OMD partners with podcasters to research audience & opportunities

• 3.8 million Australian adults have listened to a podcast in the last three months

OMD has partnered with ARN, Macquarie Media, Mamamia, Nova Entertainment, Southern Cross Austereo and Whooshkaa to commission a research study to understand the state of podcasting in Australia.

OMD conducted online interviews with more than 4,000 Australians.

From podcast usage and habits to the most effective types of podcast advertising, the study delivers an understanding of the podcast audience and the realm of opportunities in this unique medium.

Podcasts have been around since 2004 but there has been a recent revival and surge in popularity. OMD noted the US Serial podcast and Australia’s The Teacher’s Pet are two of the most familiar, driving interest in the medium and the potential opportunities for marketers.

OMD’s research uncovered that 3.8 million Australian adults have listened to a podcast in the last three months. That’s just over one in five people engaging with the medium, providing the scale that brands are looking for.

Aimee Buchanan, CEO, OMD Australia, said, “Podcasting is a rapidly growing channel that offers marketers new ways to connect. This research piece aims to give our clients the necessary information to understand podcasts from the consumer’s point of view, the role podcasts can play and the opportunity for brands.”

Listeners spend an average of four hours consuming podcasts, and with the podcast being their main focus during this time, marketers can engage in long-form communication with their target group.

Mette Breith, director of insights, OMD, added, “In an attention-deficit landscape, podcasting is a huge opportunity for marketers who want to engage with their consumers. We have seen how consumers are highly engaged with podcasts and have uncovered their positive reaction to meaningful advertising.”

OMD, in collaboration with ARN, Macquarie Media, Mamamia, Nova Entertainment, Southern Cross Austereo and Whooshkaa, is exclusively presenting OMD’s Sound Scape: The State of Podcasting in Australia, 2018 research to clients in Sydney and Melbourne in November, followed by Brisbane in the new year.

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