“Audio enables brands to connect with their audience in an unprecedentedly powerful way. I am proud that we, together with our clients, have shown how valuable branded podcasts are for brands. With our high-quality podcasts, we have connected with millions of listeners, so far.”
The future is audio.
Audio plays an increasingly important role in our daily media consumption: the Dutch spend an average of almost 3.5 hours a day listening - and a similar trend can be seen elsewhere in the world. The fast-growing use of smart speakers, 'hearables', and audio streaming services are all part of this development - just like the enormous popularity of podcasts. In the Netherlands half of the population now listens to podcasts, and other markets even show higher percentages. And that's just the beginning. This gives brands unprecedented opportunities: audio is more personal and intimate than any other medium. With thought through formats and distinctive content, brands can build valuable relationships with their audiences.
From life-changing journeys to medieval art: Airborne develops a variety of formats for different clients.
Way of working.
Every brand has goals and ambitions. Before we enter the studio we map out why we tell which story and what is the most suitable format. With a fine-grained distribution strategy, we then find the listeners for whom we make this.
Brand of BankGiro Loterij strengthened by narrative podcast Topstukken
The number of podcasts from advertisers in the Netherlands has grown explosively in recent years. But how do brands benefit from this, regardless of reach? Audio agency Airborne and MediaTest researched the brand effects of narrative podcasts.