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British Podcast Awards Recognizes Industry Excellence Across 31 Categories at O2 Venue
The British Podcast Awards ceremony moved to Indigo at The O2 in Greenwich, London for the first time, with comedian Maisie Adam hosting the star-studded event. Kill List secured dual honors as Podcast of the Year and Best True Crime Podcast, with judges praising its forensic reporting and narrative structure. Nick Grimshaw and Angela Hartnett claimed Best Hosts for Dish, while Miss Me? with Miquita Oliver and Lily Allen won the inaugural Video Innovation Award. The Traitors: Uncloaked hosted by Ed Gamble achieved double victory with Best Entertainment Podcast and the Spotlight Award. Additional winners included Pod Save the UK with the Podcast Champion Award and Betwixt the Sheets: The History of Sex, Scandal & Society claiming the public-voted Listeners’ Choice Award. Presenters included Emma Barnett as Chair of Judges alongside Nick Grimshaw, Sara Cox, Jordan North, and other industry figures.
IAB Podcast Upfront Emphasizes Cross-Platform Integration, Measurement Tools for Advertiser Growth
Industry leaders at IAB Podcast Upfront 2025 stressed podcasting requires enhanced measurement integration and broader investment strategies beyond celebrity-driven programming. VaynerMedia VP of Analytics Prashant Nayar emphasized podcast data must integrate into cross-platform planning tools enabling direct comparison with television and digital video, noting media planners face significant time constraints. Horizon Media’s Maria Tullin distinguished between host reads generating higher response rates and run-of-network announcer reads offering superior cost-per-order efficiency, stating cost alone does not determine value. NPR’s Scott Davis cited recent Arm campaign demonstrating radio component outperformed other elements, suggesting buyers should conceptualize audio holistically rather than in platform silos. Horizon Media’s Intersect model now integrates pixel data across podcasting, streaming audio, radio, and connected television, with speakers emphasizing mid-tier and niche programming delivers strongest audience intimacy.
Podscribe Data Reveals Audio Downloads Maintain Conversion Advantage Despite YouTube Consumption Growth
Podscribe released benchmark data showing three out of four episodic advertising purchases now include both podcast downloads and YouTube views, with approximately 60 percent of impressions occurring on YouTube versus 40 percent on audio feeds according to Q3 benchmark report. Efficiency metrics favor audio, with upcoming Oxford Road case study indicating 100 podcast downloads generate 100 conversions while equivalent YouTube views produce 66 conversions. CEO Pete Birsinger reported podcasts now average approximately 10 percent ad time, substantially lower than other media formats, with host-read advertisements maintaining stronger purchase rates under increased commercial density compared to producer-read spots. Industry demonstrates transition from single-show host reads toward audience-based purchasing, with network-wide and programmatic campaigns expanding at fastest rate. Podscribe reach curve estimates combining podcasts and streaming audio with 80 percent distinct audiences enables reach to 85 percent or more of U.S. adults, while pixel-based attribution now captures six times more conversions than surveys and nearly five times more than promotional codes.
Spotify Opens Inventory to Amazon DSP, Announces Exchange Growth and Yahoo Integration
Spotify integrated audio and video inventory into Amazon DSP programmatic platform, combining Amazon’s shopping, streaming, and browsing signals with Spotify’s 696 million monthly users for full-funnel measurement and attribution. Integration launched this week for advertisers in United States, Canada, Mexico, United Kingdom, Germany, France, Italy, Spain, and Brazil, with additional markets forthcoming. Spotify Ad Exchange launched in April has increased advertiser numbers by 142 percent, with new direct Yahoo DSP integration demonstrating conversion rates improving nearly 70 percent and cost per action dropping almost 90 percent based on July to September data. Megaphone-hosted podcast publishers will enable private marketplace deals via exchange in 2026, currently limited to music listeners. Additional updates include Smartly integration for AI-powered creative automation and forthcoming split testing tool for controlled creative experiments, with new outcome-based advertising formats including clickable audio and video advertisements supported by first-party data targeting.
PodX Group Launches First Multilingual Co-Production Murder in Åland Across English, Finnish Markets
PodX Group launched Murder in Åland as first multilingual co-production created in partnership with Goldhawk Productions in United Kingdom and Suomen Podcastmedia in Finland, releasing English and Finnish versions of thriller narrative examining crime, espionage, and political tension. Series set in Åland archipelago, demilitarized Finnish territory where Swedish is official language and Russia is across Baltic, follows criminal investigator Pekka Jaakkola sent from Helsinki discovering case threatens geopolitical stability across West. Jaakkola’s aggressive methods force partnership with Astrid Lindholm, blind retired Swedish police officer specializing in audio forensics, as pair study recordings of storms, wind, and submarines uncovering evidence of espionage and conspiracy. English-language version launched on BBC Sounds with Goldhawk’s trademark immersive sound design, while Finnish version premieres beginning of 2026. Production represents significant development in international podcast co-production demonstrating medium’s capacity for complex multilingual storytelling across markets.
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