Who says you can’t make money from podcasts?

Reporter

The woes of podcast monetisation might be behind us. Image Cottonbro Studio.

Acast is leading the way in the podcast market with new approaches to integrated marketing campaigns for podcast advertisers around the globe.

Since launching its first multichannel campaign more than six years ago, Acast has continued to harness the power of podcasters in the $250 billion global creator economy to help brands reach audiences across traditional and emerging media channels. 

Proving the power of podcasters in the creator economy, a recent study by Cumulus Media and Signal Hill Insights found half of weekly podcast consumers follow their favourite podcasters on social media. The same study identified an increase to 68% specifically for podcast listeners between the ages of 18 and 34. As a result, advertisers are starting to see the value of multichannel campaigns.

In 2023, Acast saw a 46% increase in advertisers booking multichannel campaigns from the previous year and to meet this demand, they are continuing to expand their expert strategic recommendations and campaign execution for podcast advertisers across video, social media, live events and more for maximum scale and impact.

Acast Multichannel-Podcast approach for marketing and advertising. Image supplied.

Podcast advertising is highly effective on its own; new research indicates that incorporating complementary activity across social and digital media as well as earned channels, including live events and retail lines maximises awareness, engagement and performance from campaigns.

A study by Nielsen also found coordinated messaging across podcasts, social media, and TV drove a 3.5x lift in brand awareness compared to podcast advertising alone — the key to succeeding in these multichannel, integrated marketing campaigns is consistent and coordinated messaging across all platforms.

Henrik Isaksson, Managing Director Acast AU/NZ. Image supplied.

Henrik Isaksson, Managing Director Acast AU/NZ says Acast is always focused on developing innovative and world class products, tools and services to allow advertisers and podcasters to maximise their reach and impact.

“In Australia, agencies have shown growing interest in employing diverse channels to execute campaigns for brands, and Acast has led the approach in the provision of these types of integrated campaigns.

“With many podcasters building highly engaged audiences across podcasting, socials and video, there is now a compelling opportunity for them to engage in brand collaborations spanning multiple channels to help advertisers to reach a broader, loyal audience,” Isaksson says.

Acast’s trailblazing innovative “beyond the podcast” advertising solutions for top global brands includes Nordstrom, Macy’s, Ikea, Maker’s Mark, and others via its in-house agency, Acast Creative. Campaigns have expertly combined podcast advertising with complementary social media activations, in-person events, merchandise and more, proving highly effective at driving awareness, engagement and sales for Acast advertisers across markets worldwide.

• In Australia, an original multichannel series for Samsung called Rule Benders drove impressive results for the brand, with a 22% increase in purchase intent. 

• In a recent Maker’s Mark multichannel campaign on the Your Mama’s Kitchen podcast, Acast’s US team created a social media component of the campaign that highlighted a recipe from each guest that was nostalgic of their mother’s kitchens. The results included social media posts highlighting family recipes from the likes of Mrs. Michelle Obama, Conan O’Brien, Al Roker, and more.

• In the UK, Behind The Lock - a unique multichannel series for WhatsApp - delivered over 500,000 listens and 2.5 million views on social media.

• In France, a live activation for L’Oreal at the iconic L’Olympia Theatre in Paris resulted in 12 million views for content from the event on social media, 500,000 views on YouTube and 300,000 listens to podcast episodes recorded live.

• Team Canada recently partnered with Dove’s Self Esteem Project for a bonus episode of the beloved Cat and Nat Unfiltered podcast duo where they discussed the challenges of parenting teenage daughters and unrealistic beauty standards put on them by social media. The campaign included a social media post promoting detoxing social media feeds and following positive influences for young girls and women. 

Soon, advertisers using Acast’s self-serve ad platform will be able to see podcasters available for creating video campaigns as well as audio.

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