Branded Podcast Symposium 2024

A half-day virtual conference on branded podcast strategy and best practices.

Date: September 25, 2024

Register now

Designed for brand studio professionals, content creators, and advertisers - The Branded Podcast Symposium will expand your skills and knowhow in the booming landscape of branded podcasting

Elevate your branded podcast production

Join us to explore why branded podcasts are booming. With rising listenership, they engage targeted audiences through compelling storytelling, building loyalty and trust. 

Discover how branded podcasts can elevate marketing strategies and resonate with today’s consumers.

Key Highlights

  • Insightful Keynotes: Led by industry experts providing strategic insights.
  • Practical Sessions: Real-world case stories and actionable tools & tactics.
  • Networking Opportunities: LIVE Q&A with speakers.
  • Latest Technologies: Overview of AI podcast technologies and audience growth tracking in the branded podcast and audio space.

4 Different Formats

Keynotes

Thought leaders and experts share their strategic insights on current trends, innovative practices and the future of branded podcasts. Keynotes are designed to inspire and inform.

Case Stories

Speakers offer deep dives into successful branded content campaigns. These sessions provide practical insights and real-world examples of how leading brands have executed their strategies.

Tools & Tactics

Speakers provide practical, actionable insights and strategies. These sessions, primarily sponsored, will equip you with the tools you need to enhance your branded podcast efforts.

LIVE Q&A with the speakers

Ask questions and discuss certain topics beyond the presentation takeaways live with a selected handful of speakers. All keynotes and sessions will be pre-recorded. IN this session we go live.

Ticket Options

Order your tickets for Native Advertising Days 2024 now to get the best price.

Do you want to order tickets and pay by invoice? Contact us at events@nativeadvertisinginstitute.com.

Meet Our Speakers

And stay tuned. We are still finalizing the speaker line-up.

Agenda

15:00

Intro by NAI

Hosts: Stine Holmgaard, CGO & Partner at Native Advertising Institute

TBA


Stine Holmgaard

Chief Growth Officer & Partner at Native Advertising Institute

Stine is the Chief Growth Officer at Native Advertising Institute. She recently returned to NAI after 4 years away. Previously, she has been NAI's Chief Operating Officer running the Native Advertising Days Conference and building and running the Native Advertising Awards Program.

Before her return to NAI, Stine headed up marketing for Solita A/S. Solita is one of the fastest-growing next-gen data consultancies in the Nordics with a rather advanced in-house team of tech-savvy marketers and is present in 8 markets.
Stine is first and foremost a firm believer in data-driven marketing fueled by content marketing, and she believes in running a well-oiled marketing machine by creating interest and excitement through inspiring, relatable, and relevant content designed to attract, engage, and delight external and internal stakeholders. She sees native advertising as a valuable means to increase the chances of presenting GREAT content and important messages to good people in their preferred channels.

15:15

Keynote 1

Speaker: Coming Soon

15:50

Power of Podcast 2024

Speaker:Tom Michiels, Director Content Republic, branded content and native advertising at Mediafin

In this session, Tom Michiels presents the latest findings from the third edition of the 'Power of Podcast study' - the largest study on branded podcasts in Europe.  

Conducted in the heart of Europe, this research surveyed 1,500 Belgians to delve into the profile of podcast listeners and their attitudes towards podcasts, as well as their perceptions of advertising within them. The study also highlights the differences between B2C and B2B audiences.  

Additionally, this session promises practical examples of applying these insights and Tom will share tips and tricks for creating impactful native podcasts within a B2B editorial ecosystem.


Tom Michiels

Director Content Republic at Mediafin

Tom Michiels graduated as a Master in Multilingual Business communication. His passion for digital marketing and media has been the common thread in his career.

This passion led him to Mediafin, the publisher of De Tijd and L'Echo, the leading business newspapers of the most influential audiences in Belgium. For the past 5 years, Tom has been the director of Content republic, the branded content and native advertising unit of Mediafin’s sales house Trustmedia.

16:20

How to Use Data to Grow a Branded Podcast

Speaker: Jonas Woost, Co-Founder and Podcast Growth Strategist at Bumper

Creators of branded podcasts have a wealth of data at their disposal to make the best editorial and marketing decisions. But what numbers should I pay attention to in order to help me grow the success of my show? How can I identify actionable insights in the data? And what numbers should I share with my clients?

This session explores the key metrics that everyone in branded podcasting needs to pay attention to.

 

Key takeaways include:

  • What are the best KPIs to measure success
  • How the downloads are an imperfect measure of success
    Understand how data can help you make better marketing decisions
    Interpret listener feedback to make the best editorial decisions

Jonas Woost

Co-founder and Podcast Growth Strategist at Bumper

Jonas is a media and entertainment entrepreneur, passionate about innovation in the on-demand content ecosystem.

As a co-founder of Bumper, Jonas uses his 20+ years of experience to help podcasters with their biggest challenge: discoverability and growth. Bumper is a data-driven podcast growth agency that helps enterprise podcasters increase their podcast success. 

Jonas has a strong track record of helping clients achieve success in branded podcasting as the former Director of Strategy at Pacific Content. Working at the intersection of brand strategy and high-quality audio storytelling, Pacific Content is an award-winning podcast agency that lead the way for an entire industry of production companies. 

Between 2015 and 2019, Jonas was the Executive Producer for Original Content at TELUS – a major Canadian telecommunications company – where he led the creation of impactful and engaging branded content. 

Previously, Jonas was with the Canadian Broadcasting Corporation (CBC) where he ran CBC Music, one of the most successful digital music services in Canada. Prior to that, Jonas was the Head of Music at the London-based digital music startup Last.fm. He was in charge of all negotiations and relationships with record labels when CBS acquired Last.fm for US$280 million in 2007.

17:05

Case Story 1

Speaker: Coming Soon

Description TBA


17:30

Case Story 2

Speaker: Coming Soon

Description TBA


17:55

Crafting an Engaging Podcast Series: How to make the right choices in the production and distribution phase

Speaker: Hanna Repo, Content Marketing Director at Alma Media

Creating an intriguing podcast series can prove to be a pivotal marketing activity in your marketing strategy, but just like any other marketing activity, it's one that needs to be thought through and fitted to meet your overall goals. And podcasting is not for everyone.

Budget, storyline, production and distribution can be cumbersome, and as a marketer you need to be aware what exactly a branded podcast can and cannot do for you in terms of reaching your marketing goals. An effective podcast should captivate listeners while also meeting the needs of the company's clients and other stakeholders. The tonality, the look and the feel must be meticulously tailored to fit a comprehensive marketing strategy. It's not an easy task, but when it works it WORKS!

The recipe for ending up with a successful branded podcast relies on the people and competences involved in the project. Not to mention, a well-thought-through production and activation plan.

Join us for an in-depth session dedicated to the actual production of podcasts in the Finnish market. In this session Hanna Repo will showcase podcast examples and share insights and effective perspectives on the importance of creating a stellar soundscape, client/media collaboration, and overall leadership and potential barriers to overcome in the production and distribution phase of a branded podcast project .

Expect a session rich with insights, innovation, and inspiration.


Hanna Repo

Content Marketing Director at Alma Brand Studio

I am the Content Marketing Director at Alma Media. I am responsible for native advertising and content marketing that we do for our clients.

Alma Media is a digital service business and media company with a strong capacity for renewal.

In Finland, our business operations include financial and professional media, leading housing and automotive marketplaces, national consumer media and content and data services for professionals and businesses.

What an environment to create native advertising! I have been developing native and branded content since 2017.

For me, interesting and high-quality content is extremely important, and the content must fit its publishing platform.

Alma Media's creative department is called Alma Brand Studio. I have the honor of leading a department that employs fantastic and talented professionals in native and content marketing: producers, graphic designers, and videographers.

I am also the current chairman for the IAB Finland Content Marketing task force.

18:20

Tools & Tactics 1

Speaker: Coming Soon

Description TBA


18:50

What Podcast Advertising Can Learn from Native

Speaker: Pelle Estborn, Product Manager Commercial Podcasts at Bonnie News

Podcast advertising boasts the highest ROI among marketing investments, mainly due to the listener's trust in the host. But what if you can’t use the host for your ads, since he or she is an independent journalist employed on a newspaper? Then you have to make the ads truly native.



Pelle Estborn, who transitioned from working with traditional native advertising at Bonnier News Brand Studio to also handling podcast ads at the same company, will share how he has applied native advertising principles to podcast advertising. He will illustrate how different content types yield varying results, both positive and negative.

Key takeaways include:

  • Translating traditional native advertising strategies and content concepts into the world of podcasts
  • The impact of true native advertising on brand lift
  • The dual nature of repetition: beneficial and detrimental
     

Pelle Estborn

Product Manager Commercial Podcasts at Bonnier News

Pelle Estborn is a key figure for any podcast-related queries at Bonnier News Commercial. He plays a significant role in every podcast commercial campaign within Scandinavia's largest media house, Bonnier News. With a background in both journalism and native advertising, he leverages his experience to make Bonnier News podcast campaigns more relevant, engaging, and trustworthy. His goal is to turn all podcast listeners into active ad listeners, beyond mere numbers on a delivery sheet.

19:15

Tools & Tactics 3

Speaker: Coming Soon

Description TBA


19:40

Tools & Tactics 4

Speaker: Coming Soon

Description TBA


20:05

From "why" to "when": The Rise of B2B Podcasting and Audio Thought leadership

Speaker: Meg Wright, Head of Audio and Innovation at FT Longitude

For years B2B brands have been behind the podcasting curve. But in 2024 that's rapidly changing. More and more organisations are embracing this powerful and intimate format to engage new audiences, nurture conversations and align their brand with influential voices. Among B2B brands, leaders and content creators this is shifting the question from "why should we invest in audio?" to "when should we invest in audio?".

In this keynote, Meg Wright, head of audio and innovation at FT Longitude, will share insights and experience from her decade at the helm of B2B podcasting and audio for some of the world's biggest brands. 

You will learn:

  • How the B2B audio landscape is transforming - and what it means for brands looking to make a splash
  • Why audio thought leadership is a powerful tool in the world of B2B content
  • What it takes to develop, launch and scale a successful B2B podcast
     

Meg Right

Head of Audio and Innovation, FT Longitude

As head of audio and innovation, Meg utilises her skills in strategy, production and editorial to support the development and evolution of FT Longitude’s product portfolio. With a passion for storytelling and global experience in thought leadership, she takes innovative approaches to craft meaningful content and deliver the right results for her clients. Meg has extensive experience as the voice of high-profile audio and podcast campaigns for a number of globally-renowned B2B brands including Workday, Verizon, Protolabs, Fujitsu, PwC, EY and Maersk.

20:40

Keynote 5

Coming Soon

21:10

LIVE Q&A w. speakers

Hosts: Stine Holmgaard, CGO & Partner at Native Advertising Institute

Description TBA


Stine Holmgaard

Chief Growth Officer & Partner at Native Advertising Institute

Stine is the Chief Growth Officer at Native Advertising Institute. She recently returned to NAI after 4 years away. Previously, she has been NAI's Chief Operating Officer running the Native Advertising Days Conference and building and running the Native Advertising Awards Program.

Before her return to NAI, Stine headed up marketing for Solita A/S. Solita is one of the fastest-growing next-gen data consultancies in the Nordics with a rather advanced in-house team of tech-savvy marketers and is present in 8 markets.
Stine is first and foremost a firm believer in data-driven marketing fueled by content marketing, and she believes in running a well-oiled marketing machine by creating interest and excitement through inspiring, relatable, and relevant content designed to attract, engage, and delight external and internal stakeholders. She sees native advertising as a valuable means to increase the chances of presenting GREAT content and important messages to good people in their preferred channels.

21:40

Wrap up

Hosts: Stine Holmgaard, CGO & Partner at Native Advertising Institute

TBA


Stine Holmgaard

Chief Growth Officer & Partner at Native Advertising Institute

Stine is the Chief Growth Officer at Native Advertising Institute. She recently returned to NAI after 4 years away. Previously, she has been NAI's Chief Operating Officer running the Native Advertising Days Conference and building and running the Native Advertising Awards Program.

Before her return to NAI, Stine headed up marketing for Solita A/S. Solita is one of the fastest-growing next-gen data consultancies in the Nordics with a rather advanced in-house team of tech-savvy marketers and is present in 8 markets.
Stine is first and foremost a firm believer in data-driven marketing fueled by content marketing, and she believes in running a well-oiled marketing machine by creating interest and excitement through inspiring, relatable, and relevant content designed to attract, engage, and delight external and internal stakeholders. She sees native advertising as a valuable means to increase the chances of presenting GREAT content and important messages to good people in their preferred channels.

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