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• 🎙️IAB Australia Highlights Risk of Wasted Ad Spend on MFA Sites: What Advertisers Need to Know

• 🚨 Podcast Insight: Sports Fandom Thrives in Audio: 64% of US Fans Tune into Podcasts and Radio

• 🌏 Podcast Elsewhere: Now open: 2024 Radioinfo Asian Podcast Awards.

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

• 🛠️Podcast Events & Toolbox -

🎙️IAB Australia Highlights Risk of Wasted Ad Spend on MFA Sites: What Advertisers Need to Know

The industry is calling upon taking the MFA issue seriously, and for the industry to unite in minimizing ad spends on these sites, along with any associated participants. This comes after a strong IAB Australia warning.

What is MFA?

MFA stands for Made for Advertising. It refers to websites that rely on eye-catching headlines, clickbait, and controversial content in order to generate ad revenue. Most of the time, this is at the expense of good content and features an oversupply of ads and popups. Though MFA websites aren't outright scammy per se, they usually can't help provide meaningful results—the meaning here is wasted ad spending when a campaign gets stuck in the vortex of MFA websites.

What is the warning?

Not only the publishers who invest in quality content, but the IAB guidance paper also depicts MFAs as an outright waste of money for brands that exposes their advertising campaigns to risks due to such types of websites. Besides, this paper indicated, MFAs cause inferior consumer experiences, which lower trust in the industry.

Jonas Jaanimagi, IAB Australia Tech Lead commented

“Our goal with this document is to support each part of the ecosystem with guidance that will not only reduce exposure to MFA sites - but as a direct consequence, reduce wastage, benefit genuine publishers, ameliorate consumer experiences online and ultimately improve both campaign performance & advertising ROI.

“Our guidance is not exhaustive, but we highly recommend that buyers, sellers and vendors review and consider these recommendations.  We welcome feedback from all on our guidance,” said Jaanimagi.

The Exposure

MFA websites present a surging media quality issue to advertisers. A June 2023 report by ANA found that, on MFA sites, programmatic buying has resulted in wasted spend of 15% and impression waste of 21%.

Correspondingly, these websites will usually be filled with eye-catching headlines, clickbait, and controversial interest-driven content that ensures maximum page views and ad revenues. These MFA websites end up providing low quality traditional content, further embracing intrusive advertising techniques like pop-up windows and auto-play videos to maximize returns.

What this means?

The concern for advertisers is the possibility that their ads may not get to engage with their target audience in a brand-safe environment, thereby wasting money and potentially jeopardizing reputation. Advertisers need to be much more careful about ensuring their ads appear on trustworthy, premium sites to enable their campaigns to be as effective as possible.

Our take

It says that in order to keep a clean brand image and to reach their target effectively, they need to focus on quality before quantity when it comes to website selection for campaigns. In other words, by being more selective and conscious of websites they partner with, one can be certain that ads are going to the right people, adding to and not deterring from a brand.

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🚨Sports Fandom Thrives in Audio: 64% of US Fans Tune into Podcasts and Radio

64% of sports fans in the U.S. listen to at least some audio sports content on radio, podcasts, or SiriusXM—further underlining the major role audio content plays within sports fandom ,According to Edison Research's Sports Audio Report.

The Takeaway

The report indicates that sports is a favourite pastime since it has approximately 186 million sports fans aged thirteen and above residing in the United States, which give a two-thirds percentage of the American population. Sixty-eight per cent of the fans reported using sports to bond with family, and young sports fans are now curious about athletes' lives off filed.

Most sports audio listeners, including sports podcasts and SiriusXM, always listen with others or do so at least some of the time. That percentage has almost doubled from what it was in 2018, with a huge increase in younger sports audio consumers shifting toward digital listening. 40% of sports audio listeners say there aren't enough audio programs about the sports they like or follow, and 40% say there aren't enough that give them different perspectives.

Sports Audio Listeners Are Proactive: In the case of being exposed to an ad on a sports podcast or sports audio program, 63% of listeners looked for more information about the company or product. More than half have Advertising Through this type of content, ever purchased a product or service—like sports merchandise or subscription services—having heard this ad on a sports podcast or program.

Edison Research

“The idea that sports is more than just a game is at the core of what drives fandom, audio consumption, and the benefits advertisers receive from sports audio. Family, community, and emotion drive this passion unlike any other. What brand wouldn’t want to be associated with this level of devotion?” said Gabriel Soto, Senior Director of Research, Edison Research

Our Data and Sources

The Sports Audio Report by Edison Research, SiriusXM Media, and GroupM is an in-depth report about sports fandom in the United States regarding trends in sports content consumption and the role of audio platforms in engaging fans with teams and sports.

The conclusion was arrived at by conducting a total of 3,535 online interviews with a random national sample of individuals aged 13 and above during Q4 2023. All of the respondents rated themselves on a scale between 1 as 'not a sports fan at all' and 10 as a 'super sports fan'. This was according to Edison Research. 

What does this matter:

It will help sports teams and organizations in media to better tailor their content, thus offering customized experiences for fans and gaining crucial insight into the preferences and behaviors of sports lovers. With that information, sports industries can apply it when coming up with marketing plans and productions depending on how passionate and interested the fan is in sports.

Our Take :

Organisations can make strategic decisions on improving their offerings and attracting more customers by using such information on the level of interest and engagement of sports fans. On the other hand, media companies and sports teams can create content in a bid to increase market share and influence by tailoring the content to drive growth and enhance impact.

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

• At the official launch, Spotify has established an internal marketing agency under the name "Creative Lab," with a view of increasing revenue for brands by creating unique interactive, video, and audio campaigns.

• Now open: 2024 Radioinfo Asian Podcast Awards. It honors top Asian individuals, groups and organizations in media and business.

• Libsyn, a platform that filters and measures podcast downloads, has received IAB 2.1 certification from the Interactive Advertising Bureau, a benchmark that ensures very great Line accuracy and reliability for measurements among podcasters and advertisers. According to the latest blog and email from relev8, their public relations division.

• The Museum of Broadcast Communications announced its eight new members for induction into the 2024 Radio Hall of Fame today. The induction ceremony for the Class of 2024 Radio Hall of Fame will be on Thursday, September 19, 2024, at the Omni Nashville Hotel in Nashville, TN.SUBMIT YOUR NEWSSend press releases to [email protected]. Editorially, we may rewrite headlines and descriptions.

• 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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