Top 5 international brands investing in Australian podcasts

ARN, one of Australia’s leading broadcast and on-demand audio companies, has partnered with Magellan AI to introduce a biannual list highlighting the top international direct response brands investing in Australia’s podcast industry.

Harnessing cutting-edge artificial intelligence, the report analyses thousands of episodes from over 400 of Australia’s most popular podcasts. It identifies the global direct response brands contributing to the growth of the Australian podcast landscape, showcasing those making the most significant investments.

The inaugural Top 5 International Advertisers list for H1 2024 features a diverse mix of brands across technology, finance, retail, and healthcare, with BetterHelp leading the pack as the highest investor in Australian podcast advertising.

Corey Layton, ARN’s Head of Digital Audio, said: “The support of these brands is playing a pivotal role in shaping the future of podcasting in Australia. Their commitment to the medium demonstrates the growing value of podcasting as a platform for meaningful brand connections. By recognising these leaders, we aim to encourage even greater global investment and drive innovation within the Australian podcast industry. We’re thrilled to showcase their contributions at such an exciting time for audio.”

Magellan AI’s advanced technology “listens” to over 400 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, and dynamic insertion to accurately estimate advertiser spend. This approach also allows for cross-regional comparisons, ensuring the ads and investments are specifically attributed to the Australian market.