Australia has got its first specialist podcast media agency, helmed by Eardrum founder Ralph van Dijk and UK podcast industry stalwart Andy Maxwell.

The agency, which the duo soft launched in January, was formed in response to the lack of lustre media in the burgeoning podcast medium, which was creating wastage for advertisers and jarring ads for audiences.

EarMax Media offers services including podcast media buying, sponsorships and creative production through its sister agency, Eardrum. The agency crafts targeted media plans by meticulously analysing Australia’s podcast ecosystem, from niche independent players to large podcast networks.

Australia leads globally in podcast listenership, with 48% tuning in monthly. Despite high listenership, podcast advertising typically receives only a fraction of media budgets allocated to it. EarMax aims to address this imbalance and optimise the potential of the podcast medium for advertisers.

"Our client was saying how frustrated she was with the ‘opaque and lazy’ podcast plans being presented to her by her agencies. While the podcast world has boomed in recent years it’s still a complex and ever-evolving space which can be hard for non-specialists to navigate effectively. Our approach is not about ticking boxes; it’s about making meaningful connections with the right listeners. Even with the world’s best creative, if it’s served to the wrong audience, it’s doomed to fail. Being completely independent allows us to work with every network and independent publisher or podcaster to find the best solutions for our clients," said van Dijk.

"Australia's podcast market is booming, with the biggest podcast listenership per capita globally, and a plethora of content. So there's a great opportunity for brands to take advantage of a medium with the most engaged audiences. There's a lack of time and attention given to both podcast plans and creative, resulting in unnecessary wastage. That's what EarMax is here to solve," said Maxwell.

Early successes of EarMax include campaigns for ANZ Bank and Explore Worldwide. ANZ Associate Director, Marketing, Bonny Cheng, said: "From day one, Ralph and Andy demonstrated a deep understanding of our target audience and podcast landscape. Their expertise in crafting compelling messaging and strategic placement ensured our podcast reached more of the right audience segments, leading to a notable increase in engagement and subscription rates. We're pleased with the outcomes achieved thus far and look forward to further collaboration to reach an even broader audience."