As part of AdNews in-depth, we looked into the burgeoning space of podcasts. Read the full feature here.
The podcast playground has matured into a serious business over the last 12 months. From Nine to News Corp, Pedestrian to Mamamia, and Southern Cross Austereo to Nova, media companies are throwing their hats in the ring, chasing the next hot medium and the ad dollars it promises.
Sure, there are a lot of publishers pushing into the space, but are brands actually the best at creating podcasts?
Digital tech company GE has enjoyed great success in the US podcast arena, famously overtaking successful podcast Serial in 2015 to claim the top spot on Apple's list of most popular podcasts.
This was the first time a branded podcast had done so and piqued the interest of others brands who have since launched their own podcasts.
We spoke to execs in the radio, podcast and advertising industry to find the five best branded podcasts:
DTR – Tinder
Created by Gimlet, the DTR podcast from dating app Tinder is a refreshingly honest show about everything from opening lines, to profile pics, to dating someone out of your league. Each episode dives deep into the weird, wonderful and hilarious aspects of dating in an internet-obsessed world, sticking to Tinder's brand values as it subtly promotes the service.
Decoding Genius – GE
Following the success of its The Message podcast in the US, industrial conglomerate GE launched its first Australian podcast series, exploring the lives of six young innovators across Australia, Canada and the US. In collaboration with Made by Fairfax, the six-part series launched in 2016 and took a science innovation brand into the mainstream.
Hello Bump – Westpac
Created by Mamamia, Westpac entered into the podcast space with a pregnancy-focused show. Westpac is an extension of the 'Dear Bump' campaign, which deposited $200 into accounts of new parents on the behalf of children born in 2017. The show stars Monique Bowley and Bec Judd discussing everything from fertility to the first six weeks at home offering practical and honest advice.
Modern Babies – Genea
Now in its second series, Modern Babies from Genea, produced by Nova, shares real patients IVF journeys and took a close look at issues surrounding fertility. The podcast created an intimate platform to provide information and support, using emotive and authentic storytelling, about the journey through fertility.
Vantage - Telstra
The Telstra Vantage series discusses the latest in business and tech innovation, telling the stories of those who have launches startups or founded new technological ventures. Hosted by Whooskaa, host Adam Spencer has open conversation about how industry is transforming itself towards the future.
Let us know your favourite podcasts. Comment below.
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