Branded Podcast Symposium 2024

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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.

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

An Audio Renaissance:
The impact of the world’s original global media experience

Speaker:
Darryl von Däniken, Founder of BrandAudio Media (CH)

Join us for an enlightening session that delves into the profound influence of audio media, tracing its journey from the inception of the wireless through the ages and up to the modern era of podcasting. Discover how radio, as the original instant global medium, has continuously adapted and thrived, shaping cultures, and in its day standing solid against old media and accusations of fake news.

Attendees will gain valuable insights into why we have ears how audio is increasingly considered a beacon of trust in the age if A.I.. Explore the historical significance of audio media, its current trends, and understand its future potential as branded podcasts to fill the audio vacuum in the media mix. This session promises to inspire and inform anyone interested in the power of voice and its unique, pivotal role in global media that reaches the earphone generation with maximum impact.


Darryl von Däniken

Audio Advocate l Founder of BrandAudio Media l Founder of the International Radio Festival l General Manager of the SwissRadioDay

Darryl discovered the business of media and its value for brands whilst studying Architecture during the 90’s electronic dance music movement and went on to curating experiential events for brands such as Ford, Smirnoff, Gillette and the Body Shop, and media festivals such as the International Emmys.

As an early adopter of social media in 2001, he joined tilllate.com as Head of Strategic Partnerships where he matched brands with night life events specifically for online distribution, leading him to also connect with the audio and radio industry as part of the digital media mix.

In 2010, Darryl founded the International Radio Festival, the world’s first forum to showcase and debate the business and curation of music radio entertainment and in turn reaching millions of global listeners. In 2014, he was appointed General Secretary of the SwissRadioDay by the Swiss Broadcasting Corporation.

In 2020, Darryl founded BrandAudio Media, one of the world’s first full-service multi-lingual audio production agencies specialising in branded podcasts, supporting clients to get heard in the audio space of their customers - the earphone generation.


www.internationalradiofestival.com
www.radioday.ch
www.brandaudio.net

15:50

Power of Podcast 2024

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

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 (CA)

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.

16:50

How to Stand Out From the Crowd and Earn Attention with Your Branded Podcast

Speaker: Steve Pratt, Author, Content Strategist, and Co-founder of Pacific Content (CA)

There are millions of podcasts for listeners to choose from. Audiences most certainly aren’t eagerly awaiting the arrival of a new podcast from a brand. And yet the rewards for a brand with a loyal and engaged podcast audience are enormous.

So how can brands stand out from the crowd and find success?

If you start with the goal of earning attention, a lot of the status quo in marketing no longer makes sense. Surprisingly, doing the opposite of the status quo is a very successful branded podcast strategy - it leads to:

  • Prioritizing engagement over reach
  • Focusing on a smaller, more specific group of people instead of everyone
  • Identifying the value only you can create, in the form of a gift, for your intended audience
  • Setting a high bar and creating fewer things of greater quality
  • Embracing being different, surprising, and unusual
  • Committing to patience and long-term relationship building instead of short-term, urgent results

Come with an open mind and leave with ideas and strategies for thinking differently, differentiating your branded podcast, and earning loads of attention.


Steve Pratt

Author, Content Strategist, and Co-founder of Pacific Content

STEVE PRATT is the author of Earn It; Unconventional Strategies for Brave Marketers and the founder of The Creativity Business, which offers consulting, workshops, and keynotes to help companies develop differentiated content, marketing, and messaging that earns attention.
 

Steve is also the co-founder of the world’s first branded podcast agency, Pacific Content, named one of Entrepreneur’s 100 Brilliant Companies. Steve has collaborated on podcasts with Ford Motor Company, Audible, BMW, the New York Times, Dell Technologies, Facebook, Rocket Mortgage, Slack, Shopify, Zendesk, Morgan Stanley, Charles Schwab, Prudential, Adobe, and Atlassian.

17:20

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 (FIN)

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.

17:50

AI Podcasting Tools That Will Instantly Improve Your Podcast Processes

Speaker: Harry Morton, Founder of Lower Street Media (UK)

AI trends are moving so fast, it can feel like you’re constantly playing catch up. So what are the tools that are actually useful to podcasters so that you can get ahead?

Harry Morton is the founder of Lower Street, a branded podcast agency that has been experimenting heavily with AI so you don’t have to.

Learn about the platforms and use cases that can make you a more efficient and creative podcast producer.

Takeaways

  • The use cases (and limitations) of LLMs like ChatGPT and Perplexity.

  •  Where AI can help in pre-production, research, and writing.
  •  Creative uses of AI in production and sound design.
  •  Ways to use AI to grow your podcast audience.

Harry Morton

Founder of Lower Street Media

Harry is the Founder of Lower Street, an award-winning, global podcast agency for brands. From Fortune 500 companies to early stage startups, they launch shows that matter to audiences who care.
 

Since 2016, Lower Street has worked with brands like Fidelity, Pepsi, BCG, and Booking.com He’s currently working on his first book, on the subject of how podcasting can be the best content marketing tool to humanize your brand in a world of AI.


​​Harry lives in the UK with his wife, 2 kids, and a cow called Eliza.
 

18:20

What Podcast Advertising Can Learn from Native

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

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.

18:50

Closing the Deal: How to Pitch Branded Podcast Projects that Works

Speaker: Matty Staudt, President and Founder of Jam Street Media (US)

In this session, Matty Staudt, President and Founder of the legendary Jam Street Media, will share his best tips for closing deals and putting together podcasts and integrated marketing pitches for clients. Stock your 'pitch pack' with valid arguements that will pay off for both brand clients, content creators and listeners.

Matty will also touch on ways of amplifying your podcast and using AI-tools in the content creation proces. 

This is your chance to get a bit of 'secret sauce' from one of the true pioneers in the branded content industry.

You will leave this session with: 

  • A clear vision on how to put together a winning pitch deck
  • Golden answers to commonly asked questions from clients
  • Useful and hands-on 'Closing the Deal' meeting tips
  • An AI business case to prove instant ROI for clients
     

Matty Staudt

President and Founder of Jam Street Media I Founder of Podle.co

Matty Staudt is a podcasting pioneer and radio legend. 

In 2007 left a successful radio career to join the founding team at Stitcher and has been in podcasting ever since. He has helped develop close to 400 shows and numerous networks and was the first VP of Podcasting at iHeartRadio, where he helped build that network. 

Creating one of the first branded podcast houses in 2012, Matty has launched shows for Ford, Estee Lauder, Pfizer, Morgan Stanley, Vistaprint, The Beef Council, Nissan, Loreal, and the Federal Reserve Bank. Matty is also an educator teaching podcasting and marketing classes at the Academy of Art University and West Virginia University. 

He is the Founder of Jam Street Media. He is a Webby Winner and Ambie nominated producer with a passion for working with creators. His new company Podle.co provides reviews and listings for podcast services and professionals looking for work.

19:20

So you made the best branded podcast in the world. Now what?

Speakers: Bel Cook, Head of Audio Sales at Mamamia & Hannah Mansur, Chief of Staff at Mamamia (AUS)

You found the most unique angle, wrote the best scripts, created a stellar soundscape and launched your branded podcast. But no one is listening. 

Fact: The success of your podcast depends on distribution. Branded content experts from Mamamia, Australia’s largest independent podcast network, will share case studies and tips to make sure your hard-work actually reaches your intended audience. 


Hannah Mansur

Chief of Staff at Mamamia

Audiophile and Media Strategist Hannah works with every team across Mamamia’s content ecosystem. She’ll help you see how each area of your business plays a role in maximising distribution of Branded Podcasts. 
 

Bel Cook

Head of Audio Sales at Mamamia

Mamamia has been podcasting for ten years, and Bel has been there since the beginning. She’ll share her deep knowledge of the podcasting industry and how to build media campaigns that actually drive results. 

19:50

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

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

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 Wright

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.

20:20

Designing for Readers, Listeners and Watchers

Speaker: Michael Villaseñor, Director of Product Design at Spotify (US)

Michael Villaseñor is a design director and head of design for the Podcast Mission at Spotify. In his role he oversees a design team that obsesses over the surfaces related to the creation, promotion and engagement of podcast content on Spotify. During his presentation, he is looking forward to sharing how he and his teams at three organizations: The New York Times, Hearst and now at Spotify have created authentic, meaningful moments to connect with audiences both for editorial teams and brands!


20:50

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.

21:15

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.