Tag: Podcasts

Manila, Philippines – In its continuing quest of providing holistic and integrated content offering, MARKETECH APAC, the dedicated news platform for the marketing and advertising scene in Asia Pacific, has launched its podcast series, adding to its existing content offering of article and video content.

The ‘MARKETECH APAC Podcast’ converts all 13 existing video interviews by MARKETECH APAC into a podcast format to further boost the great content shared by different marketing leaders across the Asia Pacific region.

These include titles such as ‘MARKETECH Mondays’, which brings in marketing leaders to share their career journey to inspire the new generation of marketers, ‘MARKETECH Expert Up Close’ which focuses on the industry experts discussing their journey on leadership and industry growth, their insights and marketing strategies, and ‘MARKETECH Spotlight’ that focuses on the brand or technology and deep dive the conversation on the organization’s journey, milestones, impact on the industry, and what’s next for them.

Speaking about the podcast launch, Shaina Teope, regional editor at MARKETECH APAC, stated, “Podcasts are now a go-to channel for the digital audience, and therefore for brands to be able to reach them. We have been releasing a roster of interviews and conversations since the publication started, and it’s only a natural step for us to eventually venture into this medium to deliver a truly integrated media platform. We’re excited for more people to unlock insightful and novel content catered to the industry.”

Meanwhile, Joven Barceñas, publisher at MARKETECH APAC, commented, “We are very excited to launch our podcast platforms. Aside from providing options for our audience, this also provides our content partners multiple touchpoints to engage our growing audience in the Asia Pacific.”

He also added, “With our podcast launch, we also would like to thank our interns, John Raven Aviso and Lorrenz John Rodriguez of Cavite State University who helped us a lot in launching our podcast channels. We are very privileged to have them on our team.”

The ‘MARKETECH APAC Podcast’ is available on 6 platforms, namely Anchor, Spotify, Breaker, Google Podcast, Pocket Casts, and RadioPublic.

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.

Sydney, Australia – Australian-based media company Southern Cross Austereo (SCA) has announced that it has partnered with global broadcasting company BBC to make its popular titles and content be made available on SCA’s new destination LiSTNR.

Launched in February, LiSTNR is a curated and personalized free app offering radio, podcasts, music, and news, creating a new audio destination for all Australians. LiSTNR houses more than 100 premium original local, national and global podcasts, live radio streams, radio podcasts and digital music stations from the Hit and Triple M networks, 15 linear music live streaming channels, four weekly music podcasts and an on-demand audio news and info service.

Said BBC content will be made available on LiSTNR on 23 June, and will include programs such as those of renowned broadcaster and natural historian Sir David Attenborough; English economist, broadcaster and journalist Tim Harford; music programs ‘Desert Island Discs’ and ‘Essential Mix’; ‘In Concert’ which is the BBC’s largest audio collection of live recordings; and music audio program ‘Pop Documentaries’.

According to Grant Blackley, CEO at SCA, when they first launched LiSTNR, they promised it was only the beginning, and now they couldn’t be more delighted that their first LiSTNR partnership is with the BBC which will bring their audiences world class, compelling, premium content from its vast library.

“We have selected BBC content that will resonate with our listeners and attract new audiences to LiSTNR. This is the first of a series of partnerships that will see LiSTNR become the audio destination of choice for premium and popular content such as what we are offering from the BBC,” Blackley stated.

Grant Tothill, general manager for digital audio at SCA added that to have the BBC as one of their partners is a reinforcement of LiSTNR’s vision as a diverse range of premium curated and created content. He also added that said partnership is a great way to complement their locally created live and on demand content across radio, podcasts, music and news.

Meanwhile, Larissa Abid, senior business development manager for North America, Caribbean at BBC Radio International and BBC World Service, commented, “BBC works with some of the biggest names in music, entertainment and journalism to create world-class audio content. Our partnership with SCA will see BBC content available for the first time on LiSTNR. We are impressed with the LiSTNR personalized app offering and are confident that the BBC content slate will appeal to a broad audience.”