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Magellan AI, alongside ARN, one of Australia’s leading broadcasts and ondemand audio companies, has released their half-yearly list showcasing the top international direct response brands investing in Australia’s podcast industry.
The second iteration of Top 5 International Advertisers list for H2 2024 again features a diverse mix of brands across technology, finance, lifestyle, and healthcare, with BetterHelp leading the pack once again as the highest investor in Australian podcast advertising. The report is generated through utilising Magellan AI’s cutting-edge artificial intelligence to analyse thousands of episodes from over 600 of Australia’s most popular podcasts to identify what international brands are investing in and contributing to the growth of the Australian podcast landscape.
Corey Layton, ARN’s Head of Digital Audio, said: "The podcast landscape in Australia has rapidly grown thanks to the support and investment of both local and global brands. The sustained investment showcases that brands such as BetterHelp and Airbnb are finding value by talking directly to Australian audiences through Australia’s fastest growing mass medium.”
To determine the below data, Magellan AI’s advanced technology “listens” to over 600 of the most popular podcasts in Australia, analysing the audio to detect ad placements, content, and narrator. Their proprietary spend model evaluates various factors such as ad load, placement, buying strategy, and dynamic insertion to accurately estimate advertiser spend.
This approach also allows for crossregional comparisons, ensuring the ads and investments are specifically attributed to the Australian market.
The Top 5 advertisers for H2 2024 were:
1. BetterHelp
2. AirBnb
3. Wise
4. Shopify
5. Vanta
About ARN
As experts in entertainment, audience engagement, and strategic partnerships, ARN’s portfolio of brands including KIIS, GOLD, CADA, and iHeart make us a portal to endless entertainment. With 58 radio stations in 33 markets, along with 46 DAB+ stations nationwide and digital platform iHeart, we go beyond the airwaves, capturing the hearts and minds of listeners in both metro and regional communities across Australia. ARN is committed to delivering the best content for audiences and building multi-faceted audio solutions for clients that deliver results. To learn more, visit arn.com.au and keep across our LinkedIn and Instagram channels.
About iHeart
iHeart, the world's fastest-growing digital audio service, was launched by ARN to the Australian market in 2013. ARN's iHeart is a free, all-in-one radio, music streaming, podcast and live events platform available to Australians in every state. In 2020, ARN launched iHeartPodcast Network Australia, providing advertisers with access to significant scale across local, global and catchup podcasts.
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