DAX signs to represent “Something You Should Know” for OmniCast Media

Digital audio advertising company DAX announces today that it has landed an exclusive agreement to distribute and represent popular podcast Something You Should Know for OmniCast Media. The show is hosted by OmniCast co-founders Ken Williams and Mike Carruthers.

Something You Should Know is already a successful podcast, regularly ranking in Apple’s top 30, and part of this deal’s rationale is to increase the program’s reach. DAX, an ad tech platform founded in London, serving portions of European listening, and expanded to the U.S. via the acquisition of AudioHQ last October, reaches 165-million people worldwide. The growing DAX empire is owned by British media and entertainment group Global.

Something You Should Know is an interview program featuring guest experts in a wide range of fields. It addresses self-improvement (“Powerful Strategies to Be Mor Assertive”) and offbeat interests (“The Fascinating History of Blue Jeans”).

“We are excited to partner with DAX to enhance distribution and monetization opportunities for Something You Should Know. DAX’s sophisticated technology platforms will provide multiple solutions for brand involvement with the podcast as well as unparalleled multi-channel distribution and promotional opportunities,” said Williams and Carruthers in a statement.

DAX U.S. CEO Matt Cutair noted: “Something You Should Know is already a huge success, which we’re very excited to bring to the digital audio ecosystem. This partnership creates new opportunities for our existing partners and new advertisers to align with this leading podcast via our market leading digital audio distribution and ad-tech platform.”

Digital ad agency Veriton One made an observation of this deal as well: “Something You Should Know has been a core podcast for some of the advertisers we represent, and we’ve enjoyed the relationship and results we’ve seen from its audience’s response to the brands naturally endorsed in the content. We’re excited to work with DAX to continue this relationship and look forward to new opportunities that the platform will bring to us” — that from SVP of Podcasting Stephen Smyk.

Brad Hill