Missed London’s “Podcast Show”? The MRT Has Your Definitive Recap; International Podcasts You Should Be Considering; Is Radio Worth it in 2024?

The Media Roundtable is back! This week, we’re recapping our whirlwind adventures at the 3rd International The Podcast Show in London. If you missed out, we’re here to ease your FOMO (and hopefully inspire you to make the trip across the pond next year).

Steven Abraham (President, Oxford Road ) hosts fellow Oxford Road jet-setting leaders Miranda Romano , (SVP of Media, Oxford Road) and Giles Martin (EVP of Strategy and Measurement, Oxford Road). Plus, our old friends Amelia Coomber (Head of Marketing and Growth, Podscribe ) and keynote speaker James Cridland (Editor of Podnews and Podcast Business Journal ) share their added highlights.

The team is talking: US & International markets, the future of international audio, lessons for stateside events, navigating nuances, and more. Let’s jump in.

“It just takes a little bit of bravery, but also just understanding the nature of the medium and how powerful it can be.”

• Amelia Coomber (Head of Marketing and Growth, Podscribe)

Different Markets? Marked Differences ?? - True: Podcasts are truly international, with the opportunity to reach +500M worldwide (and growing). Also True: buying in different countries comes with unique nuances, challenges, and opportunities. Case in point, non-English speaking countries (i.e. Germany & France) can have max ad loads of 3 spots per episode total, earning their higher CPMs. TL;DR, for international-curious CAOs, it helps to have experienced guides. (Email us ??)

The Next 18 Months ?? - It took the US more than a decade to develop a mature podcast market. The European industry is a bit behind, but catching up very quickly, incorporating a lot of hard-won learnings from the US. The next 18 months will be exciting and critical. In Miranda’s words: “These markets are still sort of building the groundwork, and I think there's a real opportunity to be a part of shaping the future.”?

Compact & Connected ?? - Podcast is a niche. International podcast is a niche. By keeping the venue compact (and in the same place as years past), the International Podcast Show fosters a close-knit environment where cross-collaboration between all industry enthusiasts can easily take place. Different cultures and miles (and kilometers) diversify attendees, but this event also unifies them with our shared love of audio. Music to our ears (chuffed to bits). CAOs, for future stateside events, we recommend prioritizing ones that are just the right size for your needs.

For the next best thing to being in London, tune into the full episode of the MRT by engaging the link below. If this episode is giving you MMF (Major Marketing FOMO), The Podcast Show is offering a recap of the week’s events on their site (at a discount).

The Classifieds

Non-Repeaters Try and Learn Their History

Though the US podcast market is the largest in the world, many advertisers are looking elsewhere for their next top performers. This week’s classifieds are happy to provide some suggestions, and we start with the land of Union Jacks, lorries, and lifts: the UK. Adelicious is a prevalent publisher with brand-safe options in genres such as; Kids & Family, History, News, and Education. Their premier podcast, Short History Of…, is a weekly offering that takes a single historical topic, giving it an hour dissection of topline details for an easier, pleasing listening experience. The subject matter is influenced by global landmarks and events, and covers a wide range of viewpoints, creating well-rounded narrative reporting. This show is best suited for advertisers who found previous success with Announcer and Producer reads or with Public Radio produced shows.

?Y Acción!

Our next selection comes from a network that fully produces and sells in the Mexican podcast marketplace. From Genuina Media comes La Cinemafia, a simulcast Gen Z targeted show that covers the entire spectrum of cinema. Hosted by Pamela Cortés and Anuar Alum Canavati, the show involves passionate, in-depth conversations about the current state of the film industry, its historical significance, and hidden gems most of us are not privy to. The hosts are often joined by special guests who share their cinematic obsessions, including recent contributors Carlos Camacho, Puly Films, and actor Arturo Barba. Thus far, the show has been primarily running programmatic English ads across its back catalog, but in recent months, they started selling host-endorsed reads for their audio portions. This is a great opportunity for those seeking fresh, personable content that specifically speaks to the cultural landscape of its country of origin.

In Case You Missed It

Magellan AI Dives Into Podcast Trends

Magellan AI 's presentation from The Podcast Show is now available for download, offering insights on podcast advertising trends in the US, Canada, UK, Ireland, Germany, and Australia. It covers brand activity, top advertisers, industry trends, genre-specific approaches, ad placement and frequency, and average ad loads. On the heels of Podscribe 's Q1 '24 PPB Report, Magellan AI has released their latest trends report. CAO's, these are your go-to reports if you want to know the trends in podcasting, from ad load to brand vs. performance activity and much more.

Read More

The Trade Desk Turns Up the Volume on Audio

The Trade Desk claims that digital audio is "set for takeoff" because it is an hour more than social media. This is according to their biannual assessment: The Sellers and Publishers Report. Consumers now spend 61% of their online time on the open internet, which is almost the reverse of 2014 when the open internet accounted for 38% of time spent. Digital audio and streaming TV drive this shift, with advertisers following suit, valuing targeted ads higher. CAOs, you might be thinking, "Another trend report?" Yes, it's true. However, The Trade Desk 's report highlights significant changes in digital media consumption, particularly the rise in time spent with premium audio and video content.

SXM Challenges Radio's Relevance

Traditional radio advertising's broad reach and peak-time targeting have diminished with the rise of digital audio platforms. Podcasts, satellite radio, and streaming services now dominate, offering on-demand content, measurable engagement, and precise targeting. SiriusXM Media argues that businesses should explore digital alternatives like podcasts, streaming music services, satellite radio, and programmatic audio for more effective advertising. Our view: Yes, radio advertising in 2024 is still worthwhile. Despite the shift towards digital audio, terrestrial radio remains a dominant audio channel, offering efficient, broad reach and local targeting.

#SaveTheLiveReads

Putting the Cha-Ching in Crime Salad!

This week in audio land, we offer up an engaging live read from Ashley and Ricky Plum , hosts of the true crime podcast, Crime Salad. When this duo first began their journey following gruesome and mystifying crime stories, using an e-commerce platform was not on their radar. But as Ashley creatively sets up for listeners, once things got rolling, their NEED to find a viable marketing venture for growth and innovation became high priority! Enter Shopify ! With clever substantiation, Ashley demonstrates the ease of setting up their Crime Salad Merch shop, thanks to Shopify . Cha-Ching! Her in-depth description of their “user-friendly, customizable, and seamless experience” establishes effective brand collaboration, making Crime Salad an excellent partner in crime for Shopify and for others seeking this type of integration.

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