The WARC Podcast Are marketers missing the podcast opportunity?
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Feb 25, 2025 Timi Siytangco, Key Account Director at Acast, and Giles Martin, EVP at Oxford Road, shed light on the booming podcast landscape. They explore the slow ad spend despite rising podcast popularity and discuss the unique dynamics of advertising in Asia. The conversation highlights the integration of video and the challenges of measuring podcast effectiveness. Brands are now tackling brand safety concerns and realizing the potential of podcasts to engage younger audiences. Innovative strategies are needed as the medium evolves.
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Episode notes
Podcast History and Growth
- Podcasts aren't new; they originated from audio blogging around the millennium.
- They've gained mainstream popularity, with millions listening regularly in the US and UK.
Podcast Election
- The 2020 US election highlighted podcasts' influence, dubbed the "podcast election."
- Trump's podcast strategy, particularly his Joe Rogan interview, outperformed Harris's.
Regional Podcast Growth in Asia
- Podcast growth varies across Asian markets; each region has unique characteristics.
- Indonesia shows strong growth in video podcasts, while Japan attracts younger, tech-savvy listeners despite lower overall penetration.