Pod Digital Media, a multicultural podcast agency network, secured the exclusive rights to podcast ad inventory from ESPAT TV, a premium gaming content provider. The deal includes 15 podcasts, such as "Enthusiast Gaming."
The agency targets podcasters with multicultural audiences and connects them with top advertisers, such as Universal, HBO, WE TV, Raycon and McDonald's. ESPAT TV is a production and content collective working with the gaming industry to develop commercials, television and brand integrated content.
Industry analysts believe the industry will generate $260 billion in revenue by 2025. In 2020, the gaming industry generated $155 billion in revenue, according to Investopia.
POD Digital claims the multicultural audience has a buying power of $3.4 trillion.
Gary Coichy, CEO-founder of Pod Digital Media, said the deal will "connect esports podcasters with the right advertisers." Given the popularity of esports, it also delivers a strong Gen Z demo.
Pod Digital Media’s current business is centered on direct ad insertion, host-read ads and custom branded content. Plus, it has some inventory dedicated to programmatic and a partnership with mobile ad tech company AdsWizz.
Citing Nielsen, PDM reports advertisers running upper-funnel campaigns through its network see up to 90% brand lift among their target audiences, Gary Coichy, Pod Digital Media’s CEO, told Ad Exchanger.
Pod Digital Media shows include "Angela Yee’s Lip Service," "The Brilliant Idiots" and "The Oprah Rose Show." The agency houses more than 400 podcasts, reaching primarily Black and Hispanic American audiences.
In November 2021, ESPAT TV announced a new partnership with New York-based cinema and sporting event ad firm Screenvision Media to produce and distribute gaming-related content across the company's "in-cinema and SV Sports networks." Screenvision serves almost 2,300 theaters (roughly 40% of theaters in the U.S.) through partners such as AMC Theaters, Marcus Theaters and Showcase Cinemas.