for YouTube channel management and growth.

• 📹 VidIQ - is a website for learning that focuses on offering video tutorials and analytics to aid users in expanding their YouTube channels.

The complete Toolbox can be seen at https://www.podworks.io/toolbox

👀 Employing? or trying to find a new job?

Do you need to hire for your podcast? Here's where you can post a job (for free). Come hang out with us at podworks.io if you are a professional podcast producer!

More on Kangaroofern Media Lab

• That Podcast Exchange - This podcast is an insightful conversation with people at the top of their game and deconstructs them to find the tools, tactics, and tricks to help you achieve your dream goal as Podcast Manager.

• Get Evening Post Wrap - for nightly bite size news around Australia and the world.

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