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

• 🔥The Impact of Creativity in Podcast Advertising Revealed

• 🚨 Podcast Insight: Podcast Ad Experience: A Net Positive for Listeners

• 🌏 Podcast Elsewhere: Acast's Election Campaign: Trusted News Podcasts Boost Informed Voting

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

• 🛠️Podcast Events & Toolbox -

🔥The Impact of Creativity in Podcast Advertising Revealed

Independent studies by leading research houses have pegged the value of the global podcast advertising market at US$43 billion by 2032. According to an Acast SVP Sales, Joe Copeman, in a blog post, other than audience targeting solutions like conversational targeting and first-party data targeting, other capabilities prop up the rapid increase witnessed within the podcast advertising market.

Mr. Copeman stressed that creativity is another indispensable factor for podcast ads to work, which advertisers usually seem to underestimate beyond the audience targeting solutions.

"Instinctively, when discussing creativity in podcasting, we think of engaging sponsor or host reads and the long-form branded content that clients love to create," said Copeman. "And yet there is unbelievable creativity that can come from short-form creativity.".

According to Tor Myhren, vice president of marketing communications at Apple Inc. and The Film Lions President, there seems to have been a strong leaning toward long-form content in this year's entries for the Cannes Lions Award. He believes that there is such great potential in short-form ads that the industry now needs to realize,".

Fresh Air's Director of Content, Michaela Hallam, recently spoke at the British Podcast Awards about how creative brand storytelling featured heavily in this year's awards. Those very few brands that are doing podcasting really well recognize the enormous power of creative content for engaging audiences and forging meaningful connections with them.

The Study

According to a Westwood One and Cumulus Media study, creative accounts for half the sales in podcast advertising—2.5 times more than advertisers believe is its impact. The study revealed a wide schism: Brands and agencies believe that creativity drives 19 percent of the total sales effect, but in reality, it creates 49 percent of sales. Therefore, this creates a challenge as well as an opportunity for the industry to present novel methods to advertisers, to drive further their investment in the medium, and to provide a better listening experience to ranges of audiences worldwide.

Advice by Mr. Joe Copeman:

Podcasting is an extremely powerful channel for advertising because listeners are much more engaged with the content; hence, incredibly potent for reaching audiences. In the US, 82% of podcast listeners agree that listening to ads is a way to support their favourite podcasters. This means that there is no need to increase volume levels or use shouting voices to gain audience attention.

Make a clear call to action, which is essentially the purpose or role of the best advertising. This means that it has a clear message and its content drives some form of action—in Mercedes Benz's case, driving listeners to explore their fantasy of owning one of their luxury vehicles more online.

Leverage creator voices in podcasts to drive a really influential word-of-mouth advertising effect in the podcasting sphere. In the US, 75 percent of podcast listeners have looked for a podcast for a product endorsement. Podcast creators are one of the powerful methods through which companies can reach consumers with advertising. Acast's Sponsorship+ lets companies scale the power of host-read sponsorships—with dynamically inserted ad audio within a 30-second ad slot across appropriate catalogues.

Think beyond your 30 seconds with short form storytelling content called Sponsored Stories, using the podcast host to fight for their audience's attention. For example, Canada Goose has one of their brand ambassadors in one highly effective ad that runs in just 4 minutes in their series, The Good Life Project, with Jonathan Fields interviewing.

Why does this matter?

According to Mr. Copeman, research from Acast has shown that podcast listeners have preferred 3D ads over radio advertising and traditional podcast advertising, as it is crystal clear and more engaging in nature. This has resulted in brands across automobile companies, insurance, and travel incorporating 3D audio techniques.

Our take :

While the effectiveness of podcast advertising is still very strong and growing, the real growth in that potential for reach and engagement will have to be matched by investment in the quality of ad creative by advertisers.

Moreover, embracing technological advancements and innovations, such as 3-D Audio, can make an advertising partner really stand out and create a remarkable experience for listeners, skyrocketing campaigns through the roof. In the interest of staying ahead to get the most from podcast advertising campaigns, brands should always be at the forefront of emerging trends that best position their messages to strike a chord with evolving audience preferences.

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🚨Podcast Ad Experience: A Net Positive for Listeners

FM radio had siphoned off a huge audience share from AM radio in the 1970s. This is according to Signal Hill Insights founder Jeff Vidler in his latest blog post. Of course, the technical sound was better than AM radio - with no static and not with the distortion too often heard on AM radio. However, FM radio had a more relaxed style that treated listeners as adults in a relaxed way.

In the 1980s

By the early 1980s, advertisers had become very interested in FM radio as an efficient medium for reaching a mass audience. Despite punishingly high spotloads and far less localized toned execution, FM music radio still commands impressive audiences that deliver meaningful value to advertisers.

"I was reminded of that magic moment for FM when I was watching Tom Webster's webinar for Sounds Profitable's latest quarterly research study, 'Ad Nauseam' (for which Signal Hill Insights was a research partner)". He said, "All the evidence says that's where podcasts are living now.

Mr. Vidler said, "Podcasts are still the cool kid on the media block, and the ad experience for listeners is still a net positive." An on-demand medium that covers just about every possible information or entertainment niche, podcasting is intensely personal. As such, host-read ads play to that strength, with 48% of podcast listeners ages 18+ surveyed in "Ad Nauseam" either embracing or at least tolerating the ads they heard on podcasts.

Establishing a competitive edge in podcast advertising is vital because the business thrives in today's competitive market by maximising varied means of income generation. As demand for ads surges, it will be essential for advertisers and podcasters to track listener tolerance perceptions of ad loads avidly. According to a study by Signal Hill Insights, only 73% of podcast listeners now anticipate between two to three ads per episode. It will be most important to prioritize personal relevance in podcast ads, for while podcasts are becoming a reach medium, their superpower lies in the personal connection each individual podcast makes with its audience.

While host-read ads have ingeniously exploited podcasts' personal nature, scaling ads has challenges that create the need to seek other ways to continue their ad growth. Interesting opportunities therefore exist in advanced targeting, especially in contextual targeting. Even at this moment, according to "Ad Nauseam," 37% of podcast listeners who skip ads do so because of 'lack of interest or relevance.'

Why does this matter?

Mr. Vidler said that, most of all, publishers and podcasters should be very careful about ad creatives, particularly taking over ads blindly from radio or streaming music platforms. Running ads from other platforms on podcasts undermines their effectiveness, but it should not replace a distinct listen to podcasts.

Our take:

For this reason, it becomes very important to target audiences of podcasts along with their contents to better ad effectiveness and drive engagement among listeners. Publishers and podcasters might use a listener-targeted ad system to improve advertisement retention and results for engaging advertisers alongside content creators.

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

• Acast's Election Campaign: Trusted News Podcasts Boost Informed Voting

• Uforia, by TelevisaUnivision, is looking to hook up with Posta, a Latin American podcast studio, to develop content aimed at the Hispanic audience across the United States.

• This new product by Hark Audio allows listeners to hear the best podcast discussions on some given topic. The Conversation provides human-curated three- to five-minute clips.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, 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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