IAB Australia Unveils Game-Changing Search Ad Auction Tool for $6.9B Market
Joe Rogan Maintains Podcast Crown as Political Shows Surge in Q4 2024
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👋 Hi, Podsky!
It is Thursday, February 6, here in Australia, and today's edition is filled with news and insights.First, a news report from Mumbrella suggests that CRA has retracted a bold claim regarding Australian podcast listenership, which was published in its annual Australian Podcast Report earlier this week.
The report initially stated that 63% of Australian podcasts average over 100,000 listens per month, with the accompanying press release largely centred around this claim. For report , head over to Mumbrella's story.
I'd also like to thank the Podwires marketplace community for continuing to support the marketplace, giving podcast producers a platform to showcase their skills.
Today’s issue takes 5 minutes to read.
Let’s dive in - Miguel
In today’s podwires:
🔥 IAB Australia Unveils Game-Changing Search Ad Auction Tool for $6.9B Market
🚨 Podcast Insight: Edison Research Reveals Shifting Podcast Landscape: Politics and Conservative Talk Show Major Gains
🏆 Podcast News : Spotify Q4: Monthly Users Hit 675M, Revenue Surges 16% Year-over-Year.
🔥 IAB Australia Unveils Game-Changing Search Ad Auction Tool for $6.9B Market
IAB Australia has launched an interactive tool aimed at improving the performance of paid search campaigns and maximizing return on investment, especially in light of the $6.9 billion annual investment by Australian advertisers in paid search.
IAB Australia CEO Gai Le Roy announced a new initiative created by the Future of Search Working Group, with industry leaders from Google, Microsoft, GroupM, and Woolworths collaborating on the project. This announcement aligns with a leadership change, as Jonathan Henshaw from Ryvalmedia assumes the role of chair.
The Key Points:
The interactive tool assists in identifying methods to enhance the efficiency of paid search campaigns.
Comprehensive guide includes information on auction models, quality scores, and ad extensions.
$6.9 billion annual spend in Australian paid search market
Tool developed by IAB's Future of Search Working Group
New chair Jonathan Henshaw to lead future developments
Why It Matters:
This tool meets a crucial need in digital marketing, where minor enhancements in search advertising performance can lead to substantial financial benefits for marketers. By providing a clear understanding of search auction mechanics, businesses can make more informed decisions about their digital advertising investments.
The Big Picture:
The influence of this tool spreads throughout the digital marketing ecosystem, affecting various aspects of the industry. Marketers can use this tool practically to enhance their search advertising investments and boost ROI.
The guide's thorough coverage of search auctions, along with the interactive tool, equips agencies and brands with valuable resources to navigate the complex digital advertising environment. This initiative demonstrates IAB Australia's commitment to promoting sustainable growth in digital advertising, enabling marketers to adapt to evolving market dynamics and technological advancements effectively.
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🎙️Edison Research Reveals Shifting Podcast Landscape: Politics and Conservative Talk Show Major Gains
Edison Research's podcast rankings show a significant uptick in the listenership of political content in the last quarter of 2024. Long-term favorites hold the top spots, but conservative voices have surged with political programming, reflecting the growing influence of political discourse in digital audio media.
This overall ranking is based on Edison Research's Podcast MetricsTM, the only service that measures the relative size of all U.S. podcast and network audiences that are not participating in other industry measurements. The data on weekly podcast listeners aged 13 and above, for the fourth quarter of 2024, provides a special look at the way Americans are listening to podcasts.
Key Takeaways:
Joe Rogan Experience, Crime Junkie, The Daily, and Call Her Daddy hold onto top spots
Pod Save America jumps into top 10, up 9 spots as political news cycle heats up
New political shows Shawn Ryan Show (#37) and The Charlie Kirk Show (#49) break into Top 50
Conservative talk programs rise across the charts
Talk Tuah with Hailey Welch debuts big at #11 before controversy cuts show short
Why It Matters:
The rankings this quarter really show how podcast listening habits are informed by the political climate. The rise of so much political content, particularly conservative voices, underlines that podcasting remains in flux as a key platform for political expression and audience contact. The rapid rise and fall of Talk Tuah with Hailey Welch also serves to remind of the mercurial nature of podcast success and how controversies around creators can impact audiences.
The Big Picture:
From these rankings, a set of key trends emerges for producers of podcasts and industry stakeholders alike. Sustained success of evergreen shows forms a bedrock on which the industry has secured a foothold; rapid rise of political content offers new avenues of growth and audience interaction.
It thus follows from this that podcasting is turning into an increasingly influential channel of communication for political ends and community building, particularly for politically active audiences. This could have quite an impact on content strategy, advertising opportunities, and audience development approaches based on earlier-mentioned trends.
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🎙️ PODCAST NEWS
mowPod Charts Launches!
Today's post is (once again) powered by Podwires Marketplace. The Podwires Marketplace is an easy platform to find top podcast service providers and podcast producers. We've handpicked them and we're ready to bring your big or small project ideas to life. Together we can easily achieve your business goals!
iHeartMedia and Exactly Right Media Partner to Bring “My Favorite Murder” and the Full ERM Lineup of Shows to iHeartPodcasts
Today's post is (once again) powered by Podwires Marketplace. The Podwires Marketplace is an easy platform to find top podcast service providers and podcast producers. We've handpicked them and we're ready to bring your big or small project ideas to life. Together we can easily achieve your business goals!
Lights, Camera, Podcast! Oscar-Winning Duo Quentin Tarantino & Roger Avary Partner Exclusively with Libsyn for “The Video Archives Podcast”
Today's post is (once again) powered by Podwires Marketplace. The Podwires Marketplace is an easy platform to find top podcast service providers and podcast producers. We've handpicked them and we're ready to bring your big or small project ideas to life. Together we can easily achieve your business goals!
📢 The Business of Podcasting
⏭️ Spotify Q4: Monthly Users Hit 675M, Revenue Surges 16% Year-over-Year. Spotify achieves its first full year of profitability in 2024, reporting Q4 revenue of €4.2 billion, with 675 million monthly active users and 263 million subscribers, marking significant growth across key metrics.
⏭️ Record Product Launches Expected as Marketing Confidence Hits New High in 2025. A new Advertiser Perceptions study reveals growing economic optimism among national marketers, with 47% expecting GDP growth, leading to increased ad spending across all audio formats and record-high new product launches planned for 2025.
⏭️ Sonic Slop: How AI-Generated Audio Content Is Threatening Podcast Authenticity. Expert in the field Steven Goldstein issues a warning about "sonic slop"—the emergence of AI-generated voiceovers and podcasts that lack emotional nuance and human authenticity—which jeopardises listener engagement and brand trust in audio content.
⏭️ Podscribe Boosts Podcast Attribution with TransUnion Partnership: 85% US Household Coverage. Podscribe partners with TransUnion to combine device graph data from two major credit bureaus (TransUnion and Experian), enabling 85%+ US household coverage and triple the digital identifiers for more accurate podcast audience measurement and attribution.
🎧 From the Community
⏭️ Audio Production Management Course: 3-Week Training for Senior Producers .Veteran producer Mia Lobel, former VP of Pushkin Industries, offers a three-session management training course for mid to senior-level audio producers and editors, focusing on team dynamics and leadership skills, running March 3-17, 2025.
⏭️ Quebec Podcast Crisis: Top Shows Lose Audience Share in 2024. Despite French speakers making up 22% of Canada's population and having previously shown robust growth from 2020–2023, new data from The Canadian Podcast Listener 2024 reveals a 4-point decline in French Canadian podcast listening, which is attributed to a lack of fresh content variety.
⏭️ Spotify Wins Major Legal Battle Over Audiobook Bundle Royalty Rates. A federal judge dismissed the Mechanical Licensing Collective's lawsuit against Spotify, ruling the company can legally reduce songwriter royalties by up to 50% through audiobook bundling, potentially saving Spotify $150 million in mechanical royalties.
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