Digital media giants, shifting viewing habits, ad investment trends, media fragmentation, media economics and content monetisation in the absence of advertising are some of the biggest topics in media affecting advertising clients.
GroupM’s new podcast series ‘Media Landscapes The Podcast’ explores them all in an engaging, informative way in these bitesized episodes hosted by GroupM Australia & New Zealand CEO, Mark Lollback; head of trading intelligence, Liesa Newland; and group communications director, Rosie Baker.
The podcast, available on Apple Podcasts, Spotify and Soundcloud, is a series of five 10-minute episodes each giving an insight into how an aspect of media is affecting marketers and the media industry.
Each episode of ‘Media Landscapes The Podcast’ is based on a trends piece written by GroupM’s global president of business intelligence, Brian Wieser, and published at the tail end of 2019 in a report of the same name.
As podcast hosts, Lollback and Newland offer their local analysis and reflection on the global topics explored in depth within the report.
Says Lollback: “We are constantly looking for better ways to communicate with our clients, people and partners to share information and insights. Podcasts are an effective, innovative audio channel that works for many of our advertising clients, so it makes sense to explore it as a B2B channel.
“Whether listeners are media and marketing experts themselves or new to the subjects, these short, snackable episodes are designed to offer a bitesize overview of a major topic in media and marketing. The episodes standalone but if listeners want to know more, they can download the full GroupM Global publication Media Landscapes for free and go deeper into the subject, or get in touch with us for more info.”
The first episodes were launched in late December and GroupM will distribute new episodes weekly throughout January on Apple Podcasts. GroupM is also distributing the episodes directly to clients and its staff across Australia & New Zealand.
Media Landscapes The Podcast was developed and produced in collaboration PodcastOne Australia and recorded in their state of the art Sydney podcast studio.
Podcasting is exploding globally. Twenty percent of Australians 18-54 listen to podcasts weekly listening to 9 titles per week. More than half (51%) of podcast listeners are managers and professionals and 75% of podcast listening occurs in the morning and evening commute, according to PodcastOne Australia.
Says Jennifer Goggin, content director, PodcastOne Australia: “People want to be kept up to date on changes in their industry, but are increasingly time poor and on the move. As a result, PodcastOne Australia work with companies to create internal ‘business to business’ (B2B) podcasts. These B2B podcasts offer the opportunity to fit in with people’s ‘on demand’ consumption habits by offering businesses a new way to communicate with their staff, in an engaged and personalised manner, that can be consumed on the go. PodcastOne Australia have previously worked with GroupM to develop and produce their internal communications podcast, so when they approached us about turning their global report into engaging audio content, we were happy to work with them once again.”
Media Landscapes The Podcast Episode Guide:
Episode 1 WHAT DOES THE DATA TELL US?
MEDIA FRAGMENTATION: How concentrated or fragmented are media suppliers to the world’s largest advertisers? We explore this through GroupM’s spending shares among media suppliers and find it is relatively more fragmented than many observers might think.
Episode 2 THE GREAT DISRUPTION
DIGITAL MEDIA GIANTS: How have the world’s largest digital media players impacted the industry and the world more broadly? To what degree will regulators or other factors constrain them?
Episode 3 IF CONTENT IS KING, WHO WEARS THE CROWN?
TV/FILM STUDIO AND NETWORK OWNERS: How are streaming services impacting the business models of traditional video-centric companies? How will they evolve in the future?
Episode 4 INDIFFERENCE MAKES THE DIFFERENCE
NON-AD SUPPORTED COMPANIES. Many of the companies who are most impacting advertising either have no advertising or do not depend on it. How does their presence within the industry impact everyone else?
Episode 5 THE CONTINUING RELEVANCE OF MEDIA AGENCIES
MEDIA AGENCIES. With fragmentation and complexity likely to be permanent features of the industry, we summarize our report by emphasizing the continuing relevance of media agencies.
Where to Listen & find out more
Click here to listen on Apple Podcasts.
Click here to listen on Spotify.
Click here to listen on SoundCloud.
Click here to download the Media Landscapes Report.