Predictions of $1.4bn to be spent on podcast advertising in 2022: JJ Thompson, Founder, Podcast Now


SOURCE: DIGITALSTUDIOME.COM
JUL 17, 2022

Thompson in conversation with Digital Studio Middle East opens up on podcasting in the Middle East, the demand for local content, the technologies and procedures defining the space and more.

Take us through the creation of your latest one- “Fully Prepared with Andy King” who shot to fame on the hit Netflix show Fyre Festival, what were the highs and lows of working on something that has created so much buzz?

Working with a big name was something I aimed for when I started the company; I heard a podcast Andy King was on, where he was talking about his experiences at the Fyre Festival. He mentioned that he wanted to do more in podcasting, so I reached out to him. A few Zoom calls later we signed him on a 2 year podcasting deal. He has huge plans this year in the events space so I am super excited to see where this podcast goes in terms of reach and downloads. So far, it is looking positive.

Podcasting in the Middle East might have come a long way but are players tapping the demand for local content?

YES! A lot of podcast listeners indulge in content which has been produced in their native country. However, I am always looking to put a local spin on the content here, and with the help of Apple Podcasts we can push and promote this local content to the forefront. There are so many incredible talents in this country with even more incredible stories and it would be a shame if those stories weren’t told.

What are the technologies and procedures defining the present of the podcasting world?

It’s growing at a rapid pace, and this is due to the high volume of podcasts being made. You don’t need a studio to create a good podcast, the technology allows people to host their own show from the comfort of their own home or office. If you own a studio, you are stuck geographically, but with Podcast Now we can guide you with online recording, or we can bring the studio to you. We are off to an office right now in JLT to record a podcast for a client and bring all the equipment with us.

Are more advertisers warming up to the podcasting biz?

Ultimately, the UAE is an advertising agency game. Agencies need to begin opening up to the idea of Podcast Advertising opposed to other forms of Audio Media. More traditional forms of audio advertising have no real trackable capabilities, but with podcasts we can track exactly how many people heard an advert, how many people engaged with the advert, and how many people purchased a product/signed up to a service through the ad. We can geo-locate an audience and place a brand’s advert onto that specific podcast(s), so a brand will get more Return on Ad Spend. It’s being widely adopted in the US, with predictions of $1.4bn to be spent on podcast advertising in 2022, the Middle East has a little way to go.

How do you see the podcasting space in MENA evolving as we go ahead?

I believe more businesses and brands are going to produce more Podcast content. It will be seen as the base level of marketing. When you record a Podcast, the visual content can be repurposed to Social Media and the transcribed content can be repurposed to LinkedIn as well as Blogs. The Podcast is also incredibly powerful for SEO with your brand being mentioned across all the episode descriptions.

For the same reasons above, podcasts are essential to thought leadership and gives you the ability to position yourself as an authoritative figure in your sector. It also gives you the chance to interview the people who inspire you, or make connections with future clients.

Similar articles you can read