Revered trade leaders Andy Maxwell and Ralph van Dijk have launched EarMax media, Australia’s first specialist podcast media company.
EarMax, which comfortable launched in January, has been fashioned in response to lacklustre media within the booming podcast medium, creating wastage for advertisers and jarring advertisements for audiences. Companies supplied embody podcast media shopping for, sponsorships and inventive manufacturing by way of sister company, Eardrum.
In accordance with co-founder van Dijk, who is likely one of the world’s most awarded audio creatives, a shopper’s rant was the catalyst for launching the company.
He explains: “Our shopper was saying how pissed off she was with the ‘opaque and lazy’ podcast plans being introduced to her by her companies. Whereas the podcast world has boomed lately it’s nonetheless a fancy and ever-evolving area which will be arduous for non-specialists to navigate successfully.
“Our strategy just isn’t about ticking bins; it’s about making significant connections with the best listeners. Even with the world’s greatest inventive, if it’s served to the unsuitable viewers, it’s doomed to fail. Being fully unbiased permits us to work with each community and unbiased writer or podcaster to seek out one of the best options for our shoppers.”
EarMax crafts focused media plans by meticulously analyzing Australia’s podcast ecosystem, from area of interest unbiased gamers to massive podcast networks with the intention to discover essentially the most related viewers matches, creating campaigns which resonate in these environments.
van Dijk is Australia’s best-known exponent of audio promoting because the founding father of the massively awarded inventive company Eardrum. Maxwell’s expertise spans extremely regarded branding companies together with WWP’s Superunion now Design Bridge & Companions, in addition to international broadcasts specialists Markettiers and 4DC in London.
Australia leads globally in podcast listenership, with 48% tuning in month-to-month. Regardless of this, podcast promoting usually will get solely a fraction of media budgets allocate to it. A part of EarMax’s position is to teach manufacturers on harnessing podcasting’s potential and successfully measure the outcomes.
EarMax co-founder Maxwell says: “Australia’s podcast market is booming, with the largest podcast listenership per capita globally, and a plethora of content material. So there’s a fantastic alternative for manufacturers to benefit from a medium with essentially the most engaged audiences. There’s lack of time and a spotlight given to each podcast plans and inventive, leading to pointless wastage. That’s what EarMax is right here to resolve.”
Early successes embody campaigns for ANZ Financial institution and Discover Worldwide, demonstrating EarMax’s progressive methods and impactful outcomes.
ANZ Affiliate Director, Advertising, Bonny Cheng, says of her expertise working with EarMax: “From day one, Ralph and Andy demonstrated a deep understanding of our target market and podcast panorama.
“Their experience in crafting compelling messaging and strategic placement ensured our podcast reached extra of the best viewers segments, resulting in a notable improve in engagement and subscription charges. We’re happy with the outcomes achieved so far and stay up for additional collaboration to achieve a fair broader viewers.”
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