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Let’s dive in on today’s newsletter. - Miguel Bada

• 🔥IAB Australia Report: Digital Video Advertising Trends Revealed

• 🚨 Podcast Insight: Podcasts and AM/FM Radio Capture 90% of U.S. Tuning Minutes

• 🌏 Podcast Elsewhere: Acast, the largest podcast company in the world, has announced a strategic partnership with Otonal Inc.,

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

• 🛠️Podcast Events & Toolbox -

🔥IAB Australia Report: Digital Video Advertising Trends Revealed

A video ad state of the nation report by IAB Australia says 92 percent of all respondents now consider digital video advertising investment across all screens, including mobile, desktop, and CTV.

Embracing video advertising across all screens, like mobile, desk tops, and CTV, according to the Video Advertising State of the Nation Report by IAB Australia.

The Revelations

The report also found that the usage of connected TV advertising has grown in the last year. Some 55% of the respondents say they are using connected TV as a significant part of advertising activity for the first time. Nearly two-thirds of agencies, 66%, said they had bought digital video on a connected TV, mobile or computer combined with digital out-of-home.

The report will quantify all forms of video advertising, including Broadcaster Video on Demand, Advertiser Video on Demand, social video, short form editorial, and—in a world premiere—the use of digital video across digital out-of-home screens and retail media formats. It marks the ten-year anniversary of the IAB Australia Video Council, where from 2013-2023, video ad revenue grew huge, moving from $196 million in CY2013 to $3.78 billion in 2023, which is an amazing 175% increase over the last five years.

66% of agencies say CTV plays a major role in extending the reach of linear TV campaigns. Additionally, targeting (66%) and the ability to reach audiences at scale (62%) remain the key drivers for mobile and computer inventory.

IAB Australia CEO Gai Le Roy added that agencies have increased their usage of digital video for brand building, stimulation of purchase intent, and priming consumers for stronger spending returns. Challenges range from a lack of a standardized metric across screens to differences in measuring performance on various different DOOH platforms, retail media platforms, and CTV environments.

Other major drivers for digital video advertising include reaching as such and extending reach from linear TV, targeting/personalization. Connected TV uses are mostly driven by brand building, while video on a mobile or computer is used for pricing. A screens planning approach involves strategically considering different types of screens to carry out advertising campaigns so that there would be full and targeted coverage. This way, the agencies could optimize their advertising strategies considerably across different screens.

Connected TVs are most often purchased programmatically as guaranteed deals, while digital video buys run on computers and mobile devices most commonly are programmatically traded on an open exchange.

Why does this matter in podcasting?

Knowing various buying techniques in place for advertising across multiple platforms will better place an advertiser investing in podcast advertising. Advertisers will be able to know trends for programmatic buying of various forms of video content to customize strategies that would best help reach their target audience and maximize Return on Investment in the podcasting space.

Our Take

It's our take that understanding various buying techniques for cross-platform advertising enables advertisers to tailor their approach in campaigns for maximum impact. By keeping abreast of programmatic buying trends—particularly in podcasting and other video content forms—advertisers are better placed to stay ahead of the curve and make smarter decisions when allocating their advertising budgets.

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🚨Edison Research Reveals Audio Consumption Trends in America

AM/FM radio and podcasts combine to account for ninety percent of all U.S. tuning minutes. As Edison Research's most recent blog post by Pierre Bouvard says, their quarterly "Share of Ear" study is an in-depth study regarding how much time Americans spend with audio as well as specifically ad-supported audio.

The Revelations

It found out that, on an average day, ad-supported digital audio reached one in three Americans, while two in three Americans were reached by AM/FM radio. In all, digital audio and AM/FM radio together reach 75% of the U.S. daily; podcasts and AM/FM radio comprise almost 90% of all tuning minutes.

AM/FM Radio is the #1 method by which consumers reach a brand on the path to purchase, attaining an 86% towering share in-car. This number increases vitally to 75% for reach when combined with AM/FM radio, extending to the U.S. population.

An audio investment that doesn't include AM/FM radio, misses the lion's share of the audience. 59% only listen to AM/FM Radio. The average day—13% only listen to Digital Audio and not to AM/FM Radio. Twenty-eight percent listen both to Digital Audio and to AM/FM Radio. Fifty-nine percent listen only to AM/FM Radio and not to Digital Audio.

Edison measured the daily reach of AM/FM radio and ad-supported Spotify to understand how that fits into consumer audio habits. 3% are sole listeners to ad-supported Spotify, not listening to AM/FM Radio. 6% are dual listeners to both ad-supported Spotify and AM/FM radio. 92% are sole listeners only to AM/FM radio and do not listen to ad-supported Spotify.

Now, in every hour of US ad-supported audio, 40.9 minutes are for AM/FM radio and 11.9 minutes for podcasts, while only 2.9 minutes are for ad-supported Spotify. In an hour of in-car U.S. ad-supported audio, AM/FM radio makes up the lion's share of all minutes spent listening in vehicles.

It's followed by podcasts at 20%, then ad-supported Pandora at 5%, ad-supported Spotify at 4%, and ad-supported Sirius XM, also at 4%. With regard to ad-supported audio in particular, AM/FM radio is the clear winner, commanding 68% of all ad-supported audio, with podcasts as the second-most consumed form of audio.

The result, however, he said, is that among voters spanning the political spectrum, the ad-supported audio dominant platform is AM/FM radio. Shares for podcasts are more robust among Independents and Democrats. Streams of Pandora, Spotify, and SiriusXM combined take only 10% to 14% of tuning.

Data Sources:

The Record" by Nielsen says it is an dynamic online visualisation, bringing Edison's famous "Share of Ear" study to the ad industry. Edison Research is offering audio planning tools for sale to agencies and advertisers. Marketers and their media agencies can buy subscriptions to both "Share of Ear" and "Edison Podcast Metrics."

Why you need to care

In order to effectively reach a target, advertisers must understand how audio is consumed across a multitude of platforms. Nielsen and Edison Research data help marketers understand where better to allocate advertising budgets in order to reach a desired demographic.

Our Take

Nielsen-Edison Research collaborations underline trends in audio consumption that can help advertisers drive marketing decisions. Marketers can get the most from their advertising campaigns using these data-driven tools by reaching their target audience with the best possible ROI.

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

• Acast, the largest podcast company in the world, has announced a strategic partnership with Otonal Inc., Japan's leading digital audio advertising agency. In response to the demand by advertising solutions.

• The AI audio platform Adthos has added support for 4,600 languages and dialects, cooperation with several new voice providers for more options to the end-user.SUBMIT YOUR NEWSSend press releases to [email protected]. Editorially, we may rewrite headlines and descriptions.

• 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, according to Katie Paterson from the Podcast Host

• An interesting article titled “ What do Podcast Do for your Brain?” written by Lindsay Jarris Friel

• 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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