Commbank, eBay, Amazon, Expedia Group and Monday.com are among the top podcast advertiser in Australia, according to a new report from ARN’s iHeartPodcast Network.
iHeartPodcast Network partnered with Magellan AI to identify the top 15 brands advertising across the entire Australian podcast landscape.
The report used artificial intelligence to analyse more than 13,747 episodes from 400+ of the most popular podcasts in the third quarter to determine which brands are spending the most.
eBay topped the list as the biggest spender on podcast advertising in the third quarter of 2021, followed by Monday.com, Amazon, Expedia Group, and Commbank.
Canva, NBCUniversal, Nine Entertainment, Ampol Australia, and McDonald's also featured on the list.
“The breadth of major brands advertising in the podcast space is testament to the effectiveness at targeting audiences,” says ARN head of digital audio Corey Layton.
“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.”
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. Additionally, Magellan AI’s international sampling allows for comparison across different regions to ensure the ads and spend are specific to Australia.
According to Magellan AI’s analysis, Australian advertising investment into podcasts has increased by 35% quarter-over-quarter.
The top 15 podcast advertisers in Australia in Q3 2021:
- eBay
- monday.com
- Amazon
- Expedia Group
- CommBank
- NBCUniversal
- Sleeping Duck
- Canva
- Nine Entertainment
- Hyundai
- Ampol Australia
- Neds
- ShopBack
- McDonald's
- Open Universities Australia
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