Acast Brings Real-Time Planning to Podcast Advertising

RADIO ONLINE | Thursday, November 9, 2023 | 3:42pm CT

Acast

Acast continues to expand its self-serve podcast advertising platform with real-time campaign planning tools for both advertisers and podcasters. The latest move from Acast focuses on improving efficiencies in the media planning process by allowing advertisers to see up-to-date inventory availability for host-read sponsorship campaigns.

Through a new feature called Availability Calendar, advertisers can now see all of the host-read sponsorship inventory available across Acast's entire marketplace at that exact moment as well as the price of each podcast to ensure that it fits their campaign budget. This increased transparency significantly reduces the time that it currently takes advertisers to plan and book host-read sponsorship campaigns as well as makes it easier to distribute ad spend across multiple podcasts at the same time.

These new tools also give podcasters more control over their monetization potential through the recently launched AdCollab feature. Within the AdCollab creator portal, podcasters can now instantly see a list of all of the brands that are interested in working with them. The portal also now enables podcasters to instantly accept or reject brand proposals and allows them to connect directly with advertisers to immediately begin planning the production.

These real-time media planning and collaboration tools follow a series of updates to Acast's self-serve advertising platform since launching last year. In June, Acast made host-read sponsorships available on the platform, which provided advertisers access to its marketplace of podcast influencers. Soon after, Acast announced AdCollab, which enabled advertiser and podcaster collaboration for the first time. AdCollab also introduced automation into the host-read sponsorship buying process and has effectively reduced the time to book host-read campaigns by 85%.

"In launching our self-serve advertising platform and bringing AdCollab to market, Acast has made it easier than ever to book and produce podcast advertising campaigns. Now, we are helping advertisers to improve the efficiency of their campaign planning," said Acast Senior Director of Product at Milly Botes. "Globally, podcast ad spend is inadequately distributed to the largest shows, but by improving planning and discoverability tools for advertisers, Acast is increasing the scalability of their brand message while also making it possible for each of the more than 100,000 podcasters on Acast to earn money from their craft."

For more information about booking your host-read sponsorship campaigns through Acast's self-serve advertising platform, visit here.