This story was first published by Digiday sibling Modern Retail.
With fierce competition moving in from bigger companies, brands are trying to calibrate their podcast advertising strategy to fit today’s listener habits.
Acast, a podcast monetization company whose network includes popular shows like “The Adam Buxton Podcast” and “WTF with Marc Maron,” saw its sales grow 41% in the third quarter. “And that’s all new advertisers or bigger advertisers coming on board,” he said. “What I’ve been trying to do is bring in big advertisers, like the Capital Ones and the Coca-Colas,” said Greg Glenday, CEO of Acast.
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