Scroll Audio, a division of Scroll Media Ltd, has gained significant momentum in the podcast advertising space.
Through its highly targeted podcast campaigns across Australia and New Zealand, it has helped brands achieve strong results.
Scroll Audio curates bespoke lists of popular podcasts based on each client’s brief, delivering precise targeting by genre, demographic, postcode and platform. This data-driven approach has resulted in excellent performance, with many campaigns achieving listen through rates above 93%, says Scroll Media.
Help brands cut through
Jane Ormsby, director of Scroll Media, says: “Clients are really happy with the results we’re delivering through podcast advertising. Scroll Audio is helping brands cut through and reach audiences in a more engaging and effective way than traditional methods.”
She adds that Scroll Audio has been particularly successful in reaching hard-to-engage audiences, including culturally and linguistically diverse communities, students, sports fans, car buyers, Māori and Pacific audiences and high-net-worth investors.
Recent successful campaigns include work with NBN, Sharesies, Stan, Elections NZ, Monash University, Waka Kotahi and Bupa.
Significant momentum
Recent IAB reports show that digital audio remains one of the fastest-growing ad categories, with advertisers increasing investment in original podcasts and streaming music as listenership continues to grow.
In New Zealand:
- Digital audio has seen significant momentum, with historical growth of 24.5% year-on-year and recent quarterly jumps of 22% (IAB New Zealand)
- 92% of New Zealanders listen to some form of audio every week, spending nearly 14 hours per week – an increase of 90 minutes year-on-year
- 55% of Kiwis now listen to podcasts monthly, and 76% tune into live radio online
In Australia:
- Digital audio ad revenue reached $ 338.7 million (CY25), growing 8.5% year-on-year (IAB Australia)
- 77% of Australians aged 12+ tune into online audio weekly
- Nearly 70% of audio buyers plan to increase spend on original podcast content, while 56% are boosting investments in streaming music ads
- Programmatic buying is the norm (62% of buyers) with guaranteed deals gaining strong traction. Scroll Audio sells both programmatic and direct audio campaigns to suit client needs
With more than seven years of trading in Australia and New Zealand, Scroll Media has built deep market knowledge, says Ormsby.
“Our podcast advertising offers brands higher engagement and better precision than larger traditional networks, while maintaining the scale and agility clients need.”
Scroll Audio continues to expand its premium podcast network and is actively working with agencies and brands looking for innovative ways to connect with engaged audiences.
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