The Brand team have recently worked with Publicis on audio guidelines and podcasts were considered in this work. A key slide from the guidelines (see below) shows that consumers rarely stream podcasts from websites, preferring to consume via a podcast platform

As the guidance from Publicis is to direct consumers to the platform when they usually consume their podcast, embedding podcasts into Ireland.com is not an option due to consent and performance issues

On the Italian site we have included the podcasts adjacent to the relevant content, such as on the Irish week page, using the standard tout and this is our preferred way of promotion

Podcast links should be placed towards the end of the page with the rationale that we need to give consumers time to read and digest content on a page before they dive off to a 3rd party site to download or consume the podcast