Mamamia tell marketers every savvy brand needs a podcast plan

• Regular podcast listeners in Australia are up 40% year-on-year

At a Mamamia Presents: Podcasts Unplugged event held at Sydney’s Museum Of Contemporary Art his week, Mamamia advised brands to sharpen their plans for podcasts in the media mix, as audiences and creativity continue to explode in Australia, as they are around the world.

Regular podcast listeners in Australia are up 40% year-on-year, to 5 million. Mamamia’s leading podcasters include Mia Freedman, Holly Wainwright, Rachel Corbett, Jessie Stephens, Leigh Campbell and others across over 20 shows.

What particularly distinguishes “premium listening”, as Mamamia described it, is the combination of on-demand, intimate, active listening, made for a mobile, multi-tasking world.

“If our eyes and ears divide and conquer, we get even more done,” said Rachel Corbett, Mamamia’s head of podcasts. It all adds up to stand-out results for brands that get the marketing integration right.

The Mamamia Presents: Podcasts Unplugged event came hot on the heels of Apple this week announcing Mamamia as the only commercial podcaster to have two shows in its top 10 Australian podcasts of 2018 – Lady Start Up and Ask Me Anything – as well as two of the most downloaded podcasts of the year – Mamamia Out Loud and No Filter – despite neither being daily shows, unlike many others at the top of the table.

Mamamia reminded guests it remains Australia’s biggest owned and operated podcast company in 2018.

Mia Freedman, Mamamia founder and chief creative officer, said: “It’s not true that every brand needs a podcast. But every brand does need a podcast strategy. We’ve been working with brands to create award-winning premium audio for four years which is why brands are now coming to us first.”

Bel Cook, head of audio sales at Mamamia, said: “Testament to the intimate, highly engaged conversations with women our podcasts deliver, our partners are seeing results like 78% unaided recall, and 85% reported purchase. We’re proud of the results achieved, but even more proud that brands like Estee Lauder Company, Westpac and Woolworths Group have chosen to partner with us time and time again.”

See also Mediaweek’s Podcast Week column today.

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