iHeartMedia Expands Branded Podcast Studio as Demand Grows

RADIO ONLINE | Thursday, May 11, 2023

Ruby

iHeartMedia launches Ruby, the first dedicated team of its kind from a major media company committed entirely to the production, sales and marketing of branded podcasts. The launch of Ruby represents an expanded commitment to one of the company's most premium products allowing advertisers to engage audiences with creative, long-form native content.

Ruby creates holistic podcast concepts that resonate with targeted audiences. The audio studio has partnered with a distinguished catalog of host talent -- both big and small across all industries including "Saturday Night Live" cast member and co-host of the hit "Las Culturistas," Bowen Yang, "Good Morning America" co-host Robin Roberts, Malcolm Gladwell, Betty Who and Adam Devine of "Pitch Perfect" and "Workaholics" fame.

Ruby's branded podcasts allow advertisers and their brand partners to spend upwards of 30-45 minutes with their target audience in a unique environment, with opportunities for storytelling that are not possible anywhere else in their media mix including social video. With distribution across the iHeartRadio app and all other major platforms, native podcasts from Ruby connect brands to audiences by translating brand messaging, products and services into original and engaging stories that audiences love.

"Audio creates a relationship with consumers that no other marketing medium can compete with. When speaking directly to listeners, brands command a level of intimacy and authenticity that shifts perceptions and changes what's possible," said iHeartMedia CMO Gayle Troberman. "According to Magna, podcasting ad spending is on track to grow 16 percent this year, 4x the overall market. And with over 80 percent of our branded podcast clients renewing for multiple seasons, it's evident the advertisers and audience's appetite continues to grow. Ruby will ensure that current and future clients will be able to harness iHeartMedia's powerful platform, scale and proven expertise to tell meaningful stories."

iHeartMedia's Ruby studio kicked off this year by collaborating with Intuit Quickbooks on "Mind The Business: Small Business Success Stories." Hosted by Jannese Torres (Yo Quiero Dinero) and Austin Hankwitz (Rate of Return), the podcast reveals the stories of small business owners managing the ups and downs of starting and growing their businesses. Already charting in multiple categories, the podcast debuts alongside renewed seasons of popular podcasts from T-Mobile, Salesforce, IBM and Mattress Firm.

"iHeartMedia's Ruby team is creative, collaborative and delivers a turnkey audio product that enables new avenues for us to connect consumers with our brand," said Mattress Firm Chief Marketing and Experience Officer Mickey Mericle.