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Media Partner Spotlight - Acast Pioneers Dynamic Sponsorship in Podcasts

Acast is at the forefront of the digital audio revolution in the UK, gradually building out a huge network of podcasts and developing their advertising proposition through a variety of fully integrated ad formats, with focus on building out their host-read features. Their recently announced format, Dynamic Sponsorship, in partnership with A Million Ads, is a 90” in-podcast host-read which is personalised to individual users based on their location, device type, or the podcast genre, with test and learn opportunities.

Dynamic Sponsorship allows for a level of personalisation not seen before in the podcast space. The partnership combines A Million Ads’ expertise in audio personalisation with Acast’s unparalleled podcast offering, resulting in a completely new proposition that we and our clients should be very excited about!

Location personalisation will unlock targeting from regional-level down to 3-character postcodes, whilst genre personalisation will allow brands to reach their target audience in the most contextually relevant environments. Acast’s integration with Podsights last year means brands can measure and attribute post-listen actions in a bid to tie digital audio to DR.

We have recently worked on a successful in-podcast host read sponsorship with Hilton, and with this new format we could elevate this type of work with more personalised targeting by ringfencing listeners within a certain radius to chosen hotels, for example. Opportunities exist for retail clients to utilise the format during sales periods to capitalise on high street footfall. Watch this space for Acast’s personalisation development as advertisers begin to test the proposition.

Contact uk-media-planning&[email protected] for more information.