ARN's iHeartPodcast Network Australia partners with Magellan AI to deliver Top 15 Podcast Advertisers
Australia’s leading podcast publisher ARN’s iHeartPodcast Network has partnered with Magellan AI to distribute a quarterly list of the top 15 brands advertising across the entire Australian podcast landscape. Using the latest in artificial intelligence technology, the report is based on analysing over 13,747 episodes from 400+ of the most popular podcasts in Australia in Q3 to determine which brands are spending, encouraging marketers to leap into the rapidly growing medium.
The first Australian top advertiser list features brands from a broad range of categories across banking, automobile, FMCG, entertainment and online retail outlets, demonstrating that podcasts are a growth sector for advertisers.
Magellan AI’s sampling method “listens” to 400+ of the most popular podcasts in Australia and ingests the audio to identify ads within the content. 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 Cofounder, 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.”
Top 15 podcast advertisers in Australia in Q3 2021
- Expedia Group
- Sleeping Duck
- Nine Entertainment
- Ampol Australia
- Open Universities Australia
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