RAIN Notes: Wednesday, October 4

Jottings of note:


In And Out Of China

TED produces a podcast series for native Chinese audiences called TED in Chinese. In a decision to expand distribution outside of China, TED is working with Acast to host and monetize the new outside-of-China series, introducing it to Chinese speakers around the world. It’s not the first collaboration of these two brands; they worked together on a Spanish-language version of TED. “We believe everyone should have access to compelling, entertaining, and essential storytelling,” says Adam Uytman, a BizDev director at Acast.


Crushing News

“Canada deserves better; but it’s unlikely that it’ll get it.” That’s James Cridland in a blistering opinion about the Canadian radio market. His editorial is related to news that Canada’s CRTC (Canadian Radio-television and Telecommunications) agency plans to regulate podcasts. Some have called this news an attempt to crush free speech. The official explanation of the regulation is to “ensure online streaming services make meaningful contributions to Canadian and Indigenous content.” READ https://podnews.net/update/crtc-podcast-regulation


Long-form Advertising

Acast concluded a podcast ad campaign that resulted in a 43% lift in listener intent to purchase the client product (Schwarzkopf Keratin Color). Interestingly, the campaign included leveraging Acast’s Sponsored Stories — four-minute creatives meant to immerse the listener in storytelling. The campaign ran from April to July across two Spanish-language podcasts, Se Reglan Dudas and Yo Quiero Dinero. Complete case study description HERE.


October 4, 2023

Brad Hill