Brands such as Amazon, Canva, CommBank, Hyundai and Nine Entertainment Co have ranked in the top 15 podcast advertisers in Australia in Q3 2021 according to new research.
Australian Radio Network’s (ARN) iHeartPodcast Network has partnered with Magellan AI to compile the first Australian top advertiser list.
Using Artificial Intelligence (AI), the report is based on analysis of over 13,747 episodes from 400+ podcasts in Australia in the three month period to determine which brands are spending, encouraging marketers to leap into the rapidly growing medium.
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. Additionally, Magellan AI’s international sampling 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 c-founder, 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.”
The top 15 advertisers for the quarter on podcast are: