Brands have a plethora of different tools at their disposal to reach the audiences they want, but none are as intimate and engaging as audio storytelling. Podcasting provides an exciting growth opportunity for brands as the medium itself offers a unique opportunity for listeners to get immersed in the storytelling, creating a new kind of connection to the content they hear. The right podcast for the right audience can build deep connections that are measured in minutes and hours, not just fleeting seconds. And podcast listeners take their favorite shows into parts of their lives that can't be reached with a newsletter, a YouTube video, or even an Instagram post. When brands engage podcasting as part of their storytelling repertoire, they can build familiarity and affinity with consumers - but only if they do it right. The brands that have the most success in podcasting build great listening experiences that stand out by blending in; making the brand not an interruption to the story but part of the story itself. This session brings together insights from brands, creators and podcast industry researchers to reveal the methods and the magic of audio as a powerful tool for brand storytelling. 

SPEAKERS: Tom Webster, Sounds Profitable; Karen Burgess, Journalist and Podcast Executive; Rebecca Smith, Mozilla Foundation (Mozilla's podcast, produced by Pacific Content, IRL: Online Life is Real Life, is a 2024 Tribeca X Official Selection). 

MODERATOR: Jamie Roô, Executive Director and Head of Digital Content, Morgan Stanley & Host of the award-winning podcast What Should I Do with my Money?