Crooked Media has partnered with Acast to monetise its podcasts internationally, enabling buyers in Canada, the UK, Ireland, Australia, and New Zealand 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 humour.
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 cover 12 countries offering 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% of respondents in Ireland, 33% in Canada, 31% in Australia, and 22% in Great Britain.
“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.”
Susie Warhurst, senior vice president of content at Acast added: “Crooked’s renowned programming has built a name for itself amongst listeners from around the world.”
“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.”