Airbnb tops Q4 podcast ad spend rankings

ARN's iHeart and Magellan AI have unveiled the top 15 brands investing in Australian podcast advertising for Q4 2024, with Airbnb emerging as the leading investor in the medium.

Airbnb, a consistent presence in the top 15, ramped up its podcast ad spend ahead of the holiday season, investing across several Australian podcasts, including She's On The Money, Mamamia Out Loud, Toni & Ryan, and Straight Talk with Mark Bouris.

ARN's head of digital audio, Corey Layton, said: "As Australia’s fastest growing mass medium, advertising on podcasts is pivotal to any marketing plan, with the medium unmatched when it comes to genuine engagement. Thanks to Magellan AI, it is brilliant to witness the continued investment and depth of brands investing into the space.”

The report also highlights a 39% year-on-year increase in investment in the True Crime category, following its status as the second most listened-to genre in Australia, alongside other major advertisers such as McDonald's, Teladoc Health, and Commbank representing sectors across technology, finance, retail, and healthcare.

EssenceMediacom Clinches Second Top Podcast Agency Award

iHeart, in partnership with Magellan AI, has announced the Australian Agency of the Quarter Award for Q4 2024, recognising the agency with the highest investment in the Australian podcast sector.

For the second consecutive quarter, EssenceMediacom Australia (Sydney) received the accolade, reflecting its substantial advertising spend on podcasts during this period.

The award underscores the strategic emphasis on digital audio and podcast advertising.

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