Are SA brands missing a trick by using podcasts as a brand new income and advertising platform?
Though there’s little formal research on the medium, media planners inform the FM that podcast intake is an idea to have grown through as much 50% within the beyond years.
A podcast is a virtual audio file made to be had at the net for downloading to a pc or cell tool and commonly had as a chain, new installments of which subscribers may acquire mechanically.
Investec is one logo that has embraced the podcast direction with its Big Picture podcast channel, providing a sequence of interviews using asset management professionals. Tim Spira, head of digital content at Investec, says: “Podcasting is part of a broader initiative to carry thought-management content to the fore in our advertising and marketing and communique efforts. Podcasts are a perfect way to expose the knowledge that exists within the group and supply treasured and relevant insights to our clients and possibilities. On-call for audio is a high-quality choice for folks who don’t have several time and want to access media on the cross — on the trip, for example, or on the health club.”
It would possibly serve the advertising community nicely to take the lead from new worldwide developments. WARC, the international advertising and marketing intelligence carrier, has found that podcasts should account for 4.Five%, or $1.6bn, of worldwide audio advertising, spend via 2022. This is double the $885m in predicted funding this year, equal to two.5% of the audio market (including broadcast radio and online codecs consisting of in-circulate commercials). “Much of this money is coming from manufacturers’ experimental budgets. Advancements — such as greater correct, actual-time target audience measurement and programmatic advert trade — are required for this nascent format to liberate destiny boom,” says WARC.
Local studies indicate that 80% of South Africans pay attention to most people of a podcast, and most concentrate on a podcast within 24 hours of download. The most famous sort of podcasts is amusement-based totally, with statistics-oriented podcasts coming in 2d.
In SA, the primary podcast listener is aged 35 and 54. One of the first brands to effectively bounce on the podcast teaches changed into insurance massive Sanlam, in what turned into the described remaining year as a ground-breaking destiny-going through podcast collection which painted an image of an international 200 years from now that’s full of opportunities. Dan Pinch, executive creative director at the King James advertising and marketing organization, stated at the time that the series become created as part of the institution’s centenary birthday celebration, searching ahead to the next 100 years and asking large questions that rely on.
Pinch says there was one huge lesson that got here out of the series: “We had been no longer making an advert. To have any hazard of gaining a target audience and maintaining it, we needed to be clear that the tale came first. If we promised something to use the conventions of entertainment and podcasts, we needed to position our target market first and not make a glorified infomercial.”
The emblem, he provides, had a clean role because the creator of the content material and the subject matters aligned with the brand’s consciousness, “but aside from that, we focused on telling the great tale we ought to.”
