Podcast Network Asia courts brands through ‘podvertising’
“Podvertising” (short for podcast advertising) is the next step in pushing podcasts into the mainstream, according to(PNA). Thepodcast-focused mediacompanyrecentlypartnered with, a digital marketing campaigns company under Globe’s 917Ventures, to givebrands access topodcastproductionservices.
Podvertisingallows brands to tap various demographicsthrough different shows.The global podcasting market size is expected to reach $41.8 billion by 2026, rising at a market growth of 24.6% compound annual growth rate during the forecast period,, a market research store.
Under the partnership, brands can opt for ad placements such as themed episodes, three-minute segments, episodeguestings, brand shoutouts, and30-second pre-roll and baked-in advertisementsinPNA’s network of podcasts.Advertisers can likewise develop placements based on user insights throughPodmetrics, PNA’s free integrated performance measurement platform.
“Our grand vision of turningthe Filipino podcasting community into a thriving industry becomes one step closer to reality with this partnership between PNA and AdSpark. We believe that podcasts are a powerful medium that don’t just allow listener understanding and retention, but also great ad ROI [return on investment] conversions,” said PNA Chief Executive Officer Ron S. Baetiong in a press statement.
PNA is home to more than 130 shows with around 15 million listens, including:,,,,,, and.
The most popular podcast topics revolve around love and relationships, adulting and motivational shows, and comedy,saidBianca I.Cammayo,AdSpark’smarketing communications manager, in an e-mail interview withý. “When it comes to generational listening, it is very varied with younger listeners listening to a mix of relationship and comedy shows, and older ones listening towith a mix of comedy as well.”
According to Ms.Cammayo, foreign shows thattop local charts are,, and.
SPONSORSHIP EFFECTIVENESS
Sixty-six percent of those surveyed in the Asia-Pacific region claim to spend an average of 60 minutes a day listening to podcasts,.The Philippines, which isthesixthfastest-growing country by podcast listening,has alistenershipof31 million. The majority come from the 23–34 age range, Ms.Cammayoadded.
Podcasts owe their popularity, in part,toscreen fatigue,“too much visual stimulation.”The medium alsobenefitedfrom theubiquity of smartphones,.
Podcasts, too, are better at retaining audience attention.“An average length of a podcast is around 1 hour, and 40–60%of people finish until the end of the podcast. Listeners get to enjoy the ads also because of how the podcasters execute the ads,” saidMs. Cammayo. “It’s not a typical ad where they stop the conversation just to play an audio ad. It’s really embedded in the conversation.”
Listeners find ad experiences positive,found:74%reported that the sponsors fit well with the content of the show; nearly 7 out of 10 of respondents exposed to podcast advertising also agreed the podcast ad they experienced increased their awareness of new products and services.
“The content, and not the brand, should be the star of the show,”said Sharon Taylor, managing director at podcasting hosting platformOmnyStudio, in.“The biggest mistake in branded content is building one large, multi-episode ad instead of actual content. There is nothing wrong with selling goods and services, but a branded podcast is not going to be successful if that’s all the show is about.”—PatriciaB.Mirasol
