Manila, Philippines – Digital and mobile solution provider AdSpark and Philippine-based media and technology company Podcast Network Asia (PNA) have entered into a new partnership in a bid to improve and grow the existing podcast industry in the country, as more and more creators venture into the podcast scene, taking advantage of the growing surge of podcast listenership.
This newly minted partnership gives brands an exclusive access to branded podcast production services, and even advertising, to leverage on chart-topping Podcasts and locally-produced shows under PNA. Advertisers can also optimize this medium through its data analytics and ad marketplace platform Podmetrics, and develop based on data and insights. This is also a way for podcast creators to thrive and find value through in-depth listenership insights.
Such partnership echoes the large listenership in the country, as the Philippines is ranked 6th in terms of fastest-growing country by podcast listening. This is at around 31M listeners in the Philippines alone, with the majority coming from a 23-34 age range. A key factor is, due to the pandemic, screen fatigue increased and consumers turned to on-demand audio for entertainment. Globally there is a 42% increase in podcast listening, and the Philippines is at a 100% increase.
For Ron Baetiong, CEO at the Podcast Network Asia, they aim to bring podcasting to the mainstream, evident to their status as a podcast network home to more than 130 shows with around 15M listens and 4,000 episodes.
“Our grand vision of turning the Filipino podcasting community into a thriving industry becomes one step closer to reality with this partnership between PNA and AdSpark. We believe that podcasts are a powerful medium that don’t just allow listener understanding and retention, but also great Ad ROI conversions. With AdSpark, we want to enable brands to leverage podcasts since the future of podcasting is very bright,” Baetiong stated.
As an advertising medium, ‘podvertising’ or the nature of advertising in podcast channels, allows brands to tap into various demographics, age ranges, and other factors through the different shows. The interest in and usage of podcasts as an advertising touchpoint is exponentially moving upward and more brands are being enabled to communicate and even create audiences.
“Part of the adtech play is to deliver the demand for audio content, along with the omnichannel experience we create for our clients. We want to be able to connect brands to their listeners through relevant audio content, and we are committed to rebuilding effective audio advertising on digital through Podcast Network Asia,” said Gretchen Largoza, CEO at AdSpark.
