Sounding Board: Building podcasts into your media mix

10/13/23 • 28 min

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

Hosted on Acast. See acast.com/privacy for more information.

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

Hosted on Acast. See acast.com/privacy for more information.

Previous Episode

This Paranormal Life: Building a global brand

As Halloween approaches, many people’s thoughts turn to ghouls, ghosts and goblins - but for some people, it’s a year-round vocation. For Kit Grier Mulvenna and Rory Powers, co-hosts of This Paranormal Life, tales of the weird and inexplicable are their bread and butter, and they’ve allowed the pair to launch their second live tour this year.

Covering both US and UK dates, the tour reflects the podcast’s international audience, and Grier Mulvenna and Powers sat down with Rhianna Dhillon and Adam Shepherd to discuss how the podcast has organically developed this audience, how a robust subscription strategy has allowed them to invest in the podcast’s growth, and why the Irish podcast market is set for big things.

Hosted by Rhianna Dhillon, and produced by Emma Corsham for Haymarket Business Media.

Hosted on Acast. See acast.com/privacy for more information.

Next Episode

The Log Books: Using archived material to create a podcast

In 2019, Tash Walker and Adam Zmith launched the award-winning history podcast The Log Books, looking at the lives of LGBTQ+ people in Britain based on archived entries from volunteers at this country’s second-oldest LGBTQ+ helpline Switchboard. Since then, the hosts and co-creators of the podcast used their learning and experience to launch their own independent production company Aunt Nell alongside the podcast’s producer and radio presenter Shivani Dave.

On this week’s episode, Walker and Zmith spoke to PodPod’s Rhianna Dhillon and Reem Makari about how they use their production company to amplify the voices of LGBTQ+ creators, the different ways they get their funding, working with partners like the National Archive on other podcasts, and the next phase of The Log Books after it wrapped in 2022 - adapting it into a book.

Hosted by Rhianna Dhillon, and produced by Emma Corsham for Haymarket Business Media.

Hosted on Acast. See acast.com/privacy for more information.