Crooked Media has partnered with Acast to monetise its podcasts internationally, enabling buyers in Australia and New Zealand as well as Canada, the UK, and Ireland, to advertise across its programming and reach audiences in these regions for the first time.
Advertisers in the markets will be able to purchase inventory across Crooked shows including Pod Save America, Lovett or Leave It, and Pod Save The World to start.
The partnership stems from the international popularity that Crooked has amassed as listeners around the world have looked to shows like Pod Save America for its deep insight, analysis, and humor.
“We’ve been able to build great relationships with advertisers through our honest and sometimes ridiculous host read spots, with many of those sponsors with us since we founded the company,” said Joel Fowler, VP of commercial marketing and creative strategy at Crooked Media.
“We’re thrilled to be working with Acast, who have such a great foothold on the audio space around the world, to bring Crooked to more partners.”
Crooked joins a growing number of publishers, networks, and media companies using Acast to monetise podcast programming outside of its country of origin, including Vice, BBC, PBS NewsHour, CBC, A+E Networks, The Guardian, and others.
Acast’s global sales footprint in 12 countries uniquely offers publishers the ability to monetise their entire global podcast audiences across markets easily. The opportunity in podcasts for advertisers worldwide is massive and growing.
Research this year from the Reuters Institute for the Study of Journalism found that around the world, high proportions of the population are listening to podcasts each month, including 41 per cent of respondents in Ireland, 33 per cent in Canada, 31 per cent in Australia, and 22 per cent in Great Britain.
“Crooked’s renowned programming has built a name for itself amongst listeners from around the world,” said Susie Warhurst, senior vice president of content at Acast.
“There’s tremendous, untapped potential for US publishers and indie shows to monetise their global podcast inventory, and it comes down to choosing the right podcasting partner. At Acast we see a huge demand and opportunity for international buyers to harness premium, valuable US podcast content with cross-market audiences — driving clear returns for local and global brands alike.”
Buyers in the UK, Ireland, Canada, Australia, and New Zealand can purchase across Crooked’s inventory immediately by reaching the Acast sales team at email@example.com.
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