Sounding Board: Building podcasts into your media mix

When 66% of consumers say they prefer podcasts to TV, and 76% say they’ve taken action after listening to a podcast ad, investment into the podcast space can look like a no-brainer for brands in 2023. Podcasting is a new medium, however, and incorporating it into your media mix – whether that’s launching your own branded podcast or advertising your brand on someone else’s – can be a daunting task.

This episode of Sounding Board, hosted by PodPod editor Adam Shepherd, explores how brands and agencies can make audio an avenue for revenue, from what podcast advertising can look like (and the benefits of each type), to the potential gains and current challenges of branded podcasting.

Featuring:

• Adam Shepherd, Editor, PodPod
• Victoria Handley, Lloyds Bank Brand Communications Lead, Lloyds Bank
• Shaaf Tauqeer, Audience and Martech Manager, Easyjet
• Simon White, Marketing Media Manager - Enterprise, BT
• Anna Berry, Managing Director, EssenceMediacomX
• Ed Couchman, Head of Sales, UK & Northern Europe, Spotify
• Gareth Evans, Founder, 18Sixty

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