Acast, the world’s largest independent podcast company, announced the continued expansion of its self-serve podcast advertising platform with real-time campaign planning tools for both advertisers and podcasters.

This latest innovation from Acast focuses on improving efficiencies in the media planning process by allowing advertisers to see up-to-date inventory availability for host-read sponsorship campaigns. Through a new feature called Availability Calendar, advertisers can now see all of the host-read sponsorship inventory available across Acast’s entire marketplace at that exact moment as well as the price of each podcast to ensure that it fits their campaign budget. 

This increased transparency significantly reduces the time that it currently takes advertisers to plan and book host-read sponsorship campaigns as well as makes it easier to distribute ad spend across multiple podcasts at the same time.

These new tools also give podcasters more control over their monetization potential through the recently launched AdCollab feature. Within AdCollab creator portal, podcasters can now instantly see a list of all the brands interested in working with them. The portal also now enables podcasters to instantly accept or reject brand proposals and allows them to connect directly with advertisers to immediately begin planning the production. With this improved visibility, podcasters can easily identify and act on more opportunities to earn money and grow from their craft.

These real-time media planning and collaboration tools follow a series of innovations to Acast’s self-serve platform since launching last year. In June, Acast made host-read sponsorships available on the platform, which provided advertisers access to the largest marketplace of podcast influencers. Soon after, Acast announced AdCollab, which enabled advertiser and podcaster collaboration for the first time. AdCollab also introduced automation into the host-read sponsorship buying process and has effectively reduced the time to book host-read campaigns by 85%.

“In launching our self-serve advertising platform and bringing AdCollab to market, Acast has made it easier than ever to book and produce podcast advertising campaigns. Now, we are helping advertisers to improve the efficiency of their campaign planning,” said Senior Director of Product at Acast Milly Botes. “Globally, podcast ad spend is inadequately distributed to the largest shows, but by improving planning and discoverability tools for advertisers, Acast is increasing the scalability of their brand message while also making it possible for each of the more than 100,000 podcasters on Acast to earn money from their craft.”

This news comes on the heels of Acast’s third quarter earning results. Globally, Acast saw a 32% increase in net sales growth and celebrated the milestone of having paid more than $300 million directly to podcasters since 2014.

Since launching in November of last year, Acast’s self-serve podcast advertising platform has grown to service organizations of various sizes and industries, from small to medium sized businesses, to household brand names, and even to podcasters themselves. In that time, nearly 40% of advertisers booked repeat campaigns.

To begin booking your host-read sponsorship campaigns through Acast’s self-serve advertising platform, please visit: https://apply.selfserve.acast.com/apply.

Acast, the world’s largest independent podcast company, released the results of a new research study that shows podcasts are a highly trusted medium among US consumers. According to the study of US consumers, 64% of podcast listeners actively seek out podcasters and create time for their content – the most of any other tested media personality – making the time spent with podcasts highly engaging and intentional.

These findings come at a time when trust in the US media has hit an all time low, with half of Americans reported to believe that national news organizations deliberately mislead them, according to research from Gallup and the Knight Foundation. In this era of skepticism and misinformation, podcasters are emerging as the trustworthy figures of the media industry.

In fact, according to Acast’s research, half of podcast listeners trust podcasts, the most of any other tested medium. The second most trusted is YouTubers, with 44% of YouTube consumers saying they trust these media personalities. Notably, with YouTube emerging as a leading platform for podcast consumption, many of these sought-after YouTube personalities are also podcasters.

“Trust in US media has been deteriorating in recent years as a result of socio-political unrest and conflicting coverage by new outlets on the same events. As US consumer have lost confidence in traditional media, they have increasingly turned to podcasters as a source of truth,” said Acast Director of Research and Insights Tommy Walters. “During times of hardship and uncertainty – like the start of the pandemic and the beginning of the war in Ukraine – at Acast we have consistently seen audiences flock to podcasts for deep conversations and analysis over clickbait headlines. When it comes to product endorsements, we have also seen audiences be more trusting of podcaster recommendations than any other form of media.”

For advertisers, podcasting is ripe with opportunity as US consumers say they seek out podcasts above all other media personality types when looking for product endorsements. According to this study, 75% of podcast listeners say they have listened to a podcaster for a product endorsement, compared to the 62% of social media users who have sought out social media creators and just 55% cable viewers who have considered cable TV personalities.

Importantly, this study also revealed that podcasters give quality product and brand endorsements. According to the research, 73% of US consumers who have acted on a podcast endorsement said the podcaster gave a good endorsement and they were happy with what they received.

In a digital age where distractions are abundant and mindless scrolling prevails, podcasts have emerged as a beacon of authentic, motivational, and useful content and connection.

According to the latest data from Acast – Sounds Smart Asia 2023 – Singaporean consumers are turning to podcasts as their preferred media choice, positioning podcasts as the most influential media channel in the country.

Acast commissioned Attest to survey individuals in Singapore aged 18 or over, who regularly listen to podcasts at least once a week. The research was designed to replicate the focus of the 2022 study, delving into aspects such as podcast consumption, engagement, and receptivity, to provide an up-to-date outlook on the current podcast landscape.

Podcasts are part of daily routines: 93% of respondents in Singapore embrace podcasts in their daily routines.

Podcasts demand focus: When asked about focus while consuming various types of media, podcasts ranked at the top (72%), surpassing streaming TV (68%), and social media (64%).

Podcasts fuel minds: Over a third of respondents stated that podcasts are motivational, thought-provoking, and highly useful for learning. 95% of respondents stated that podcast discuss “things of interest.”

Podcasts positively impact brands: 74% of respondents agree that podcast advertising improves brand perception and 62% believe podcast advertising to be more influential than other media.

Podcast advertising drives consumer action: Over half of Singaporean podcast listeners admitted to making a purchase after hearing a product advertised on a podcast.

Podcasts offer authentic and trustworthy media: 86% of listeners regard podcast hosts as authentic and highly knowledgable, 66% of respondents trust podcast hosts to genuinely endorse brands, while 64% believe them to be more trustworthy than most people in the media.

Timi Siytangco, Key Account Director, International (Asia), said: “What every podcast listener has always known to be true is now unequivocal – podcasts are an effective, integral part of the media funnel. Their impact on consumers is unparalleled, presenting a game-changing opportunity for brands. In our study, conducted in 2022, we saw immense potential for podcasts, and now in 2023, it has become evident that podcasts are delivering on that promise.

To truly resonate with their audiences, brands must adopt a smart, tech-savvy approach to podcast advertising. Podcasts are a rare combination of measurable long-form storytelling. This opens up a unique opportunity for brands to use podcasts as a gateway to niche, engaged communities. A brand can flex their creative muscle while also leveraging industry-leading targeting and measurement features, all of which Acast can help with.”

Megan Davis, Managing Director, International at Acast, added: “Trust is crucial for any successful advertising campaign. It hinges on consumers’ belief in the brand, the product, and the advertising. Our results speak volumes, with 64% of respondents finding podcast hosts more trustworthy than most media figures. In my experience, this evidence alone underscores the significance of podcast advertising. Having partnered with leading brands like UOB, Glefiddich, Chanel, and Adyen, we eagerly anticipate witnessing more brands embracing the transformative potential of podcast advertising in Southeast Asia.”

Acast, the world’s largest independent podcast company, announced Reprise, the clean, plant-based activewear brand, the winner of its “Pod Power-Up” campaign announced earlier this year.

The campaign, which was launched during Small Business Month, was created to give small businesses based in the US the chance to win a fully paid-for-podcast advertising campaign worth over $100,000 using Acast’s self-serve podcast ad platform.

Reprise was selected from more than a hundred applicants due to the brand’s commitment to creating clothing entirely from sustainably sourced materials. Reprise is leading the clean fashion movement by creating an entirely new category of natural apparel that’s made from plants. The brand creates its materials without toxic chemicals and is forging a new conversation in the fashion industry that challenges consumers and manufacturers to consider clothing as skincare.

“We knew that podcast advertising would give a new voice to Reprise and the sustainable fashion space. What we didn’t know was just how accessible it would be for a small brand like ours until we worked with Acast. Their ad platform makes it simple to set up a podcast campaign and get our message heard across a huge network of shows,” said Reprise Founder Mary Bemis.

The Reprise campaign launched in August and included pre-recorded audio ads targeting US-based female podcast listeners across shows in the Health and Wellness, Lifestyle, Sustainability, as well as Sport and Activity categories.

“Since launching the self-serve advertising platform late last year, we’ve seen massive interest and return investments from advertisers of all kinds around the world,” said Global Vice President of Marketing at Acast Pat Butkus. “From day one, a primary goal of the platform has been to make podcast advertising more accessible to small businesses and buyers of any sized budgets. The ‘Pod Power-Up’ campaign and this resulting work with Reprise is testament to Acast’s mission to democratize the podcast advertising space.”

Since launching in November of last year, Acast’s self-serve podcast advertising platform has grown to service organizations of various sizes and industries, from small and medium sized businesses, to household brand names, to major agencies, and even to podcasters themselves. In the first few months of launch, hundreds of brands booked campaigns and nearly 40% of advertisers booked repeat campaigns.

Acast, the world’s largest independent podcast company, announced a massive boost to its US leadership team and Advisory Board. The news comes on the heels of Acast’s second quarter earnings results, which posted 31% net sales growth in North America. The regional success and now team growth underlines Acast’s continued commitment to the valuable US podcasting market.

In an expansion of its C-suite, Acast has selected Greg Glenday, a 25 year veteran of the media industry, as Chief Business Officer for the global organization. Glenday is the former CEO at Lightbox Video Network, the leading digital out-of-home video network. In this role, he led an aggressive transformation that included a complete rebrand, tech innovation, record revenue, and ultimately an acquisition.

Prior to Lighbox, Glendale spend more than two decades working in various leadership roles across media, with a focus on audio, including Global Chief Revenue Officer for Shazam, the beloved music app acquired by Apple; the same role for digital high impact ad network, Undertone; and founder and President of iHeartMedia’s award winning Connections division, focused on strategic creative partnerships with the largest brands in the world. In this new role with Acast, Glendale will lead the business’s global revenue and strategic growth in key markets.

“I am a fervent believer in podcasting, and I’m convinced many still underestimate the potential for the space. Changes to media spend always lag behind consumption and attention, and smart brands value both context and relevance in addition to adtech efficiencies. Acast is the undisputed leader in first-to-market innovations, audience targeting solutions, and creative campaigns. We are the best place for brands to participate in the conversations shaping ever piece of global culture, at scale – which is the goal of every marketer in the world,” said Greg Glenday, Chief Business Office at Acast.

“Already in my role I have found that in every corner of the globe there are ambitious, creative, talented Casters making their mark on the industry. That culture is exactly why Acast is the perfect destination for this step in my career. I’m looking forward to working with both podcast creators and marketers to unlock more value from the art of storytelling.”

Acast has also tapped Spotify’s Ricardo Neto as Vice President of Sales in the US. Neto will oversee the region’s sales divisions. Neto joins the Acast team with nearly twenty tears of experience across music, internet publishing, and online audio and video media. Most recently, he spent five years as the Director of Client Partnerships at Spotify where he was responsible for coaching the national sales team. In this role, Neto drove more than $100 million in revenue through partnerships with major retail brands including Walmart, The Home Depot, CVS, and many more.

In further growth of its US sales team, Acast has promoted Gabriella Gregoris to Group Business Director of National Performance where she oversees a team responsible for clients in the direct response category. Gregory’s has spent nearly seven years with Acast, experiencing a series of promotions through the sales team in that time and has demonstrated her expertise in performance marketing.

Leading the US team through these changes is Tiffany Ashitey, who has been elevated from Acast Creator Network Director to Interim US Managing Director. In her nearly three years with Acast, Ashitey has played an intrigue role in major talent and industry partnership signings including comedian Marc Maron, actress Anna Faris, and President Barack and Mrs. Michelle Obama’s media company Higher Ground.

In addition to these internal leadership changes, Acast has also named Stephen Smyk to its Advisory Board in the US. Smyk joins the board with over two decades of performance marketing experiences. He spent more than 16 years as the CEO of Performance Bridge, until it was acquired by Veritone One where he remained a key part of the leadership team for more than five years.

“The US remains a key market for Acast’s continued dominance in the global podcasting industry. This evolution of our team is a pivotal part in this next chapter for the Acast brand and will play a key role in our path to profitability,” said Acast CEO Ross Adams.

Acast, the world’s largest independent podcast platform, announced the launch of AdCollab, which enables podcast hosts and potential advertisers to collaborate in real-time to create host-read sponsorships. The new product simplifies the podcast host-read sponsorship buying process for podcasters, advertisers, and sales teams alike, while driving scale and efficiency in host-read advertising.

Advertisers can use AdCollab to easily work with multiple podcasters from around the Acast Creator Network simultaneously, maximizing their reach and impact. This enables advertisers to directly connect with the biggest titles in podcasting globally, including WTF with Marc Maron; Shagged, Married, Annoyed; The Higher Ground Network, and more.

For podcasters, AdCollab greatly reduces the amount of back and forth with sales teams and advertisers, allowing them to focus their time on creating great content that grows their listenership, and revenue.

“Empowering podcasters to create, and to earn money from that craft is a laser focus for us at Acast” said Richard Jenkins, Product Manager at Acast. “However, the process of crafting sponsorship reads has often been time-consuming and limited in scalability. We’ve developed a product to streamline the collaboration between podcasters and advertisers, while ensuring we maintain authentic and engaging ad experiences for listeners. It’s increasing efficiency, creativity, and ultimately revenue potential for content creators and brands alike.”

Since April, Acast has been beta testing AdCollab with podcasters and advertisers throughout the US, UK, and Sweden. Early results of this testing showed improved efficiency in booking campaigns and a simplified podcast sponsorship buying process. In fact, these initial tests, time to book a host-read campaign was reduced by more than 85%.

“Host-read ads have been a part of Pantsuit Politics since the very beginning and it’s become a fixture of the content that the audience expects as a way to learn more about the products and services that hosts Sarah Holland and Beth Silvers recommend. But the admin for one sponsorship previously took away valuable time from actually making the podcast,” said Maggie Penton, Community Manager for the Pantsuit Politics podcast.

“Now, with AdCollab’s streamlined process, we not only have more time to focus on Pantsuit Politics, but we also have the ability to work with more brands that listeners will love and that will increase the show’s monetization potential – which we also love.”

The news of AdCollab comes on the heels of Acast’s recent launch of sponsorships on its self-serve advertising platform. As macro economic challenges persist and media buyers are under greater pressure than ever before to deliver efficient, scaleable buys that deliver the highest possible returns, Acast continues to innovate and develop products that address these needs and creates seamless buying routes.

In parallel, as Goldman Sachs anticipates that the global creator community is poised to near half a trillion dollars in value by 2027, Acast’s innovations create more opportunities for more podcasters to earn money from their craft. In fact, since launching in 2024, Acast has paid more than a quarter of a billion dollars directly into the pockets of its creators.

“The podcast industry was built on host-read sponsorships and at Acast, we have spent the past decade creating tools that simultaneously enable podcasters to profit from their craft and brands to increase their ROI through this advertising format, all while providing a seamless experience for listeners. AdCollab is indicative of that evolution and Acast’s vision for the long tail of podcast monetization and campaign performance,” said Acast Chief Product Officer Matt Macdonald.