The BBC will run its first podcast advertisements, powered by Acast – TechCrunch


The BBC will begin operating advertisements in its podcasts, because of a partnership with podcast publishing and monetization firm Acast.

Acast CEO Ross Adams informed me that advertisements will begin operating later this week, with the BBC together with “bumpers” at present saying the upcoming advert launch.

“Podcasts are one way we’re reinventing BBC radio to engage younger audiences with our world class content,” mentioned Bob Shennan, director of BBC Radio and Music, within the announcement. “We’re working with established and new talent to produce shows which are informative and entertaining as only the BBC can be. The BBC has been challenged to generate more commercial income to supplement the licence fee and this new deal will contribute to that.”

To be clear, the BBC will stay ad-free in the UK, the place it’s supported by the aforementioned license price. Adams mentioned one of many issues Acast may provide was the power to ensure advertisements had been solely served outdoors the U.Ok. (and to account for edge instances like U.Ok. army bases in different international locations).

Adams mentioned Acast will even be offering the BBC with new information about how the podcasts are performing.

“We give them the data and the dashboard to start really doubling down and focusing on podcasting as a medium,” he mentioned.

In accordance the announcement, it will apply to all BBC podcasts outdoors the U.Ok. (topic to rights restrictions), together with International Information, The Assassination, World Enterprise Report and Radio four’s In Our Time. Most podcasts may have a single 30-second advert at first, then one other on the finish.


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Désiré LeSage


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