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Brand Works Stage

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The Brand Works Stage, presented by Global in association with IABUK, is where brands and advertisers come together with the rest of the podcasting industry.

An area to cultivate meaningful conversations, discuss the opportunities and benefits of branded content in podcasting and ultimately set up future business. Throughout the day, programmed around key networking moments, were talks from brands who have already committed to the podcasting space and those trusted production companies who are creatively driving the content.

Alongside this are inspirational case studies and data driven discussion about this area of huge potential growth for brands.

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22 May 2024
    • Brand
    The State of Podcast Advertising
    This keynote from Sounds Profitable Partner Tom Webster will review the latest research on how listeners perceive advertising in podcasts, and how those perceptions compare to other ad-supported media. The highlight will be the debut of a new study on the effect of frequency, repetition, and ad load from Sounds Profitable which promises to shed some light on one of podcasting's biggest questions: how many is too many?

    Presented By: 

    • Brand
    Is It My ADHD? x Benefit Cosmetics. How to go beyond traditional sponsorship and leverage expertise instead of audience
    Benefit cosmetics sponsored the first series of Is It My ADHD? - a show that went on to be no 3 in the Apple podcast charts and has amassed hundred of thousands of loyal listeners since. 

    However instead of looking to advertise to the show’s audience, Benefit leveraged host Grace Timothy expertise and sought to overhaul their in store offering for neurodivergent customers with Grace’s help. 

    The partnership was one unlike The Tape Agency had ever facilitated before and has gone on to inform the way they pitch for sponsor campaigns today. 
    Presented By: THE TAPE AGENCY x BENEFIT COSMETICS
    • Brand
    Analytics 🤝 Audio: The Podcast Metrics Your Brand Should (and Shouldn't) Focus On
    Without data, you lack the insights needed to efficiently grow your show. Podcast analytics are still a relatively new space, with new tools, metrics, and insights. Because of this, the key data you should be focusing on can get lost in the noise. But tracking the relevant metrics and pulling the correct insights is necessary to inform your podcast strategy, identify the top-performing marketing channels, and cater to your target audience. So to make marketers’ lives easier, this session explores the podcast metrics your brand should (and shouldn’t) focus on. We’ll be covering downloads vs. unique listeners, the dangers of relying on vanity metrics, how to tell the story behind your podcast insights, metrics every brand should care about & how to choose the right podcast analytics tool.

    Presented By:

    • Brand
    Brands and Advertisers Question Time Part 1
    Brands and Advertisers Question Time will be a catch all, deep dive into the latest topical debates and questions across the landscape of brands, media and advertising in the podcast industry with our specially selected esteemed panel of industry experts.
    • Brand
    IAB Presents: Part 1: MGOMD & Ministry of Justice: Recruiting Prison Officers Through Podcasting Part 2: Octave Podcasts & Ancestry: Giving Past Lives a Voice in the Present
    Part 1: Join speakers from MGOMD & the Ministry of Justice to hear why podcasts were the perfect medium for their prison officer recruitment campaign. This
    session will explore how the launch of the Podcast Series “A Prisons Guide To…”, hosted by English actor and rapper Ben Bailey smith (a.k.a. Doc Brown), has tackled harmful preconceptions and radically improve people’s understanding of what it means to be a prison officer.

    Part 2: Join Octave Audio, Veritonic &; Ancestry to hear about how podcast advertising had led to increased familiarity of Ancestry’s suite of products amongst a ‘younger’ audience and why Jameela Jamil’s ‘I Weigh with Jameela Jamil’ was the perfect partnership to achieve this.

    Presented By: 

    • Brand
    Why Your Campaigns Aren't Hitting With Audiences Of Colour
    Brands often fail to fully capitalize on the advertising potential of audiences of color via podcasting. As podcasting's global reach among Black and brown communities continues to increase, advertisers must fine tune their approach to effectively attract & hold onto these audiences. In this panel discussion, podcasting experts in marketing, PR, community building and advertising will share powerful insights and examples of successful campaigns that have gone the distance building long-term ROI, and how you can do this too.
    Presented By: BIPOC PODCAST CREATORS
    • Brand
    Key to Unlocking Programmatic’s Full Potential? Creativity and Effective Targeting
    Programmatic has proven an effective channel for scaling audio advertising efforts – the number of new advertisers has increased by more than 50% over the past few years. Programmatic has made it easier than ever to identify how to reach audiences amidst all the noise, all while easing the burden on publishers. However, the key to maximizing those efforts to see a continued increase and return on investment depends on creativity – from the ad creative tailored for podcasts to the strategies deployed to reach those audiences. There are endless targeting options in programmatic so buyers need to understand what’s available to them and how to creatively leverage the tools – such as host read ads, dynamic ad insertion and more – at their disposal. This panel will feature valuable creative and strategic insights from Francesco Corsi, Business Development Manager at Spreaker and Mattia Verzella, Head of Business Development at Spreaker. They’ll dive into the best practices for creative work in audio advertising, useful programmatic targeting options available to buyers, and explore the future of creativity in audio advertising.

    Presented By: 

    • Brand
    BetterHelp: Becoming the Biggest Podcast Advertiser in the World

    With Spencer and Vogue Podcast’s Spencer Matthews, Brittany Clevenger (BetterHelp Senior Director of Audio) and Oli Walters (Head of Podcast Sales, International)
    Mental health platform BetterHelp is synonymous with podcast advertising. At a time when advertisers jump from one innovative format to another, BetterHelp has maintained its position as one of the top podcast spenders in the world. Their brand message lands with audiences through the genuine connection with hosts reading their ads. As a result, their investment has seen them earn meteoric brand value and lead generation.
    Join Oli Walters (Global’s Head of International Podcast Sales) for a conversation with podcaster Spencer Matthews (Big Fish, Spencer & Vogue) and Brittany Clevenger (Senior Director of Audio, BetterHelp) to hear how BetterHelp’s relationship with creators has propelled them to advertising success.
    Discover:


    • How podcasting became a cornerstone of BetterHelp’s advertising
    • How creators tailor brand messages for their audiences
    • Attribution and measurement for key advertising metrics
    • Overcoming obstacles to achieve success

    Presented By:

    • Brand
    Want Listeners to be More Likely to Purchase? Learn How TUI Made This Happen
    Pack Your Bags with Russell Kane is an award winning travel show that has won 5 star ratings from listeners because of its engaging content and light heared travel advice and stories with fascinating guests. TUI wanted to let its listeners know that they represent adventure and culture as well as their traditional hotel based holidays. Podcasting was the perfect medium and according to over 80% of their listeners, they received the message and are more likely to use TUI in the future. This impact was not luck though, it was through design and hard work. TUI worked with Chalk and Blade productions and host Russell Kane to design a show that would be than just another celebrity chat show and would meet the brand goals whilst also being excellent and engaging programming in it's own right. Find out how this was achieved and lessons that can be learned for hitting listener and programme goals alongside provable commercial success.
    Presented By: CHALK & BLADE x TUI
23 May 2024
    • Brand
    Brands and Advertisers Question Time Part 2
    Hosted by Nihal Arthanayake (broadcaster, BBC Radio 5 Live), Question Time will be a catch all, deep dive into the latest topical debates and questions across the landscape of brands, media and advertising in the podcast industry with our specially selected esteemed panel of industry experts.
    • Brand
    What's Next for Podcast Advertising
    Podcast advertising has been growing steadily and further developed over the past few years. Baked-in advertising got gradually replaced by dynamic ad insertion. Host read ads used to be the dominant form of advertising. Nowadays we see more and more automatic buying. Still, a large part of the inventory is not monetized yet. The panellists will discuss, which further developments are ahead of us and what must change in their view in order for podcasts to attract more advertising budgets.
    • Brand
    What's Wrong With Podcasts?
    Ogilvy supremo Rory Sutherland talks to Rob Jones (Ultimate Content CEO) about podcasts and brands. Are podcast creators getting their just deserts from the marketing community and if not, what can they do to make their content more attractive to encourage brands to invest. Plus, should the advertising sector be taking podcasts more seriously? Where are podcasters going wrong in their approach to sponsorship?

    Presented By: ULTIMATE CONTENT x RORY SUTHERLAND

    • Brand
    From Grey to Gold: Shifting the Marketing Focus to the Over-55 Consumer Base
    Join Adelcious to delve into the often-overlooked potential of the over-55 demographic in the marketing arena. Recent research by Wavemaker and On Device Research highlights a stark underrepresentation of this age group in media and advertising, despite their substantial economic power and presence on platforms like TikTok. We'll explore how authenticity and relatable content from age-similar creators can significantly enhance engagement and brand loyalty among this audience. And, with the over-55s poised to continue dominate consumer spending in the years ahead, this discussion will underscore the importance of long-term strategies in cultivating this golden demographic through mediums like podcasting, where they are increasingly active and responsive.

    Presented By: 

    • Brand
    How NatWest Business is Building Brand Trust Through Podcasting
    Early adopters of podcasting, The NatWest Business Show has been running for 7 years. Come and hear from them and their agencies on how they've put social at the centre of audio, developed a community of start ups around the show and how they made it into an event that has built long-lasting trust for the brand.

    Presented By: NATWEST

    • Brand
    Podcasting - The Balancing Act
    As podcasting continues to increase listenership, widen demographics, attract bigger talent, and extend to video and social media; we explore the balancing act between attribution and measurable results vs creativity and multimedia campaigns, and the next big trends in the space. In this panel, we'll be joined by key figures from the buy -side to discuss how agencies and brands view the opportunities associated with podcasts when a time when budgets and investments have never been under more scrutiny.
    • Brand
    Deep Storytelling to Amplify Impact: How to Make and Measure Successful Branded Podcasts
    Podcasting is an intimate medium, allowing exploration of a topic, problem, or question with incredible depth and nuance. For a brand like Pfizer that tackles complex science, narrative audio has been a wonderful tool to tackle these stories and invite a wide range of experts into a cohesive conversation. Join Wonder Media Network and Pfizer for a conversation about how to translate complicated stories into audio for a general audience, and how to measure the success and impact of the work once it’s out in the world.

    Presented By:

    • Brand
    Playing Doubles: The Podcast Partnerships Bringing Sport to Brands and Audiences
    Analysis, interviews, spicy takes: sports podcasts are capturing the imagination of fans like never before. But they’re not just providing entertainment – they’re also creating a powerful space for brands to engage with their audiences. Partnerships between sports media publishers and audio experts can create a brand-safe space to be part of sporting conversation without needing to be an official sponsor. 

    In this session, podcaster and Capital Breakfast presenter Chris Stark hosts Iain Mackintosh (The Athletic), Tamsin Greenway (Sky) and Sarah Ray (Head of Podcast Sales, Global) for a discussion on how brands use podcast partnerships to connect with audiences on a more personal level and they’ll also be launching some brand new research on the joy of sport podcasting.

    Discover: 
    • How **NEW** research from Global shows what sports podcasts offer in a changing media landscape
    • How **NEW** research from Global looks at how can brands tap into the sports podcast boom
    • How partnerships are fostering deeper connections between brands, fans, and athletes 
    • The future of sports storytelling and audience engagement in the podcasting age 

    Presented By:

    • Brand
    IAB Presents: Part 1: Bauer Media & Co-op Insurance: Co-op Insurance’s partnership with Simon Mayo’s Confessions podcast Part 2: Fresh Air Production & Royal Botantic Gardens, Kew: The ‘Unearthed’ podcast  Part 3: Adelicious & Uber: The long-term partnership with The Diary of a CEO

    Part 1: Co-op Insurance partnered with Bauer Media and Greatest Hits
    Radio for their first venture into podcast advertising. In the session we’ll explore why Co-op decided to invest in podcast advertising, what they’ve liked about the medium, the challenges they’ve faced and how they set about layering podcasts into the wider audio mix.


    Part 2: Royal Botanic Gardens, Kew are now launching their third series of their 'Unearthed' podcast. Join Fresh Air and Kew as they share their learnings from five years of podcasting - and why it's proved so effective. 


    Part 3: Join Adelicious and Uber to discover some key learnings from Uber's recent long-term partnership with The Diary of a CEO. Covering the launch of Uber One and Uber Eats and Trains.

    Presented By:

EXPLORE ALL STAGES AT THE SHOW

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The Origin Theatre

The Origin Theatre hosts a series of world-class content over two days, ranging from major industry keynotes, to sessions with the biggest names in the game.

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The Creator Stage

The Creator Stage hosted by Spreaker presents a programme of sessions dedicated to podcast creators, whether at the start of your podcasting journey or as an experienced operator.

Marketing, monetisation, myth busting, using AI tools, audio production, business tips and more.

VIEW THE PROGRAMME SO FAR

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Ask the Experts

Ask The Experts in association with BetterHelp is where we hear from those at the forefront of technology and developments in the podcasting space. This intimate venue gives the opportunity to ‘ask the experts’ and gain valuable insights and understanding from brands who are pushing the boundaries.

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The Studio Stage

The all new Studio Stage, situated on the main show floor, will host multi track conversations about key topics from some of the biggest names and companies in podcasting.  

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Talking Podcasts - Business

Talking Podcasts - Business Stage, in association with Acast, is a space for big talks about the podcasting industry. Hear from renowned talent in front of and behind the mic.

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Talking Podcasts - Creator

Talking Podcasts - Creator Stage, presents a schedule packed with all of the conversations and pro tips for creators from the brightest minds across the whole industry. 

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The Amplify Theatre

The Amplify Theatre is one of The Podcast Show's largest capacity talk spaces hosting sessions for creators and industry from top podcasting executives and talent and covering key topics from commissioning and growth to politics and global conversations.

VIEW THE PROGRAMME SO FAR

Brand Works Stage

The Brand Works Stage, presented by Global in association with IABUK, is where brands and advertisers come together with the rest of the podcasting industry.

An area to cultivate meaningful conversations, discuss the opportunities and benefits of branded content in podcasting and ultimately set up future business. Throughout the day, programmed around key networking moments, were talks from brands who have already committed to the podcasting space and those trusted production companies who are creatively driving the content.

Alongside this are inspirational case studies and data driven discussion about this area of huge potential growth for brands.

VIEW THE PROGRAMME SO FAR

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