The rise and rise of podcasting – and the opportunities for brands and organisations.

dotlab radio  By dotLAB Radio

Podcasting has grown exponentially in recent years, with double-digit growth in all markets globally. In 2018 advertisers spent $480m on podcasts and are projected to spend $1bn by 2021. As the podcasting audience grows, companies and organisations are spotting an opportunity to reach new customers and deepen their relationship with existing ones.

In this episode of dotLAB radio, Matt Deegan of Folder Media talks to dotLAB Radio host, Patrick Haughey of, about the growth of podcasting, the opportunities and watch-outs for companies and organisations creating their own podcasts, and what the future holds for audio. Topics covered include:

• The key drivers behind the exponential growth of podcasting
• Podcasting v Radio – how they differ and how they can work together
• Why podcast audiences develop special relationships with hosts and why that presents opportunities for brands and organisations.
• How to measure return-on-investment (ROI) in podcasting
• The rise of internal company podcasts and corporate podcasts

• When a brand should not start a podcast
• Clever marketing techniques to grow a podcast audience



Matt Deegan

Matt Deegan is Founder and Creative Director of new media and radio consultancy firm, Folder Media. At Folder, he helps develop new businesses and advises a cross-section of UK radio and entertainment companies how to grow and develop their businesses. Matt has produced programming for Fun Kids, Radio 1, 1Xtra, Radio 2, Radio 4, CBBC and most recently ITV’s Love Island podcast, The Morning After, the most downloaded new podcast of 2018. Outside of Folder, Matt co-created the British Podcast Awards, the Next Radio Conference and the Podcast Live events series. Matt is a regular speaker and media commentator on the future of radio, the development of digital radio in the UK, and boot-strapping a kids brand with Fun Kids. He has featured in The Guardian, Independent, Telegraph, Mail Online, the TechCon Radio Festival, Mediadays Munic amongst others.