STUDY: Australian consumers are mostly brand agnostic
Marketing automation platform Dotdigital has released a study built from 3,000 global consumers, including 1,000 based in Australia. According to their findings, AU shoppers value time and privacy. They’re also the most brand-agnostic of the countries included, with 69% of Australians not having loyalty to any brands and 10% not willing to share any personal data with brands. Dotdigital’s suggestion is building trust with consumers with low-friction incentives and communication that is both timely and relevant. All of which are things podcast advertising can deliver in spades.
In Graphic Detail: How creators are using generative AI to shape video and design by Alexander Lee
Wondercraft has published a new report on creator’s’ use of generative AI tools in their workflows, built from 514 creators’ responses to a survey distributed in March and April of this year. 38.7% of respondents currently use AI “throughout” their workflow, while 44.2% use it at some part of the process. Respondents skewed towards video production as their chosen field, with 54% identifying as video creators. Demographic-wise, older respondents were more likely to use generative AI tools, with only 41.8% falling into the 18-24 age bracket
TV’s big week is here, and YouTube is a looming presence by Lara O’Reilly and Lucia Moses
It’s Upfront time and YouTube is the talk of the town. Legacy TV companies like Disney and Paramount are aiming to recapture the spotlight from YouTube’s recent findings of just how often “TV time” has become “YouTube time” with the rising CTV presence of their app. Insiders tell Business Insider (heh) that TV players at this year’s Upfront are demonstrating to buyers that they can provide similar adtech and data to YouTube’s flexible offerings. Studios are also deepening their relationships with content creators, with NBC Universal producing Peacock scripted series about social media influencers. Meanwhile, YouTube plans to kick off its Brandcast sales event with Jimmy “MrBeast” Donaldson as a celebrity guest.
Publishers say they have more to offer than hard news at NewFronts by Alyssa Meyers
Last week at Newsfront a group of news publishers hosted an event discussing brand safety and interest in hard news content (and how they have other content besides that). Reps from The New York Times, Washington Post, and Guardian U.S. all spent time on stage addressing the fact advertisers can spend with news publishers without running specifically on news content. Lifestyle products, social media. The New York Times panel the following day spent a good portion of their 90 minutes detailing advertisers on core products besides their news coverage, such as the many visitors the NYT Games section receives daily and The Athletic’s podcast offerings.
Tired of the radio? A new app lets you listen to Twitch streams in the car.
Tubefilter covers the integration of CarStream for Twitch, an App Store listening that allows Apple CarPlay users to listen to the audio of a chosen Twitch livestream in their car’s audio system while driving. This isn’t the first step of bringing a largely video-based platform into cars, such as Mercedes-Benz integrating a TikTok app that only works when the car is stationary. That said, despite the video component, a lot of Twitch streams are largely conversation and podcast-y by nature. The “Just Chatting” category, a label for streams where creators largely just sit and talk, is regularly near the top of the charts for most-view category on Twitch on a given day. Including live recordings of video and audio podcasts.
As for the rest of the news…
- The Podcast Show London kicks off next week, and Sounds Profitable will be there! In addition to our happy hour event the day before things kick off, Tom Webster will be posting the panel Podcasting’s Place in the Advertising Landscape at 10:00 a.m. on May 21st, followed by Meet the Expert Stage A Deeper Look At News Podcasting with NPR on the 22nd at 3:20 p.m.
- Audion has upgraded their Audion260 tech suite with Pathway, which to connects podcasters’ content management systems and allows their inventory to be sold programmatically.
- TED Audio Collective has partnered with Magellan AI to use their measurement tech to measure listener engagement across the stable of TED podcasts.
- Signal Hill Insights president Paul Riismandel has a new blog breaking down four reasons why you should be using audience surveys.
- The Clios were last night, with Spotify among the brands taking home advertising awards
- RBR covered Sounds Profitable’s The Advertising Landscape, with a focus on the data demonstrating a symbiotic relationship between podcasting and spoken word in general (namely AM/FM radio).
