Daisy Smith is the Head of Automation at Acast, a podcast hosting and distribution platform. In this presentation, she discusses: 1) How Acast has pioneered programmatic advertising in podcasting over the past 5 years, developing technologies like dynamic ad insertion and a scaled private marketplace. 2) Consumption of podcasts is rising globally, with Australians listening to an average of 7 hours per week, but the industry remains undervalued at $1.5 billion compared to its potential of $41.5 billion. 3) Moving forward, Acast is focusing on privacy-safe targeting techniques like contextual and conversation targeting using podcast transcripts, as well as first-party data segments, to reach

1. Daisy Smith
Head of Automation - AU/NZ
daisy.smith@acast.com
www.acast.com
Pioneering Programmatic
in Podcasting
What we’ve learnt in the past 5 years as
market leaders
I’m currently listening to..

2. WE ARE ACAST
THE HOME OF
PODCASTING
HOSTING DISTRIBUTION PROMOTION MONETISATION

3. Platform agnostic, open ecosystem distribution

4. THE ACAST JOURNEY
wHE
Where we started
Where we are
Where we’re going

5. Where we
started

6. WE IDENTIFIED THE NEED
SUPPLY DEMAND
INSERT YOUR BRAND
HERE..
66,000
PODCASTS
400M+
MONTHLY LISTENS

7. WE ADAPTED THE TECH

8. THE EXECUTION
PREMIUM
EXCLUSIVE
INVENTORY
COOKIELESS, OPEN
ECOSYSTEM
DISTRIBUTION
100%
TRANSPARENT
AND BRAND SAFE
NO OPEN
MARKETPLACE

9. WE GOT EVERYONE ON BOARD
Buy &
Sell Side
Partners
Key
Buyers Podcasters Internal

10. Where we are

11. CONSUMPTION IS CHANGING
10M
Aussie adults
listen monthly
7 hours
Average listening
time per week
39%
Have increased
their listening in
the last 6 months
74%
Of podcasts provide
me with content I want
to dedicate my
attention to
Source: The Infinite Dial 2022 Australia & Acast Sounds Smart 2022

12. UNRIVALLED SHARE OF VOICE
What is your perception about the number of
advertisements on each of these media
channels?
Source: Acast Sounds Smart 2022

13. DEMAND AND INTENT IS ON THE RISE
Programmatic private
marketplace deals
Programmatic
guaranteed deals
Net Programmatic
34%
45%
55%
37%
47%
49%
56%
58%
59%
64%
2018 2019 2020 2021
IAB AUSTRALIA: AUDIO STATE OF THE NATION 2021
Q - In the next twelve months which of the following buying methods do you expect to use for audio advertising?
Base media agencies n=97 (2021) n=123 (2020) n=204 (2019) n=94 (2018)
Source: https://iabaustralia.com.au/resource/audio-advertising-state-of-the-nation-2022/

14. Podcast advertising worldwide is
forecasted to be $1.5bn in 2022 but it
needs to be closer to $41.5bn in order
to match daily consumption
Source: WARC Data, GWI
PODCASTS ARE STILL UNDERVALUED

15. DON’T SHOUT. CREATIVELY ENGAGE.
Source: Acast Better Ads - Global Research 2021

16. TRANSPARENCY AND MEASUREMENT
Strategy
and Planning
Find the perfect solution
for your specific audience &
media objectives
Attribution
Know which podcasts and ads are
driving listeners to your brand
ATTRIBUTION TOOLS
Brand Studies
Understand how podcast ads
improve brand awareness
and consideration
BRAND UPLIFT STUDIES
Data informed recommendations Measurable & Accountable

17. PAIR PROGRAMMATIC & SPONSORSHIP
79% UPLIFT
IN UNPROMPTED BRAND RECALL
FOR EXPOSED AUDIENCE VS.
CONTROL
246% UPLIFT
IN UNPROMPTED BRAND RECALL
FOR THOSE WHO RECALLED THE
AD
115% UPLIFT
PURCHASE CONSIDERATION
AMONGST THOSE WHO RECALLED
THE AD
Sponsored ads across
key shows for parents.
Audience targeting of
Parents across the Acast
Network.
EXECUTION
Chromebook was the
only brand that
showed significant
uplift amongst
exposed audience for
brand recall.
IMPACT
CHALLENGE
Increase purchase
consideration of
Chromebook laptops
amongst parents.

18. Where we’re
going

19. PRIVACY-SAFE TARGETING
The most important relationship is that
between the creator and the listener
We respect this relationship, and what
this bond allows advertisers to do
We focus on understanding the context
of the conversations happening within
podcasts on our platform

20. SAY HELLO TO CONVERSATIONAL TARGETING
THE FUTURE OF PODCAST TARGETING

21. EVOLVING CONTEXTUAL TARGETING
“And to me, I think that stress is easier to manage
than anxiety because stress is, although it could be long
term, it is easier to mitigate because you can be proactive
in reducing it, you know, whether it be diet or schedule or
like you can decide right now, I'm not going to worry about
doing these tasks. You can take them off your list and be
like, okay, so that's going to cause less stress.”
Hobbies & Interests
Holidays
Home & Garden
Law
Medical Health
Music
Music & Audio
Personal Celebrations
& Life Events
Personal Finance
Pets
Politics
“This episode is brought
to you by Talkspace.
Connect with a licensed
therapist from the palm of
your hand…"
PODCAST EPISODE
TRANSCRIPTION
IAB
TARGETING
HIGHLY RELEVANT
AD
Cosmetic Medical
Services
Diseases &
Conditions
Medical Tests
Pharmaceutical Drugs
Surgery
Vaccines
N/A
N/A
N/A
N/A
N/A
N/A
Foot Health
Heart &
Cardiovascular
Diseases
Infectious Diseases
Mental Health
Lung & Respiratory
Health
Injuries
Reproductive Health
Sexual Health
Skin & Dermatology
Sleep Disorders
BE PART OF THE CONVERSATION

22. AUDIENCE INTENT-BASED SEGMENTS
THE INDUSTRY’S MOST INNOVATIVE AD TARGETING
Higher Education
Tech Enthusiasts
Travel Intenders
High Income Earners
1ST PARTY DATA

23. Audio consumption is
changing & podcasting is
still massively
undervalued
Contextually relevant,
brand-safe, measurable
and effective targeting;
‘conversational’ & 1pd
PIONEERING PROGRAMMATIC IN PODCASTING
2017 2020 2022 +
Inventors of Dynamic ad
insertion with a scaled
podcast marketplace
&
Launched programmatic

24. Audio consumption is changing- Podcasting becomes its own channel
Evolution - Supply & demand is growing
Measurement - Advanced 3rd party
Targeting - Now Conversational
Pioneering Programmatic
in Podcasting
Key takeaways:

25. Thank you
Get in touch: daisy.smith@acast.com