Omnichannel Podcasting: The Attention Multiplier

This week at Advertising Week Europe, Josh Woodhouse, Managing Director for Acast UK and Ireland, was joined onstage by Gemma Abrahams, Lead Brand and Partnerships Manager at British Airways Holidays, and Wayne Davison, Chief Revenue Officer at Little Dot Studios. The trio explained how brands and creators are navigating podcasting in 2026 to maximum effect. Here are the highlights:

Cutting through the noise with an authentic value exchange

Gemma explained that consumers currently face a paralysis of choice regarding the content they consume. To combat this, British Airways Holidays focuses on finding trusted voices and highly engaged audiences - and that means podcasting.

When Acast first presented a plan for the brand to maximize an omnichannel ecosystem - spanning audio, social, and live events like the Happy Place festival - Gemma saw the immediate potential.

"I said to my boss, we're going to sign it off because it ticks so many boxes for us," Gemma said. "It’s not about speaking at the consumer, it’s speaking to them. There is a value exchange here. You’re interrupting their listening; give them something interesting and valuable back."

The power of creative alignment

The partnership between British Airways Holidays and Acast started in 2023 with sponsored reads. From there, it evolved into branded episodes and eventually a full omnichannel approach, including live activations at the Happy Place festival. Gemma explained that because British Airways Holidays "sell feelings" and "sell dreams" rather than physical products, working closely to bring the brand to life in a relevant, real-world space was essential.

For Gemma, the success of this expansion came down to finding the right creative rhythm. She pointed out that getting the tone right from the start is what makes these campaigns work.

"We've got such a good relationship with Acast," she said. “Putting scripts in front of us, there's no amends. From early doors, they were pretty much there," she added.

Video as a discoverability engine

Wayne broke down the strategic difference between traditional audio platforms and video platforms like YouTube. He pointed out that while audio is incredibly powerful for loyalty - retaining about 80% of an audience once they find a show - getting them there in the first place can be a challenge.

That's where video steps in to solve the discoverability problem. Wayne explained that because YouTube fundamentally operates as a search platform, it acts as a "discoverability engine" for podcasters.

"It is driving 75% to 80% new audience into that content because it's delivering it in a totally different way," he said.

For advertisers, this creates a massive opportunity. By pairing the deep, engaged retention of traditional audio with the algorithmic reach of video, brands can build true scale and connect with audiences across entirely new environments.

Focus on total value, not just reach

When evaluating media planning, both Gemma and Wayne agreed that advertisers need to look past surface-level metrics to understand the true impact of a campaign.

Rather than simply chasing the lowest cost, Wayne highlighted the specific power of direct creator integrations. He noted that when a brand aligns deeply with the content and the host, the overall performance and return on investment justify looking beyond a standard spreadsheet.

Gemma echoed this, offering a clear piece of advice for buyers evaluating omnichannel audio campaigns. "Don't pay any attention to the CPM on the media plan... because it's not the be-all and end-all," she said. Ultimately, she explained, the focus must be on the value of the entire piece and the depth of the audience connection.

In conclusion: Building worlds, not just buying impressions

When you combine the deep authenticity of audio with the scale of video and the tangibility of live events, you don't just buy impressions. You build a world that consumers actually want to be a part of.

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