Podcast Advertising on a Global Scale
“Australians are used to hearing a US accent deliver a Blue Apron ad. And because of that, when Australians hear a US accent in an ad space on a podcast, they tend to now switch off because they know that product’s not for them.”
We talk a lot about podcast advertising here on The Podcast Advertising Playbook, but we rarely talk about it on a global level. Corey Layton, Head of Digital Audio/iHeartPodcast Network Australia at ARN, is here to share his experience leading podcast advertising on the other side of the world.
In today’s episode, Heather and Corey discuss:
- How the rest of the world views programmatic and dynamically inserted ads.
- Global prices for podcast ads.
- The shift from baked-in ads to DAI.
- Why some advertisers are asking for full integration with podcasts.
- Is video taking away from audio?
Get in touch with Corey - coreylayton@arn.com.au
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Corey Layton
Head of Digital Audio at ARN
Corey has extensive experience across integrated content, marketing and producing for the likes of Nova, SCA, Global in the UK and IPG Mediabrands Ensemble. During his time at Whooshkaa, Corey developed award-winning content, like Mercedes’ 'Tough Conversations with Henry Rollins' and Facebook's 'Face to Face'. As the Head of Digital Audio at ARN, Corey has led the launch and continued growth of Australia's #1 Podcast Publisher the iHeartPodcast Network Australia, whilst also overseeing iHeart Australia. In 2022, he was listed in the Mediaweek 100 Power List and awarded the Podcast Exec of the Year by RadioToday.
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