What's New November 5, 2021

Top 15 podcast advertisers revealed

Ebay is the top podcast advertiser across the entire Australian podcast landscape, according to a new podcast ad monitoring service launched by ARN.

Reflecting the connection between podcast listening and online businesses, the top four advertisers are all online companies.

Second placed Monday.com is a workflow software company and the third placed advertiser, Amazon, is another online sales company. Online travel booking company Expedia is ranked fourth and after that, more traditional retailers enter the list.

The monitoring service also shows a 35% increase in podcast ad spending in Quarter 3 of this year, compared with the previous quarter.

ARN’s iHeartPodcast Network has partnered with Magellan AI to distribute the quarterly list of the top 15 brands advertising across the entire Australian podcast landscape.

Using the latest in artificial intelligence technology, the report is compiled by analysing over 13,747 episodes from 400+ of the most popular podcasts in Australia in Q3 to determine which brands are spending, encouraging marketers to leap into the rapidly growing medium.

The first Australian top advertiser list features brands from a broad range of categories across banking, automobile, FMCG, entertainment and online retail outlets, demonstrating that podcasts are a growth sector for advertisers.

Magellan AI’s sampling method “listens” to 400+ of the most popular podcasts in Australia and ingests the audio to identify ads within the content. The proprietary model then determines advertisers’ spend based on proven inputs. The model factors in the number of ads detected, variation in ad load, types of ads, and multiple episode samples to identify and account for dynamic insertion.

Magellan AI’s international sampling also allows for comparison across different regions to ensure the ads and spend are specific to Australia.

ARN’s Head of Digital Audio Corey Layton said: “As ARN’s iHeartPodcast Network continues to set the benchmark for best-in-class podcast advertising, we’re excited to partner with Magellan AI on delivering these enhanced tools and data for our teams and clients. The breadth of major brands advertising in the podcast space is testament to the effectiveness at targeting audiences.

“As ARN continues to define audio, this partnership is a natural extension to the Australian Podcast Ranker, beyond our own network and across the industry.”

According to Magellan AI’s analysis, Australian advertising investment into podcasts has increased by 35% quarter-over-quarter, with more brands seeing the value in targeting audiences through podcasts, as well as traditional radio advertising.

Magellan AI’s CEO and Cofounder Cameron Hendrix said: “We are pleased to partner with Australia’s leading podcast publisher ARN’s iHeartPodcast Network to deliver these localised insights. We’ll be providing updates on the top podcast advertisers in Australia each quarter. Anyone interested can sign up at www.magellan.ai/australia to receive new data as it’s released.”