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🎙️Unpacking IAB's Report: Why Advertisers are Betting Big on Creator Content

Podcast Powerhouses Acast and CAMH Use Celebrity Influence to Spread Awareness on Mental Health

December 20, 2023

Good day, everyone!

In this edition of the newsletter, we're concentrating on new research from the IAB that indicates audio producers could gain from media buyers supporting the creative sector.

On the podcasts "WTF with Marc Maron" and "Cat & Nat Unfiltered," the brand storytelling specialists from Acast and the CAMH Foundation provide resources related to addiction and mental health.

Contact me via email, and don't forget to sign up for this newsletter here if you haven't already. Encourage a friend to subscribe as well!

Happy Podcasting

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📢 Union Charge Launched Against Audacy over Pineapple Street’s Contract Dispute. The National Labour Relations Board has received a complaint from Pineapple Street Studios employees against Audacy. The Writers Guild of America East (WGAE) claims Pineapple Street's parent company Audacy is bargaining in bad faith for their first union contract.

📢 The Power of Creator Content: Revolutionizing the Effectiveness of Ads. An Interactive Advertising Bureau report showing marketer interest in placing ads alongside creator content suggests audio creators could benefit from media buyers funding the creator economy.

📢 Acast and CAMH Launch Unique Podcast Campaign to Boost Mental Health and Addiction Resources. CAMH Foundation and Acast's brand storytelling experts promote mental health and addiction resources on the “WTF with Marc Maron” and “Cat & Nat Unfiltered” Podcasts.

📢 BetterHelp Dominates Podcast Advertising Spending with a Whopping $9.4M in November Alone. The online mental health service BetterHelp is expected to be podcasting's top advertiser this year. Based on Magellan AI's analysis, BetterHelp spent $9.4 million across 1,103 podcasts in November, again leading the pack.

10. The Infinite Dial's 25th year tracked the U.S.'s transition from dial-up to digital dominance, as 75% of those age 12+ have listened to online audio in the last monthSource: The Infinite Dial® 2023 sponsored by Amazon Music, Wondery, and ART19

9. A majority (58%) of audio listening now occurs in the home, and largely through connected devicesSource: Audio in Evolution sponsored by Amazon Ads

8. Time spent with on-demand audio passes time spent with linear audioSource: Share of Ear from Weekly Insights

7. Level of education played a role in how Ohioans voted on abortion, but it’s not as simple as those with or without college degreesSource: Edison Research Exit Poll/Ohio Referendum Issue 1, 2023

6. Despite all the new audio choices on the in-car dashboard, radio is number one in France, Germany, and the UKSource: Dashboard Dialogue from Edison Research and WorldDAB

5. In-car listeners spend the most time listening to audio through a radio, but mobile devices continue to gain shareSource: Share of Ear from Weekly Insights

. Spoken Word Audio has reached another all-time high, and podcasts now account for 36% of the totalSource: The Spoken Word Audio Report from NPR and Edison Research

3. UK Podcasters Dominate the UK ChartsSource: Edison Podcast Metrics UK

2. Diverse audiences are engaged podcast listenersSources: The Black Podcast Listener Report sponsored by SXM Media, and Mindshare USA; The Latino Podcast Listener Report sponsored by LWC Studios, Latina to Latina podcast, Libsyn, Latino Media Network, and SXM Media

1. Kids are engaged podcast listeners and grow into loyal adult listenersThe Kids Podcast Listener Report from Edison Research and Kids Listen, with sponsors American Public Media, Disney Podcasts, Tumble Media, and Wondery; The Gen Z Podcast Listener Report sponsored by SXM MediaBonus finding: The podcast "New Heights with Jason and Travis Kelce" sees a four and a half times increase in weekly podcast listeners age 13+ since the Swift-Kelce pairing became public; audience shifts to 50% femaleSource: Edison Podcast Metrics from Weekly Insights

  • Former Audible and Gimlet executive joins NPR as head of podcast strategy. Colin Campbell will start new role this December.

  • Westwood One will be led by Cumulus Media EVP of Corporate Strategy & Development Collin Jones starting January 1, 2024. He succeeds Suzanne Grimes, who left after eight years.

  • AdLarge announced today Tom Brady has joined the company’s sales force. In this new role, Brady will work directly with EVP of Audio Sales, Robin Sloan.

  • Rachel Williamson was elevated by Audacy to the position of President of Local Sales Strategy and Innovation, from Regional President. Williamson will answer to Chief Revenue Officer Brian Benedik in the newly created role.

  • At the end of March, Spotify's chief revenue officer, Paul Vogel, will be leaving the company. Following a third round of layoffs that affected Spotify earlier this week, the announcement was made.

  • After five years, Denise Viltola, who oversaw social media, PR, and influencer marketing at Bayer, announced her departure. She is still deciding what to do next.

  • Jeff Howard will succeed James Warburton as Seven West Media's managing director and CEO, according to Seven West Media Chairman Kerry Stokes AC.

  • Rachel Fountain has been appointed as Content Director, Audio (News, Sport, and Lifestyle) for NewsCast, News Corp Australia's on-demand audio division.

  • Warner Bros Discovery's Millennial and Gen Z-targeted content company Rooster Teeth's podcast network, The Roost, will have new leadership in the new year. From now on, Roost Podcast Network VP AJ Feliciano will manage all podcast sales and partnerships.

In an effort to spread awareness of addiction and mental health resources, Acast, the largest independent podcast company in the world, and the Centre for Addiction and Mental Health Foundation (CAMH Foundation) have partnered on a multi-part podcast advertising campaign.

The CAMH Foundation elevates conversations about experiences with addiction and mental health by featuring the voices of Marc Maron of WTF with Marc Maron and Catherine Belknap and Natalie Telfer of Cat and Nat Unfiltered. This serves to increase awareness about the resources available to listeners.

🚀 Want to advertise in Podwires ? Book here

Here are our current featured roles. Check the job board for more jobs and some freelance gigs.

  • Johns Hopkins Carey Business School is seeking a flexible and talented Casual Audio Editor/Sound Designer - for on-call assignments

  • Bloomberg is looking for a Full-time and contractor Podcast Producer. Bloomberg is expanding its audio offerings and seeking an experienced podcast producer for a daily economy, world, and enterprise business news podcast.

  • Google is hiring Associate Product Marketing Manager Whether you're on a consumer product (like Gmail, Search, Maps, Chrome, Android) or a business product (Google Ads, AdSense, Google Marketing Platform, Analytics), you take part in a complete marketing experience as you lead every facet of the product's journey. 

  • Vice Media is looking for a Freelance Podcast Producer Series. As a producer you will be responsible for owning all aspects of pre-production, production and post-production of narrative audio documentary.

  • Sinclair, Inc. is looking for an Associate Producer, Podcasts to assist in developing and producing a slate of audio series. 

  • Nova Entertainment is hiring a Audio Engineer. NOVA Entertainment is Australia’s fastest-growing audio entertainment business.

  • Rode is hiring a Social content creator. As a Social Content Creator specializing in TikTok, Reels, and YouTube Shorts, you will play a pivotal role in our brand's growth strategy. 

Please mention Podworks.io or Podwires in your application.

To get more podcast jobs , subscribe to Podworks IO Click here

  • Our first events for 2024 are now also open for registration with the year kicking off with our Sydney Audio Summit and Melbourne Audio Summit 

  • Design a Great Podcast with Strategy In Mind. This class will take you through a design process that blends vision, planning, and strategy.

  • The Hot Pod Summit is returning to Brooklyn on February 28th, 2024, as part of On Air Fest for a day of in-depth talks, intimate conversations, and industry networking.

  • The Institute for Independent Journalists 2024 Freelance Journalism Conference on February 29 and March 1, 2024

  • Podcast Academy: What is “growth” for my podcast? Setting realistic goals with Arielle Nissenblatt. (Register Here)

  • TikTok is continuing to pursue TV and Instagram owner Meta Platforms ads.

  • Meltwater's top 10 Australian TikTok creators are listed by Mediaweek based on their fans, reach, and Meltwater Klear Influence Score, which is calculated using multiple variables and Klear's proprietary AI algorithm.

  • OpenAI suspended ByteDance's account after The Verge reported that TikTok's parent company used OpenAI's GPT model to develop conversational AI software, violating the AI giant's terms of service.

  • Over 100 creators have threatened to leave Substack after allegations that Nazi content, from swastikas to references to the “Jewish question,” has appeared unchecked in at least 16 newsletters, some with tens of thousands of subscribers. Over 50 Substack writers wrote an open letter supporting the platform's content moderation strategy.

  • The Information reports that Facebook is ending its 55% creator ad revenue share. Video performance-based payouts will replace the program's percentage-based revenue share from ads played next to videos.

  • Social Soup, an Australian and New Zealand influencer marketing agency, launched an AI-powered verification and barcode scanning tool to connect influencer content to in-store product trials and purchases.

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.

  • 🎙️ 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.

  • 🚗 Niceboard - modern job board software, helps communities and organisations create and manage job boards.

  • 📼 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/p/toolbox

Send press releases, jobs, events and podcast ads in the street to [email protected]. Editorially, we may rewrite headlines and descriptions.

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