Acast launches a UK consortium dedicated to advancing the podcasting industry, promoting trusted audio journalism and encouraging healthy debate.

Publishers in Podcasting (PiP) is the very first membership consortium of its kind. Bringing together some of the most influential publishers in the UK, the purpose is to use members’ collective experience and trust to progress the podcast industry for common good. By sharing information, experience and expertise, the consortium will aim to continue further the power of the podcasting industry for publishers, advertisers and listeners alike.

Acast, the world’s largest independent podcast platform, has a long history of working closely with household-name publishers. Since 2014, the company has hosted and monetised global publishing powerhouses, including podcast networks from The Economist, The Guardian, and the BBC. With such a pedigree of premium publishers, Acast provides advertisers access to the highest-quality content, the most financially-secure audiences, with the most significant scale, through the most relevant stories.

Alongside Acast, members of Publishers in Podcasting will be; The Economist, The FT, The Guardian, News Broadcasting and Tortoise Media. This core membership will be the foundation for Publishers in Podcasting, with the scope to expand as the consortium, develops.

The consortium will aim to share ideas, celebrate success, overcome challenges and develop standards across the publishing podcast industry in the UK. One of the most extensive outputs from publisher podcast networks is news podcasts. There is a growing demand for trusted news sources, and this has led to an increase in the popularity of news podcasts. Acast has seen an 18% growth in listens across UK publishers in the last two years, and 1 in five news podcast listeners say they use podcasts as their primary news source. One of the first topics the consortium will approach is how to continue that growth.

Alexandra Fuller, Senior Partnerships Manager for Publishers, Acast: “For the first time, the UK’s biggest publisher podcast networks are coming together alongside Acast to discuss the biggest topics in podcasting. This is a seminal moment and proves that the power of podcasting can bring leaders together to outline the next steps for growth in our industry. We’ll aim to meet each challenge collectively and work together to further establish podcasting as one of the most trusted news sources for listeners and advertisers.”

For more information on getting involved, visit Publishers In Podcasting or Advertise.Acast.com

Acast, the world’s largest independent podcast company, is pleased to announce updates to its sales team in Australia and New Zealand.

To address the increased and evolving demand of the AUNZ podcast sales market, former Group Sales Leads Kate Digby, Teresa Ly, and Brice Crosswell have been promoted to Group Business Directors. Their teams are responsible for bringing global advertisers to the Acast Marketplace and delivering high-impact, integrated branded content partnerships, utilizing the latest ad-tech and programmatic advertising.

Additionally, Ciaran Tobin has been promoted to Key Account Director, Independent Agencies from his previous role as Senior Account Manager. Ciaran and his future team will service the increased demand Acast is seeing from independent agencies nationally.

“We are so pleased to promote Kate, Teresa, Bryce, and Ciaran to their new roles. They are hands down some of the most knowledgable, creative and hardest workers in podcasting,” said Henrik Isaksson, Managing Director for Acast in Australia and New Zealand. “Acast’s ad techie best in class – and the momentum of our local team is incredible to see. We believe in promoting talent from within and reimagining organizational roles to meet market demand. The promotions in the team will enable us to further expand our offering to podcasters, publishers and advertisers and support wider development as podcast advertisers increase demand for innovative and seamless solutions in our region.”

As Acast continues to grow its share in Australia and New Zealand, the region remains a top priority for the company and its stakeholders. The newly announced positions within the sales team reflect Acast’s ongoing commitment to that growth and to meeting the evolving demands of the market for advertisers and podcasters alike.

 

Acast, the world’s largest independent podcast company, launched Audience Segments on its self-serve advertising platform. The new capability enables advertisers booking campaigns through the self-serve platform to target listeners based on Nielsen Audience Segments across Acast’s more than 92,000 podcasts.

Available now to advertisers in the US, Canada, and Australia, Audience Segments marks Acast’s commitment to democratizing the podcast advertising industry by brining professional-level features to brands of all sizes and levels of the podcast buying experience.

“We built our self-serve advertising platform as a response to the market demand from advertisers and have continued to innovate in ways that keep their needs central to the product,” said Niklas Lagerberg, Product Manager at Acast. 

“We’ve seen not just more advertisers, but more experienced advertisers booking podcast campaigns through the self-serve platform. These seasoned marketers expect the same experience that they receive when working with the Acast sales team: efficient buying and accurate audience targeting at scale. Audience Segments brings this first-class experience to the self-serve platform by enabling more accurate audience targeting at the moment of ad injection.”

Acast introduced its self-serve advertising platform in November of last year and since launch, the platform has continued to expand to fit the needs of its growing client base. Throughout that growth, Acast has worked with advertisers of varying sizes and levels of expertise in podcast advertising to meet needs across the marketing funnel. From small and medium sized businesses eager to increase brand awareness to household name brands leveraging podcasts to drive purchases, Acast’s self-serve advertising platform has proved to be a valuable marketing tool.

One of those brands to leverage Acast’s self-serve advertising platform was Tortoise Media, which booked a campaign to promote their own slate of podcasts across content categories including the Curious Thinkers collection as well as News and Politics.

“As a media brand, we know podcast advertising would be a seamless inclusion to our media mix. What we didn’t know was just how easy Acast’s self-serve platform would be to book the campaign, identify our target audiences, and measure the results,” said Claudia Collins, Head of Marketing and Membership at Tortoise Media. “Even though we were booking our own campaign, the Acast team was there to answer any questions we had so we never felt alone in the process.”

Previously, advertisers booking campaigns through Acast’s self-serve platform could only target podcasts by listener demographics, location, and show content category. Leveraging Nielsen Audience Segments and extensive insights, Acast’s Audience Segments targeting feature provides an extra layer of intelligence to its self-serve platform. This effectively enables brands to target listeners within specific segment categories including Business Leaders, High Income Earners, Tech Enthusiasts, Travelers, Parents, Pet Owners, and more.

Similarly to working with a dedicated sales team, Acast’s self-serve advertising platform allows advertisers to effectively measure their campaign performance at every step of the conversion funnel. Acast works with third party vendors including Podsights, ArtsAI, Claritas, Veritonic, and others to enable pixel-based solutions for impression tracking, verification, brand uplift, attribution, and more.

Acast, the world’s largest independent podcast company, released Acast, the world’s largest independent podcast company, released new research of frequent podcast listeners throughout the US and Canada.

According to the study, these highly engaged audiences are extremely valuable for advertisers, with 95% of the US podcast listeners saying that they have taken action as a result of podcast advertising. Of those US respondents who said they frequently listen to podcast ads, 97% have taken action following exposure to a podcast ad. Among Canadian listeners, 88% of responders said they have taken action as a result of podcast advertising, and 91% of frequent listeners reported the same.

As podcast advertising continues to grow globally, the U.S market alone is slated to eclipse $4 billion in value by next year Concurrently, recent Acast research discovered that 65% of US marketers expect to increase their marketing spend on podcasts and, when considering marketers who have previously purchased podcast ads, 83% expect to increase their spend on the medium year-on-year. As advertisers continue to increase their investments in podcasts, understanding the audiences that drive action is necessary to seeing the greatest return on they ad spend.

“With tightened media budget this year, buyers need to be putting their dollars into the attention economy if they want to see any kind of return on their investments, Podcasts have the most highly engaged audiences of any medium out there, making them the most dominant force in the attention economy,” said Acast Director of Sales and Brand Partnerships in the U.S. Christiana Brenton. “This new Acast research is key for advertisers to understand the purchase behaviors of these highly valuable podcast audiences across North America.”

Driving this effectiveness of these highly engaged audiences is the intimate relationship formed between podcasters and their listeners. According to the research, 82% of US podcast listeners and 66% of Canadian podcast listeners agree that listening to ads is a way to support their favorite podcasters. The study also found that listeners who said their favorite podcasters feel like their friends, which was 77% of US respondents and 55% of Canadian respondents, are far more likely to listen to ads all of the time.

“The podcast advertising industry is continuing to experience growth as media buyers better recognize the effectiveness of the medium for their brand message. Understanding the unique relationship between podcast audiences and the content they consume through research and insights like this is vital to the success of advertisers in the space,” said Acast Managing Director, Canada, Heather Gordon.

These relationships also extend beyond podcasts and into other forms of media. In this study, 82% of US podcast listeners and 67% of Canadian listeners said they follow a podcaster in social media, creating more opportunities for brands to engage with these audiences.

This news comes on the heels of Acast’s announcement to launch https://acast.com/blog/jessi-cruickshank-announces-debut-podcast-phone-a-friend-with-acast Canadian media personality Jessi Cruickshank’s debut podcast Phone a Friend with Jessi Cruikshank. At launch, Cruikshank’s podcast will feature celebrity guests including Schitt’s Creek’s Dan Levy and major brand partners like Peloton.

Acast, the world’s largest independent podcast company, has announced the addition of Keyword Targeting to the Acast Marketplace, unlocking more contextual opportunities for advertisers and increased revenue for creators. The new proprietary capability follows Acast’s launch of Conversational Targeting earlier this year and is the second of several books to be released from the suite.

Despite macroeconomic uncertainties and shrinking marketing budgets globally, podcast advertising remains a growing industry and is still forecasted to surpass $4 billion in value by 2024 in the U.S. alone. With advertisers continuing to flock to the space, Acast’s insights and innovation-led approach creates opportunities for brands to scale their messages across its network of 88,000 shows.

Now with Keyword Targeting, advertisers can align their message with the most contextually relevant content spoken being about within an episode. This significantly increases targeting relevance, reduces wastage, and results in a more contextually relevant advertising experience for listeners.

Take for example, a guest and host of a comedy podcast record an episode about cooking disasters in the kitchen. By using advanced speech-to-text transcription technology combined with artificial intelligence and natural language processing, Acast can now identify key words and phrases spoken within that episode. This effectively enables an advertiser, for say, a new cookbook or perhaps kitchenware utensils, to reach new audiences by targeting contextually relevant conversations within shows that may be from a completely unrelated category.

Not only does Keyword Targeting enable more precise, privacy-safe targeting than ever before for brands, as the technology evolves it will be further incorporated into Acast’s existing brand safety capabilities.

“We’re on a mission to ensure advertisers can be as contextually relevant – and effective – as possible in podcasting. With Keyword Targeting brands can be part of the immediate conversation, whether that’s a minor calendar event, breaking news story, or even something as quirky as an interviewee’s favorite meal,” said Chris Wistow, Acast VP of Advertising Product. “Furthermore, Acast podcasters of all sizes will benefit, with Keyword Targeting surfacing new shows to advertisers who might previously have made decisions based on podcast category alone.”

As the latest development in Acast’s mission to revolutionize controversial targeting in podcast advertising, Keyword Targeting can be bought either directly or programmatically. Both Keyword Targeting and IAB Category Targeting, which launched earlier this year and enables advertisers to target on the episode level, are now available in English, Spanish, French, German, Italian, and Dutch, with more languages to be added in the near future.

Acast is a global leader in podcast advertising the works with more than 2,400 advertisers each year. Some of the biggest brands partnering with Acast include Amazon, State Farm, Macy’s Ikea, Klarna, Alta, and more.