“Podcasts are so popular! I’ll definitely use them to build my brand’s online presence!” There’s hardly a chance you’d hear something like that from an entrepreneur or marketer just 5 years ago. Podcasting as a way to connect with Internet audiences and advertise brands only started to catch hold in early 2015, so until that time, no business wanted to get involved in this. Now, the budding podcast industry consists of more than 500,000 active podcast series, with well over 18 million episodes available. A podcast can be wildly popular if it strikes a chord with people. Each episode of […] Read more »

Audio on marketers’ lips at Advertising Week New York This advice comes from Mastercard’s Chief Marketing & Communications Officer Raja Rajamannar. Ever since launching its new audio brand earlier this year, the company has been a major force in shifting the marketing world’s attention toward sound. Rajamannar was interviewed during last month’s Advertising Week about their branding philosophy and next moves on the realm of multisensory marketing. What does it mean? Mastercard’s embarkment into the audio branding journey foreshadows an arms race of sonic assets and identities in other industries too. To remain competitive and relevant, brands need to create […] Read more »

This article was originally published in Adweek. Podcasts have taken the pole position for the new wave of digital advertising. Their consumption has been on a steady upward trend, which is expected to continue as more audio-first platforms, devices and gadgets appear in our homes and shape the ways we consume sound. What’s more, a Nielsen study commissioned by Midroll reported that podcast advertising delivers 4.4 times better brand recall than other digital mediums even against visually striking display adverts and videos. All odds are suggesting that the year 2019 will be a record-breaking year for podcasts, both in consumption and return on investment. Whether […] Read more »

Did you know, that 90% of live music fans are saying brands could step in with their musical offering to enhance concert experiences? This is absolutely brilliant news for brands! It is a clear invitation for them to join the party and bring their audio content along. Even better, they now have a time and a place where people will feel the least interrupted and the most indulgent for receiving audible branded information. How many local live music events and festivals are arranged near you? That’s where the majority of the listeners say your brand should be at. More to the […] Read more »

Welcome to the game of podcasting. This constantly growing medium provides the playing field for modern thought leadership. The ability of podcasts to authoritatively deliver information lies mostly in the quality of the production. If it sounds great, people are more likely to believe it. The priority, then, is avoiding the small but significant audio pitfalls that all recording journeys contain. There is a shortcut to your destination of quality podcasting that bypasses a stop at a professional recording studio. By paying attention to the surroundings, equipment and the final editing you can ensure a smooth transmission of information, even if […] Read more »

It’s no secret that podcasts are becoming a worthy adversary in the competition of today’s hottest marketing platforms. Podcasts represent a modern way of advertising as they allow brands to connect with their audience through a more relatable format. In fact, the average podcast consumer is an educated individual who expects compelling stories and conversations from behind the curtain. The challenge of podcasting, from a branding point of view, is communicating these stories through a single sensory stimulus, audio. So how can brands make the most out of it? The timeframe for delivering a brand message in podcasts is rather […] Read more »