My Favorite Murder, Oprah’s SuperSoul Conversations, The Bill Simmons Podcast and Freakonomics Radio are among the hot properties Whooshkaa has added in a partnership with Midroll Media, the advertising arm of US podcast giant Stitcher.
The deal will make Stitcher’s top-tier podcast inventory available to advertisers in Australia.
Midroll is the world’s largest podcast advertising network, representing more than 250 plus shows downloaded more than 150 million times a month by an affluent, educated demographic.
“Stitcher is thrilled to bring our decade of expertise in the podcasting space to Australia, a market with an active and growing podcast fanbase,” said Sarah van Mosel, Chief Revenue Officer at Stitcher.
“Whooshkaa is an excellent partner with unparalleled insights into the Australian marketplace and will help to connect new brands and audiences with our roster of some of the biggest names in podcasting.”
Whooshkaa CEO Rob Loewenthal said advertisers were increasingly connecting with rising numbers of loyal, affluent, media-savvy listeners.
“Messages spoken and endorsed by a popular host have unbeatable cut-through,” Mr Loewenthal said. “Audiences are all ears for hosts such as Oprah Winfrey (Oprah’s SuperSoul Conversations), Stephen J. Dubner (Freakonomics Radio), Bill Simmons and My Favorite Murder’s Karen Kilgariff and Georgia Hardstark.
“Engaged listeners love these shows and the hundreds of others available from Stitcher ,” he said.
“The take-up of podcasting is growing exponentially, and that’s good news for Whooshkaa’s podcasters and advertisers.”
A quarter of all Australians aged 12-54 listen to podcasts monthly according to Edison Research. Podcast audiences are loyal, affluent, more likely to have tertiary degrees and more active on social media.
Whooshkaa is an industry leader in digital audio technology and groundbreaking, original, branded content, hosting independent podcasters to large networks. It delivers best-in-class technology for podcasters and radio networks, breaking new ground with content creation, delivery, dynamic ad insertion and smart audio technology.
Stitcher is the best place to listen to, produce and monetize podcasts. The Stitcher app, available for iOS and Android devices, is one of the world’s most popular podcast listening platforms, with a growing network of original content and a premium subscription service. Stitcher is the parent company of Midroll Media, the leading podcast advertising network representing over 200 of the world’s largest podcasts, and top-ranked comedy podcast network Earwolf. With offices in Los Angeles, New York City and San Francisco, Stitcher was founded in 2007 and is a wholly owned subsidiary of The E.W. Scripps Company (NASDAQ: SSP).
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