Agency
New Agency White Media Launches To Connect Australian Podcasters With Premium Advertisers
White Media has launched as Australia’s newest specialized audio advertising agency, focusing exclusively on connecting podcast creators with premium advertisers in a market where audio consumption continues to accelerate across multiple platforms.
The company aims to serve brands and independent podcast creators, offering a dual approach of agency strategy and sales representation.
“Audio advertising is no longer just about being heard, it’s about being remembered,” said Frankie White, the agency’s founder and former sales executive at SCA and ARN, in a press release.
The agency launched with several Australian podcasts in its roster, including “The Bye Round,” “Soberly Speaking,” “Emotional Content,” “Life! With Danni Duncan,” “Playing & Simple,” and “Can’t Handle The Crime & Scandal.”
“I’ve chosen to work with Frankie at White Media because she backs independently built podcasts with the kind of passion and drive that mirrors my own,” said Amy-Jane Brand, founder and host of the “Emotional Content” podcast.
Julia Rangiheuea of “Soberly Speaking” added, “As an independent podcaster, protecting my integrity is everything. That’s why I chose to work with Frankie.”
Podcast Performance in Australia
Recent data from Edison Research indicates that 52% of Australians aged 10+ consume audio or video podcasts monthly. The research also reveals that commercial radio reaches 15 million Australians weekly, with one in three Australians aged 25-54 streaming radio weekly, a 6.5% increase since last year.
This growth comes as 40% of Australians now own smart speakers, representing a 43% increase over the past two years, according to the Edison report.
Additionally, recent research from Sounds Profitable indicates podcast advertising generally outperforms other digital platforms in capturing audience attention. The study found that 86% of frequent podcast listeners recall hearing advertisements in a one-week period, and 39% express confidence in podcast hosts delivering advertising messages.
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