Both organisations are committed to expanding the horizons of podcast advertising, nurturing industry advancement, upholding brand integrity, and providing significant benefits to advertisers and listeners alike.
Acast, a company that provides hosting, monetisation and growth support for podcasts, and podcast advertising solutions for brands and media agencies, and a podcast and digital audio network Next Broadcast Media (NBM) have forged a strategic partnership, in a bid to enhance podcast monetisation, streamline advertising efficiency, and fortify brand safety measures in the region, according to a report by Campaign Middle East.
This collaboration leverages Acast’s extensive podcast inventory and NBM’s local expertise in the audio advertising landscape. Acast will spearhead international advertising initiatives internally while collaborating with NBM to amplify local advertising procurement programmatically.
Acast, renowned for curating a diverse array of podcasts encompassing independent content and productions from studios like Sowt and Pineapple Audio Production, as well as global networks such as the BBC and The Guardian, is poised to tap into NBM’s established presence in the region to bolster content monetisation.
Speaking about the significance of the partnership, Megan Davies, Managing Director, International at Acast, said: “NBM’s entrenched presence in the MENA market and their extensive relationships with advertisers make them an invaluable partner. As we’ve amassed a rich portfolio of content with a rapidly growing MENA listenership, this partnership becomes essential to ensure the optimal monetisation of our content.”
Adel Saadi, Co-Founder of NBM, echoed the sentiment, highlighting the untapped potential of the MENA region’s podcast advertising market, estimated at $6bn. Saadi expressed enthusiasm about partnering with Acast to expand ad sales offerings and provide brands with quality audio advertising solutions, emphasizing NBM’s commitment to brand safety and audience access.
Saadi stated: “We’ve worked hard to make NBM the place businesses can come to for all audio advertising needs, including assurance on brand safety and access to audiences. And this partnership is a core component to helping brands realize the power of audio.”
With a shared goal of pushing the boundaries of podcast advertising, fostering industry growth, ensuring brand safety, and delivering value to advertisers and audiences alike, Acast and NBM are poised to reshape the landscape of audio advertising in the region.
