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Platforms Featured Global

Twitter announces integration of podcasts into platform

United States – Social media platform has announced the integration of podcasts into their platform via their existing Twitter Spaces feature. Twitter describes the move as ‘help[ing] people connect with unique and compelling voices around the world.’

This redesign introduces personalised hubs that group audio content together by specific themes like news, music, sports, among others. Twitter listeners will be able to easily access a more personalised selection of live and recorded Spaces discussing the topics that are most relevant to them.

“From [Twitter] Spaces and podcasts to newsletters and notes, we’re working every day to improve the way people connect with creators and make Twitter the home of the most engaging conversations in the world,” the company stated.

Twitter listeners can also give a podcast a ‘thumbs up’ or ‘thumbs down’ to let the platform know if the content is more or less interesting to the listeners.

The new podcast integration will be visible to a group of global English-speaking audience on iOS and Android as of this writing.

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Marketing Featured Southeast Asia

DOT’s first podcast takes listeners on an adventure through The Pearl Of The Orient Sea

Philippines — The Department of Tourism (DOT) presents its first podcast entitled ‘Escape: Stories from the Road,’ showcasing the best destinations in the Philippines through stories from different personalities. The podcast will be available on Spotify, Apple Podcasts, Google Podcasts, and other platforms.

This five-episode ‘podumentary’, a combination of podcast and documentary, infuses an element of storytelling, veering away from the usual question-and-answer formats of podcasts. Through these stories, the DOT hopes to reach out to the various audiences and inspire them to participate in meaningful tourism through unique experiences and local interactions.

Each episode follows a theme, such as adventure, identity, fiestas, music and food. Among the notable individuals interviewed for this podcast are National Artist Kidlat Tahimik; Dr Felicidad Prudente, who is one of the leading Filipino ethnomusicologists in the country today; and former tourism secretary Bernadette Romulo-Puyat.

The first episode on adventure features some of the best outdoor experiences in Nueva Vizcaya, Kalinga, and Camotes Island; while the identity episode brings the audience from Baguio to Davao to share stories of people who, in finding the path to gain their identity, found the path to greatness.

The episode on music explores the sounds of the islands, from the city to the remote forests of the Philippines, emphasizing that music not only serves to entertain but to preserve history in our soundscape. The fiesta episode discusses how Filipino festivals have evolved from honouring patron saints to highlighting the best of the towns and provinces.

For the food episode that was recorded in May, ex-tourism secretary Puyat shared her advocacy in supporting local farmers and how this led to further development of food and farm tourism in the country.

DOT’s ‘Escape: Stories from the Road’ podcast is hosted by travel filmmaker and photographer Aaron Palabyab along with guest co-hosts, national athlete Maureen Schrijvers; designer, musician, and filmmaker Kate Torralba; and the sports broadcaster and podcaster Cesca Litton. 

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Platforms Featured Global

Facebook shuts down podcast platform

Singapore – Social media giant Facebook has announced that it is shutting down its podcast platform, less than a year since it was launched in June 2021. While the date has not been specified for the discontinuation of the service, the social media platform stated that it is slowly removing parts of the podcast business in the following weeks.

“After a year of learning and iterating on audio-first experiences, we’ve decided to simplify our suite of audio tools on Facebook. We’re integrating Live Audio Rooms into Facebook Live and we will discontinue our other audio products. We’re constantly evaluating the features we offer so we can focus on the most meaningful experiences,” a Meta spokesperson said in a statement.

Some of those components that will be discontinued include Soundbites, Podcasts and the Audio destination on Facebook.

The company clarified that while the podcast platform will no longer be in service, they will be integrating Live Audio Rooms features into their Facebook Live product so that they can offer a comprehensive live broadcasting solution.

“In practice, this integration will make for a more streamlined experience so that, when using Facebook Live, you’ll have the option to go live with audio and video, video-only, or audio-only,” the company added.

Facebook’s podcast platform was launched in dedication to the platform’s growing number of online creators tapping into their platform for online reach. The company aims at growing a creator’s planned show through a social experience that drives discovery and fandom.

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Platforms Featured ANZ

Triton Digital releases latest podcast ranker for NZ

Auckland, New Zealand – Triton Digital, a global technology and services company for the digital audio and podcast industry, has recently released its New Zealand Podcast Ranker through a dedicated website. In it, Triton Digital provides insight into the top 100 podcasts as well as the top networks in New Zealand from 1 February through 28 February 2022, as measured by Triton’s Podcast Metrics measurement service.

For this reporting period, the top three podcasts include ‘Heather du Plessis-Allan Drive’, ‘The Mike Hosking Breakfast’, and ‘Fletch, Vaughan & Hayley’. In addition, the ranker noted that new podcasts debuting on the ranker this month include ‘She’s On The Money’ ‘Jase & Lauren’, and ‘Last Podcast On The Left’.

Triton Digital also noted that there has been a 30% increase in total downloads of all shows by all participating publishers in the month of February with 7.5m downloads.

Participating networks in the New Zealand Ranker include Audioboom, Australian Radio Network, Headgum, Kast Media, LiSTNR (SCA), MediaWorks Radio Limited, NZME/iHeartRadio, Stitcher Media and Sports Entertainment Network (SEN).

The ranker is made possible by Triton Digital’s Podcast Metrics measurement service, certified by the IAB Tech Lab as complying with Version 2.1 of the IAB Podcast Measurement Technical Guidelines. This provides accurate and insightful data around how, when, and where podcast content is being consumed across multiple hosting platforms, with the ability to view metrics by date range, location, device, podcast name, episode, title, and more.

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Platforms Featured ANZ

Finder’s new podcast series to tackle tech, business with Senator Andrew Bragg

Sydney, Australia – Global fintech Finder has launched a new Australian-first podcast series called ‘House of Tech’ which will discuss topics regarding technology, business, and regulations. Said podcast will be hosted by Fred Schebesta, founder at Finder and Senator Andrew Bragg, an Australian senator under the Liberal Party.

The hosts will be joined by business leaders from various industries, from Afterpay Co-Founder Anthony Eisen to artificial intelligence expert Dr. Catriona Wallace.

For Schebesta, they want people to learn about what’s new, what’s upcoming in the areas where things are changing, adding that they hope this podcast helps people with all the changes they’re going through regarding technology.

“I love the intersection of regulation, business and technology. It’s all happening in this space, particularly for cryptocurrency. I’m fascinated by it and I want to share the stories from these great guests about what else is changing, what else is moving well and where those three things tend to intersect,” he said.

Meanwhile, Sen. Bragg commented, “There has never been a more exciting time to be in the tech industry in Australia. Fred and I have a joint passion for how business and tech continues to evolve, so it made sense for us to share this with the world.”

To mark the launch of the podcast series, a non-fungible token (NFT) artwork has been created in line with the ‘House of Tech’ theme. The NFT will also include an exclusive lunch with Fred and the Senator, and will be auctioned off with funds raised going towards the First Nations Foundation, an organisation that works together with indigenous communities and the finance industry to provide financial education, training and information.

The podcast will be available on Apple Podcasts and Spotify.
Finder recently launched a podcast series called ‘Block Climbing’ that centres around cryptocurrency-related topics, including the use of blockchain technology and the Web3 era.

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Marketing Featured Southeast Asia

Indonesia’s MCI, Siberkreasi partner with Spotify to roll out new sports podcast class

Jakarta, Indonesia – Podcasts continue to grow in popularity amongst digital platforms today. With this in mind, Indonesia’s Ministry of Communication and Informatics (MCI) and the National Movement of Digital Literacy, Siberkreasi, has partnered with Spotify, to persist their highly-received podcast series by presenting a sports-themed podcast class. 

This free podcast-specific upskilling program, which will be held online from 19 March to 3 April 2022 and will feature some prominent names in the space, is the second series of Kelas Podcast Siberkreasi 2022. It will explore the fundamentals of making quality audio podcasts, with specific applications to creating sports-themed podcasts. The classes will not only target the general public but also communities and clubs – including sports clubs that are interested in releasing their own sports-themed podcasts.

The first session of the series is titled ‘Pengantar Podcast untuk Olahraga’, which will be held on 19 March 2022, featuring Tio Utomo, the founder of Box2Box Podcast Network as the keynote speaker, while the second session will be held on 20 March 2022, which will further explore the topic ‘Tips dan Trik Menjadi Podcaster Olahraga’, led by Randy Arbiyantama and Febri Aryadi, hosts of the Retropus podcast.

Furthermore, participants will also be invited to the third session titled ‘Memahami Etika Podcaster di Dunia Olahraga’, which will be held on 26 March 2022, as well as the fourth session on 27 March 2022, called ‘Modal Komentator Olahraga: Boleh Provokatif Asal Tetap Suportif’. And lastly, the fifth and sixth sessions which are titled ‘Promosi Podcast di Media Sosial’ and ‘Sudah Siap Menjadi Podcaster Olahraga’, will be held from 2 to 3 April 2022.

Semuel Abrijani Pangerapan, The Ministry’s director general of information and communication technology applications, noted that to help nurture the growth of podcasts, they have identified digital literacy as a key component to ensuring that content creators will have the fundamentals to produce positive digital content in this space.

“We believe that our initiatives will help set a solid foundation for the digital content creation industry in the future,” said Pangerapan.

The registration can be done online through https://s.id/siniarolahraga, while the digital literacy activities held by Siberkreasi can be viewed on info.literasidigital.id.

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Platforms Featured ANZ

Finder launches crypto-centric podcast series ‘Block Climbing’

Sydney, Australia – Global fintech Finder has announced the launch of its cryptocurrency-themed podcast titled ‘Block Climbing’ in a bid to help Australians on their crypto journeys, including demystifying concepts around Web3 and blockchain technology.

The first episode has already been released on 5 March, and focuses on the rise of cryptocurrency amid the Ukrainian crisis, including crypto donation scams and how Russians can bypass financial sanctions through use of cryptocurrency.

According to Finder, the podcast series is a “Crypto Bro”-free zone where beginners, sceptics and everyone in between are welcome to learn, question and have a few laughs along the way.

“From understanding what Web3 actually means to delving into the depths of blockchain true crime, ‘Block Climbing’ is your new go-to source of information on all things crypto and Web3,” the company said in a press statement.

For Tegan Jones, global reviews editor at Finder and co-host of ‘Block Climbing’, the podcast will explore the good, the bad, and the just plain confusing impacts that crypto and Web3 could have on our lives.

“While we’re fascinated by crypto, we know there is a lot of unexplained jargon that can make the space seem intimidating. I think people are tired of being told to just “do their own research” because it can be hard to know where to start so we want ‘Block Climbing’ to be the place to get your questions answered in everyday language,” Jones said.

Meanwhile, Tim Bennett, publisher at Finder and co-host of ‘Block Climbing’, said that this podcast will be a fun and accessible way into crypto and Web3 content.

“There’s no doubt that blockchain is an interesting technology but there are still some questions to be answered about it. We’re excited to build a community where we can have these conversations in an informative and critical way that is super beginner friendly,” Bennett said.

In upcoming episodes the duo will be looking at North Korean crypto hackers, what Web3 actually means, whether crypto can ever be green and the unsolved mystery of Bitcoin’s origin story, as well as hearing from a few expert guests.

Chris Ellis, CEO of Finder Australia, said launching a podcast aimed at demystifying the world of Web3 made perfect sense for Finder.

“We believe that an understanding of these emerging technologies is critical for Australians looking to benefit from new finance spaces like cryptocurrency. Being able to break down complex topics is at the core of what we do at Finder so I’m very proud to be supporting a podcast like ‘Block Climbing’ to make areas like crypto and Web3 more accessible for everyone,” Ellis concluded.

The first episode of ‘Block Climbing’ is available now on all major podcast platforms, with the next episode set to drop on 16 March, as new episodes will be released fortnightly on Wednesdays.

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Platforms Featured Global

DoubleVerify ventures into podcast space to cover latest digital ad trends

Singapore – DoubleVerify, the software company dedicated to digital media measurement, has launched its podcast series titled ‘Authentic Ad Matters’ where they tackle the latest trends in digital advertising. Said podcast series will be hosted by journalist and media expert Steve Hemsley.

Some of the invited organizations for the podcast series include TikTok, PubMatic, ISBA, Advertising Association, Conscious Advertising Network, and Dell. Topics range from fighting against misinformation to the opportunity a post-cookie world presents.

DoubleVerify has already released three podcast episodes as of writing, where they discussed topics including the role of quality in digital media, the implications of the unchanged lockdown in CTV’s boost in a post-pandemic world, and the impact of cookies and data regulation on advertising.

Speaking to MARKETECH APAC, DoubleVerify said that they hope that the podcast episodes will serve as a ‘masterclass’ on how to react to what is happening in the industry right now — and what will happen over the next several months and years to come. 

“We decided to venture into the podcast space as we wanted a medium that is easily accessible to our audience – whether it was time in-between meetings or their commute from home. These podcasts aim to educate everyone about the complex and ever-evolving world of digital advertising by building their knowledge and understanding through fascinating insights from some of the most respected experts in the industry,” DoubleVerify told MARKETECH APAC.

Meanwhile, Nick Reid, RVP for Northern Europe at DoubleVerify shared to MARKETECH APAC, “Advertisers need to be on the ball when it comes to how the industry is evolving and how changes affect their brands, consumers and businesses. The podcast shines a light on the biggest issues, challenges and trends important to industry pros today, in a way that is easy and convenient to access.”

Aside from being available on their site, the podcast is also available on Spotify, Amazon Music, Apple Podcasts, and Google Podcasts.

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Platforms Featured Southeast Asia

Nostalgia, unrepresented sectors key drivers among young Filipinos’ preference for audio content

Manila, Philippines – The global pandemic has pushed the majority to tune in to digital channels to be entertained, including music streaming. With the greater majority of these listeners being under the Gen Z and millennial demographic, their diverse perspectives on music streaming content can be tapped by advertisers, as the latest insights from Spotify shows in retrospect of the Philippine market.

Part of the influencing factor many young Filipinos are streaming audio content more than ever is due to reasons around having it as a ‘mental escape’. For instance, the survey noted that the respondents have listened to songs from the ‘70s 59% more and songs from the ‘80s 40% more as a way to lean on to a ‘nostalgic feeling’. Furthermore, about 87% of millennials and 85% of Gen Z’s locally say that they listen to audio to reduce their stress levels. Lastly, around 76% of Filipino millennials see audio as a mental health resource.

In line with this, the survey recommends brands to align any of their sponsored content to a more ‘comforting’ zone, noting that this creates a positive association with the type of audio we are listening to. Furthermore, the survey also emphasizes the significance of the rise of podcasts, which can be used by brands to promote podcast episode snippets to inform listeners and increase curiosity.

“Listeners are more receptive when messaging matches their mood. Consider millennials’ nostalgic listening experience and lean into contextual targeting to match their vibe,” Spotify said in a statement.

And with audio now having a more ‘emotional’ attachment to these younger generations, respondents are now more positive in democratizing live experiences concerning audio content. About 65% of the respondents say that they prefer connecting with other music fans around the world through a live-streamed concert, while 35% prefer connecting with their favorite local artist and fellow fans through a physical concert.

In addition, 51% of the respondents now prefer virtual concerts in contrast to the 42% of respondents preferring physical concerts, stating that virtual concerts are far more cheaper and more convenient.

The survey also noted that as part of democratizing these audio experiences to a wider audience, brands are advised to think more of the consumer base’s interests, not what they are made of. For instance, gamers who are long stereotyped for the male demographic, are now expanding into the female demographic.

“Gamers are focused on scoring when they’re deep in play mode, but they also use time spent gaming to learn and discover new things, from podcasts to playlists. Take your targeting to the next level by reaching gamers of both generations in real-time while they’re soundtracking their gaming,” the company added.

A larger part of the democratization of live experiences in audio content is due to the wave of fanbases rallying support behind these artists and content creators, with 39% of the respondents saying they have known their favorite music artists or podcast creators via social media. Other factors include knowing them from an existing artist (15%), streaming service recommendation (11%), friend recommendation (9%), and as seen from a movie or TV show (8%).

“Gen Zs and millennials are not just consumers, they’re creators. Pull back the curtain and give your audience a backstage pass to your brand’s creative process — and the opportunity to be part of it,” they commented.

Lastly, Filipino Gen Z’s and millennials understand that part of their diverse audio listening experience comes from amplifying unheard perspectives from societal sectors that are not given amplification back then to represent themselves. Around 62% of millennials and 58% of Gen Z’s in the Philippines said they’ve sought more content from more diverse creators and podcasts in the last year.

In addition, 68% of Filipino Gen Z’s believe they have more freedom to be their authentic selves than previous generations.

“As voices behind the mic become increasingly diverse, the audio medium is resonating with a wider audience — the fruits of which are already starting to change the industry,” Spotify stated.

The platform added, “[Gen] Zs are the most racially and culturally diverse generation yet, and they expect brands to reflect, represent, and empower them through their campaigns, talent partnerships, and participation in social justice movements.”

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Platforms Featured Southeast Asia

AirAsia PH’s head of marketing launches own podcast to tackle middle management

Manila, Philippines – Allenie Caccam, the head of marketing of AirAsia in the Philippines, is adding podcast hosting to her list of credentials. Caccam just launched her own podcast ‘The Middle Manager Show’ which tackles real-life challenges of being a middle manager.

“Before we become CEOs, we are middle managers after all,” said the podcast’s ‘About’ on Spotify. 

The show is already three episodes in, with the pilot podcast launching on 23 August. For its latest episode, Caccam conversed with top corporate consultant in the Philippines and Apprentice Asia winner, Jonathan Yabut. 

When asked why focus on management instead of marketing in the podcast, Caccam shared to MARKETECH APAC, “There are tons of books and articles that talk about marketing, but there’s not a lot on middle management. While training my team [at AirAsia], especially those who just got promoted to manager, I realized there are certain skills that I thought were natural, but apparently were not and when I dug deeper, I realized managing in the middle is more complex than it looks.” 

Admittedly an introvert, Caccam shared that more than the medium appealing to her natural strength as a person, she chose podcast because she believes a podcast is able to create the environment “where you are listening to a friend speaking over the phone,” and that in that way, it seems more personal and intimate.

Caccam adds, “I want to create that space where the show sounds like your usual pantry session where you exchange [pieces of] advice with your workmates.” 

Caccam entered AirAsia in 2014, and prior to landing her marketing head role in the airline, she assumed the position marketing manager and senior manager for international marketing.

She shared that topics she discusses in the podcast are actually topics she has already touched base with her team in AirAsia first. 

“They are willing guinea pigs and I am so grateful to them. Because we have a direct relationship, aside from the topics discussed in the show, I do have one-on-ones with them so the mentoring is still personalized,” shared Caccam.

Each episode of the podcast is less than 30 minutes in order to, Caccam said, cater to the fast-paced schedule of managers. The topics are picked based on information gathered from an initial survey of new managers, and those who are already head of departments which range from discussing the basics of the middle manager’s dilemma to navigating the first six months as a new manager. 

According to Caccam, the show would probably be less than 20 episodes for the first season, but the idea is that topics will also mature with the audience with the assumption that they are also growing in their role.

“Possibly the topics can tackle more complicated [or] complex situations in the future! Right now, it’s testing the market. It’s a new podcast, barely a month in, but what I really love is it has an average of 80% retention, so those who are listening are really interested!” shared Caccam.

In January this year, MARKETECH APAC sat down for a virtual interview with Caccam on MARKETECH Mondays to get to know her career journey in marketing. 

In the interview, she shared her philosophy in leadership, “I always make it a point to be more self-aware [because of that perspective]. For example, if your team is not doing well, it doesn’t necessarily mean that they’re not good, but also because maybe, it’s your style of leading them, and maybe there’s something more that you need to do from your end so they could do better.”