News & Opinion

Adventures in audio: dmg ventures puts the pounds into podcasts

dmg ventures, the venture capital arm of Mail Metro Media’s parent group DMGT, has invested £2m in interactive podcast platform Entale.

The investment means Entale can further develop its publisher platform and automated AI technology as well as fund the original content that shows off its USP.

For Mail Metro Media, it means it can offer exciting new opportunities as podcasts really complement their existing brand portfolio and ad campaigns. By working closely with Entale, it can offer them as another creative solution for even more of its clients’ campaigns, as it did for the Wellness Connection series in partnership with Pukka tea.

But what does Entale actually do?

Launched in 2017 by Wil Harris, former Head of Digital at Condé Nast, the platform takes podcasting from an audio-only experience to a completely discoverable format.

Using the player, listeners can interact with exclusive content like social media posts, images, advertising and recommendations from their favourite shows. Which means users can dive deeper into the story and brands can generate more engagement.

Lauren Dick, Director Business Development at Mail Metro Media told us: “We’re really excited to have the opportunity to work so closely with Entale as we develop our podcast slate. The interactive element of the platform really builds on what we do best which is super sticky content that keeps our users entertained and coming back for more.”

Based on 40,000 downloads of the beta app since launching in September 2018, Entale boasts some impressive statistics:

  • 30-50% of listening time is spent interacting with rich content
  • 1/3 of sessions generate a click to an external publisher or commerce site
  • 40% uplift in recall of editorial content (vs. Apple Podcasts app)
  • 95% uplift in brand recall of advertising (vs. Apple Podcasts app)

With 7.6million people in the UK now listening to podcasts every week according to Campaign, it’s a medium well worth exploring if you’re looking to promote your product or service in a fresh way.

Source: Mail Metro Media

by Hannah Ohm Thomas 19/09/19

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