Brand Works Stage

Podcast campaigns have evolved beyond audio and into video - but even the most advanced plans are still only activating a fraction of what podcasting can offer. 

This panel explores how to go further, moving beyond audio and video as the core plan, and instead activating across the full podcast ecosystem - from talent-led channels such as their social platforms, newsletters, websites, apps, and other high-intent environments. 

The result? More granular, highly engaged audiences, alongside incremental reach - delivering both precision and scale within a single, connected strategy. 

Using a Cheltenham Festival campaign with Coral, delivered in partnership with Sport Social Podcast Network, we’ll show how tapping into premium rightsholder Racing TV enabled us to reach die-hard horse racing fans across every key touchpoint - well beyond audio and video. 

While mass-reach campaigns still play an important role, this approach proves that going deeper within an individual title’s ecosystem can be just as effective - if not more so. By activating across Racing TV’s full footprint - including YouTube, social, newsletters, website and app - we delivered over 2 million impressions across multiple channels and audiences. 

Despite being planned from an audio budget, this became a fully integrated, multi-touchpoint campaign - embedding Coral in high-intent moments and delivering more contextual, credible impact than a standard spot buy. 

We’ll hear directly from Dan Chandley (Entain/Coral) on his experience planning this campaign and how it shifted thinking beyond traditional, channel-led planning. 

From the publisher side, Chloe Yates (Sport Social Podcast Network) and James Cole (Racing TV), will share how the campaign was built to activate across an entire ecosystem, not just individual channels. 

And from a measurement perspective, Casey Adams (Listener.com) will explore why it’s critical to track reach across all podcast touchpoints - not just audio or video. As audience behaviour evolves, some titles may be relatively small in audio but deliver significant scale elsewhere. Planning podcasting as an ecosystem, rather than a standard audio format, is key to unlocking its full value. 

Ultimately, this session will show that surface-level 360 isn’t enough - the real value lies in activating the full podcast ecosystem.