• by Fern Siegel , June 26, 2023

Pocast company Acast has launched host-read sponsorships on its self-serve podcast ad platform.

Since launching in November, the platform lets advertisers buy pre-recorded audio ad spots. Now, they can buy host-read sponsorships baked into the podcast episode on the same automated platform.

Advertisers can use the platform to buy sponsorships across Acast’s Marketplace, including some of the major titles in podcasting, such as "WTF with Marc Maron," "Sh**ged" and "Married, Annoyed."

By leveraging AI, the platform enables advertisers to discover podcasts they haven’t considered, allowing them to connect with relevant audiences within their budget.

Acast product manager Niklas Lagerberg said: “By opening up sponsorships in our self-serve advertising platform, Acast has created even more opportunities for advertisers of all sizes to reach high-value podcast audiences. We’re making it easier than ever for advertisers to tap into podcast influencers across all genres and parts of the globe, while also ensuring more money flows to more creators of all sizes.”

A company study found that 62% of listeners said they had made a purchase after hearing a host-read sponsorship, while 72% said they visited an advertiser’s website after hearing a host-read sponsorship.

Previously, the platform only allowed media buyers to book pre-recorded podcast ad campaigns. Now, with sponsorships, advertisers can book campaigns with longer editorialized messages usually read by the podcasters at the same scale.