DAX, Global’s digital audio ad platform, has this week signed a podcast deal with Endemol Shine Group, allowing for the programmatic delivery of brand messages or host-read ads and content sponsorship.
The two-year deal sees DAX appointed as the exclusive advertising sales partner for the new commercial podcast portfolio, which includes its debut podcast, The Birthday Game, hosted by Richard Osman.
“At DAX, we are delighted to announce our exclusive podcast partnership with Endemol Shine, upon their first move into audio entertainment,” said Ollie Deane, director of commercial digital at Global.
“Endemol joins other leading content creators such as ITV, Sky and Dennis, with its move into the digital audio space. In the UK, nine million people now listen to podcasts every week and many of these can now be reached through DAX – which is great news for brands and advertisers looking to tap into the many opportunities digital audio can offer.”
85% of UK advertisers are planning to increase their investment in digital audio over the next 12 months, according to a recent report by DAX.
According to The Rise of Digital Audio Advertising report – conducted by research firm MTM – 78% of 215 senior and mid-level executives from UK media agencies and brand owners said they planned to increase spend across music and digital radio this year.
Meanwhile, three quarters plan to increase spend across podcasts.
Commenting on today’s news, Wim Ponnet, chief strategy & commercial officer, Endemol Shine Group added: “As a Group we continue to deliver entertainment to our audiences across multiple platforms and with the importance of audio on mobile, podcasts are a great outlet for storytelling and an important platform for our creative output. We’re delighted to announce this exclusive partnership with DAX to help us commercialise our podcasts.”
Publishers brands with inventory on DAX now include ITV, SoundCloud, Sky, talkSPORT and Global’s owned and operated radio brands.
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