Crooked Media has partnered with Acast to monetize its podcasts internationally. The move would enabling ad buyers to reach English-speaking listeners in Canada, the U.K., Ireland, Australia, and New Zealand for the first time on Crooked Media shows like Pod Save America and Pod Save The World.
“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.”
Acast already operates offices in Canada, the U.K., Ireland, and Australia, making it an easy move to sell marketers in those countries avails on Crooked Media shows.
“There’s tremendous, untapped potential for U.S. publishers and indie shows to monetize their global podcast inventory,” said Susie Warhurst, Senior VP of Content at Acast. "We see a huge demand and opportunity for international buyers to harness premium, valuable U.S. podcast content with cross-market audiences — driving clear returns for local and global brands alike.”
Crooked joins a growing number of publishers, networks, and media companies using Acast to monetize podcast programming outside of its country of origin, including Vice, BBC, PBS NewsHour, CBC, A+E Networks, and The Guardian, among others. Acast’s global sales footprint in 12 countries – including the U.S – is one of the ways the company is attracting podcasters’ business.
Research released from the Reuters Institute in June 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.