The Guardian’s head of audio Nicole Jackson joined experts from across media and advertising at a breakfast roundtable by podcast news title PodPod, discussing how podcasts will evolve over the coming year
Those at the discussion noted a growing uptick in listeners resonating with news and current affairs podcasts. Users are increasingly engaging in news content across a variety of successful formats, the roundtable members said — from daily round ups to long-form investigations.
Also discussed were the importance of social media in growing an audience and how big hit podcasts may not always be easy to predict at first. Commercial considerations for brands were explored as well, such as how to harness podcasts’ storytelling capabilities and how advertisers should measure success on their own terms.
Speaking about the importance of audience engagement and creating success metrics for different sizes of brands, Jackson said: “Sometimes it’s not just about numbers. You have to think about other parameters of success.”
With the discussion led by PodPod editor Adam Shepherd, Jackson joined experts from Acast, the IAB and production firm Fresh Air, as well as both agency and client representatives from Publicis, William Hill and HSBC.
Newsworks is a launch partner of PodPod. Photo credit: Campaign. Read more from the roundtable on PodPod’s website.