Audio gets its own track at this year’s Advertising Week

You probably know by now that podcasting is a Thing in the advertising world this year. Advertising Week thinks so, too.

While the topic had its place at the industry event in years past, 2022 marks the first time that podcasting has been in the title of a track, Richard Larsson, Advertising Week’s head of podcasting and year-round digital content, told Marketing Brew.

• The rise of audio throughout the pandemic, coupled with Advertising Week’s efforts to build its own podcast network, culminated in the decision to give audio a more official spot on the agenda this October, Larsson said.

Hot topic: The organization has a handful of podcasts of its own, including one it created in partnership with the Edelman Trust Institute, and Larsson said many of its other partners have also expressed interest in podcasting this year.

“I don’t think there’s any single topic like this that has garnered as much attention this year on an increasing basis than last,” he said. “It’s been phenomenal how many partners are interested in podcasting.”

What to expect: Larsson was tight-lipped about the lineup of audio-track presenters, but said that “some of the biggest names in podcast distribution are going to be represented.”

• While analytics will, of course, be up for discussion, there will also be a big emphasis on the storytelling aspect of audio and podcast content, Larsson explained.
• “One of the important things that we can do, especially with our partners at events like this and through programs like a podcast track, is to demonstrate the power of this medium,” he said. “If you have stories to tell, or if you have agendas that you want to really pursue, or if you’re interested in philanthropy of any sort, this is a great way to do that where you are showing that you have a depth that maybe you weren’t showing before.”—AM