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Let’s dive in on today’s newsletter.

• 🎙️Global Brands Benefit from DV's Brand Suitability Measurement on Pinterest

• 🚨 Podcast Insight: Key Factors Influencing Podcast Ad Skipping Identified

• 🔥 Podwires Asia : The Power of Podcasts: Shaping Brand Reputation in China

• 🌏 Podcast Elsewhere: Voting is now open for The Listeners' Choice category at the British Podcast Awards 2024.

• 🌋 Take a Quiz : Are you ready to start creating innovative podcasts?

• 🛠️Podcast Events & Toolbox -

🎙️Global Brands Benefit from DV's Brand Suitability Measurement on Pinterest

DoubleVerify, a top software platform for digital media measurement, data, and analytics, has announced an expanded partnership with Pinterest to offer brand safety and suitability measurement.

The Revelation

This partnership lets global advertisers verify the quality of their campaigns and protect their brand reputation in the user-generated online media environment. DoubleVerify's AI technology helps advertisers match their brand promotions with relevant content, ensuring transparency, effectiveness, and confidence in their digital advertising strategies.

The Pinterest

Pinterest's Chief Revenue Officer, Bill Watkins, said that Pinterest is all about creating a more positive online experience and making sure that everything on the platform is brand safe by default with some pretty strict content policies.

Pinterest advertisers will get insights into how their brand is seen, get coverage across display and video ad placements on Pinterest, and get trusted measurement from the industry's leading, independent third-party verification provider. DV's Universal Content Intelligence™ is what powers its brand safety solution. It looks at all kinds of content to give advertisers the right classifications and protection at scale.

DoubleVerify

DV's brand safety and suitability measurement is now available globally across all supported languages, and brands can access their measurement data and insights through DV PinnacleⓇ, the company's unified service and analytics reporting platform, to monitor and optimize the performance of their Pinterest ads campaigns.

Why does this matter ?

This allows advertisers to have peace of mind knowing that their ads are being shown in brand-safe environments and are reaching the right audience, ultimately maximizing the effectiveness of their campaigns.

Our Take :

Ensuring brand safety and suitability is crucial in today's digital advertising landscape, where reputation and audience targeting are key to success. By offering this global solution, DoubleVerify DV is helping brands navigate

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🚨Key Factors Influencing Podcast Ad Skipping Identified

A recent study conducted by Sounds Profitable indicates that creative advertising is a significant factor in consumers' decision to skip podcast advertisements, rather than an indication of a general aversion to advertising. Specifically, only 1% of consumers find advertising intolerable, while 46% skip ads on podcasts.

The study, which analyzed data from over a thousand weekly podcast listeners, revealed that only 1% of them find advertising intolerable, with 46% of respondents indicating that they skip ads on podcasts. Nevertheless, when queried about the most recent episode, the proportion of listeners who heard all or some commercials decreased significantly to 68%.

The Revelation

The primary reason for ad skipping on podcasts is a lack of interest or relevance, followed by familiarity with the product or service. Listeners find repetitive brands or messages tiresome and perceive a lack of variety in ad formats. While host-read ads are the preferred format, 75% of respondents indicated that their support for the show was not affected by skipping ads, suggesting that ad skipping has a minimal effect on listener support. The majority of podcast listeners encounter the same advertisement across multiple podcasts. Furthermore, 72% of consumers consider podcast advertisements to be "influential" in their decision to purchase a product or service mentioned on a podcast.

Our Data and Sources

The Ad Nauseam online survey included 1,011 American adults aged 18 and older who had listened to at least one podcast during the previous week. The survey sought to assess participants' tolerance for advertising in podcasts, encompassing aspects such as the frequency of advertisements per podcast, the occurrence of ad breaks, the rationale behind ad skipping, and the impact of repetitive advertisements on listener behavior. In collaboration with Sounds Profitable, Wondery, BetterHelp, ESPN Podcasts, Libsyn Ads, SiriusXM Podcast Network, NPR, and Paramount, the survey was sponsored.

Why does this matter

An understanding of consumer behavior and preferences towards podcast advertising is of paramount importance for advertisers and podcast creators alike, as it enables them to effectively reach their target audience and maximize the impact of their marketing efforts. By analyzing the data collected from this survey, stakeholders in the podcast industry can make informed decisions on how to structure their advertising strategies in order to enhance listener engagement and drive conversions.

Our Take

The diverse range of sponsors demonstrates the popularity and reach of the podcast, making it a valuable platform for advertising. Furthermore, collaborations with renowned entities can enhance the podcast's credibility and attract a larger audience.

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

• The National Music Publishers' Association has filed a complaint with the FTC, accusing Spotify of deceiving consumers and cheating the music royalty system by adding audiobook content to its subscription plans.

• Voting is now open for The Listeners' Choice category at the British Podcast Awards 2024.

• The top independent podcast hosting and monetization network in the UK, Adelicious, has expanded its lineup of excellent original shows, all of which are hosted by well-known Brits.SUBMIT YOUR NEWSSend press releases to [email protected]. Editorially, we may rewrite headlines and descriptions.

🔥 The Power of Podcasts: Shaping Brand Reputation in China

Podcasts are becoming more and more popular among brands in China because they provide young people with deep and valuable companionship. In her opinion piece published under Dao Insights, Kaiwen Yan states this.

The Revelation

Yan mentioned that brands can use podcasts to create value and maximize their opportunities, such as enhancing brand visibility and customer engagement, based on the idea that podcasts contribute to a thriving economy. Brands are increasingly opting for podcasts in China due to the projected annual growth rate of 15.8% in the Chinese market from 2023 to 2024.

Podcast listeners often connect with brands that align with their interests, such as luxury brands like Louis Vuitton and GIADA, as well as sportswear brands like Patagonia, Nike, and Anta. These brands can use podcast content for sound marketing, fostering psychological recognition and sharing experiences through podcasts.

Podcast Marketing

Marketing through podcasts can be cost-effective and offers diverse marketing options. Podcasts have a significant advantage in terms of traffic cost, with episodes being at least 30 minutes long, offering numerous opportunities for content development and collaboration.

The unique charm of sound lies in its capacity to inspire imagination, enhancing the dissemination and expansion of brand value. For brands without their own podcast programmes, partnering with popular podcasters is a common approach.

Brand Reputations

Podcasts can play a significant role in molding brand reputations over time by engaging listeners through interactive discussions and personal stories, fostering a deep sense of trust and loyalty. Listeners frequently engage with the host by sharing their insights and thoughts while listening to podcasts. This immersive dialogue experience helps develop a sense of dependence and trust between the listener and the host. Once a long-term and stable "companion relationship" is established, users will exhibit a high degree of loyalty to the host.Beauty brands like L'Oreal, Estée Lauder, and Lancôme have partnered with podcasts to launch special feminist-themed programmes, such as Lancôme's "GQ Talk" ram. Podcasts are an ideal medium to propagate feminism as a brand ethos, extending its reach and impact.Measuring the impact of Chinese podcasts on marketing is challenging due to the lack of effective testing systems and advertising agencies. Exploring innovative measurement tools or collaborating with data analytics firms could offer new perspectives on evaluating podcast marketing effectiveness. Notwithstanding these difficulties, the greatest advantages for brand marketing in China might lie in the uniqueness, sense of discovery, and long-term value of in-depth content.

What does this matter?

This is significant because it emphasises the value of making long-term investments in high-quality content and cultivating a devoted audience, as successful brands like X and Y have done by developing a loyal following through interesting podcast content. By focusing on creating valuable and engaging podcasts, brands can establish themselves as leaders in the market and connect with consumers on a deeper level.

Our Take 

Taking advantage of the growing popularity of podcasts in China can help brands reach a wider audience and stand out from competitors by offering unique and engaging podcast content. Additionally, by providing valuable information and entertainment through podcasts, brands can build trust and credibility with consumers, ultimately leading to increased brand loyalty and sales.

• June 28-30: Empowered Podcasting Conference - Charlotte, North Carolina, USA

• June 26 : Foot In The Door - The University of Salford Student Union, University House, UK

• August 19-22: Podcast Movement 2024 - Washington, D.C.

• September 3: Podcast Day Asia - Kuala Lumpur, Malaysia

• September 2 - 4 : Radiodays Asia 2024 - Kuala Lumpur, Malaysia

Visit podworks.io to post your upcoming events or job openings for free.

• David Hoffman wrote a compelling article about the Great Unanswered Question in Branded Podcasting

• In a blog post, Johnny Flores of Flores Podcast Productions provided us with advice on how to write proposals that are both compelling and clear in order to attract potential clients.

• Apple Music vs. Spotify: Which music streaming service is the best? by Michael Bizzaco , Derek Malcolm and Amanda Blain

• Joseph Liu shared with us the 10 Podcasting Lessons he Learned After 100 Episodes

• Survey Finds Only 1 in 4 Indies Monetize Their Podcast, this according to Katie Paterson from the Podcast Host

• Managing People to Managing Productions: A How to Guide for Editors and Producers with Mia Lobel $335 Class Starts: Sep 9 

• How to Pitch Podcast Executives and Get Your Show Made with TJ Raphael $335 Class Starts: Sep 9

• From Idea to Launch: How to Create a Sustainable Podcast with Laurel Morales $335 Class Starts: Sep 17

• Telling Vulnerable Stories with Ronald Young Jr. $370 Class Starts: Oct 2

• Turning Dense Information Into Great Stories with Lewis Wallace $335 Class Starts: Oct 3

• From Topic to Story: How to Find Characters and Narrative Arcs to Draw in Listeners with Sarah Esocoff $370 Class Starts: Oct 7

• Body-Ody-Audio: How to Make Sensorial, Visceral Audio with Kristina Loring $370 Class Starts: Oct 8

• Be So For Real: Interview Training for Producers, Hosts and Editors with Dom French $370 Class Starts: Oct 30

• Fact Checking 101 with Jeanette Beebe  $370 Class Starts: Nov 4

• Mind Your Business: Podcast Monetization with Annalise Nielsen $335 Class Starts: Nov 5

• Introduction to Story Editing with Willow Belden $335 Class Starts: Dec 2

🌟 Share Your Experience! 🌟

We are delighted to hear from our subscribers! We would be happy to publish your testimonial if you have found our newsletter to be helpful or if you have a success story to share.

👉 Post a Testimonial: https://testimonial.to/podwiresYour input matters, regardless of how long it is—a single sentence or an elaborate narrative. It also aids others in realising the advantages of our newsletter. We appreciate your participation in our community! 🙌

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.

• 🪀 Swell AI turns podcasts or videos into transcripts, clips, show notes, articles, summaries, titles, newsletters, social posts, and more.

• 📬 SparkLoop is the fastest way to get a newsletter referral program — like TheSkimm and Morning Brew — up and running.

• 🎚️ Riverside is your online studio for high-quality podcast and video recording and editing.

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.

• Podwires Daily - for providing news about audio trends and podcasts.

• Podwires Asia - for reporting on podcasting and audio trends in South East Asia

• Trailer Mixtape - The Hottest Podcast trailer to watch

• There’s a Glitch - updated tech news and scam and fraud trends

• Santos Unfiltered - features expert interviews on current political and social issues in Australia and worldwide.

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