---
title: "Adweek: More Brands Are Betting on Podcasts"
url: https://burnaze.com/article/0c6854b7-4afb-47cb-966e-9b5553c334dd
source: "1851 Franchise"
original_url: https://1851franchise.com/adweek-more-brands-are-betting-on-podcasts-5637
category: "General"
published: 2016-08-29T16:11:00.000Z
modified: 2026-11-01T03:16:48.287Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/0e85e5fc9ce177a98c5d4b3219ffbf643039160829103307.jpg
---

# Adweek: More Brands Are Betting on Podcasts

**TL;DR:** Brands like eBay, GE, Netflix, and State Farm are partnering with podcasts to create branded content and boost customer engagement. More brands are inking partnership deals with podcasts, requiring big budgets and subtle ad content.

*originally published in 1851 Franchise on 2016-08-29. [Read the original](https://1851franchise.com/adweek-more-brands-are-betting-on-podcasts-5637).*

## Story

Brands are turning to a new medium to tell their stories: podcasts.

While their storytelling techniques are old school, podcasts like Serial and This American Life have taken their mainstream popularity to a new level. According to an article in Adweek , that’s why major brands like eBay, GE, Netflix and State Farm are relying on audio shows to boost their customer engagement.

More and more brands are inking partnership deals with podcasts to create branded content. But while the medium is a new source of revenue for brands, creating the right content for podcasts requires a lot of work. For starters, branded podcasts typically require big budgets. The ad content also needs to be subtle in order to keep consumers’ attention and not seem too forced.

Andy Goldberg, GE’s global chief creative officer, spoke with Adweek to explain why the brand decided to get involved with branded content via podcasts. He said, “When we looked at the podcast space, we felt it was getting past the stage of [only] interviews with Serial-type podcasts happening and people turning in over and over again.” Goldberg went on to say, “I think it’s sustainable if you have the right creative ideas going in and you know how to cultivate the audience through something that will resonate with them.”

Cassie has over five years of digital and traditional media experience. She joined NLA after working as a television news producer in both Milwaukee and Chicago, and now specializes in aligning strategies across the board for her clients, ultimately building buzz and telling compelling stories through content marketing, social media, digital campaigns and traditional PR. Cassie has a Bachelor of Arts in Broadcast and Electronic Communications from Marquette University.

In her spare time, Cassie enjoys traveling and exploring what new cities have to offer in addition to spending time with her friends and family.

## Entities

- 1851 Franchise (publication)
- General (sector)
- customer engagement (topic)
- Netflix (company)
- Milwaukee (company)
- State Farm (company)
- branded content (topic)
- podcast partnerships (topic)

---
Originally reported by 1851 Franchise (https://1851franchise.com/adweek-more-brands-are-betting-on-podcasts-5637). Summarized by Burnaze (https://burnaze.com/article/0c6854b7-4afb-47cb-966e-9b5553c334dd).