AdsWizz Launches Podcast Marketplace PodWave

AdsWizz, an ad tech company for digital audio, launched of an ad marketplace designed for podcasts called PodWave today.

The marketplace will allow premium publishers access to ad content, and advertisers easier access to the audiences and metrics of podcasts.

Podcasts have taken off in popularity on both sides of the microphone. Podcasters can cheaply produce interesting content and deliver it to various digital stores; listeners can stream or download episodes easily. Some 56 million Americans listen to podcasts every month, according to Edison Research.

NPR and PBS’ sponsorship sales team, National Public Media (NPM) will be working with AdsWizz to drive sales of PodWave’s inventory.

“Through the PodWave network, advertisers can easily achieve targeted scale across a broad slice of the commercial podcast market,” stated NPM’s SVP of spot sales Jamie Kriegel.

PodWave can deliver ads based on user locations, listening devices, and demographic categories. NPM will provide creative production services to advertisers, making the messaging format consistent within individual podcasts.

AdsWizz launched a linear audio ad product called AdWave three years ago, which has since grown to offer ad impressions in 37 different countries.

Alexis van de Wyer, AdsWizz CEO, stated the company hoped to grow PodWave to this scale. “NPM has a long, successful track record developing podcast messaging for sponsors that fit the unique ‘tonality’ of spoken word content while still providing results.”

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