Acast has launched host-read sponsorships on its self-serve podcast advertising platform, allowing advertisers globally to book sponsorship campaigns read by podcast hosts themselves.
The news makes Acast the largest podcast network to offer an option for self-service browsing of podcast sponsorships. It also enables advertisers to use the self-serve platform to buy sponsorships from across Acast’s Marketplace.
Traditionally, podcast sponsorships have been bought manually through an ad sales representative or through the podcaster directly. Acast’s self-serve advertising platform introduces automation into the discovery and buying processes to help media buyers make more efficient and accurate investments in podcasting.
By leveraging AI, the platform also enables advertisers to discover podcasts they may never have considered before, effectively reducing bias in media buying and enabling advertisers to connect with the most relevant audiences for their message and budget. Advertisers using the platform experience transparency into each buy that will enable them to make the most informed, data-driven decisions based on pricing, audience insights, and more.
Acast product manager Niklas Lagerberg said host-read sponsorships are what makes podcast advertising so special and they’re the ultimate personal endorsement for advertisers because podcast listeners have such a deep, intimate connection with the creators they love and truly value their recommendations.
“By opening up sponsorships in our self-serve advertising platform, Acast has created even more opportunities for advertisers of all sizes to reach high-value podcast audiences in the way that our medium has become so famous for," said Lagerberg.
"From major names like Peter Crouch and Paige DeSorbo, to niche shows with loyal fans, we’re making it easier than ever for advertisers to tap into podcast influencers across all genres and parts of the globe, while also ensuring more money flows to more creators of all sizes.”
Acast MD for Australia & New Zealand, Henrik Isaksson, said not only does this launch provide new pathways for advertisers to hit target audiences, it’s also yet another step in Acast's mission to put money back in the hands of creators.
"We’re passionate about democratising access for podcasts and helping the creator economy grow, and host-read sponsorships have a dual benefit for both creators and advertisers alike," he said.
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