Podcast network HowStuffWorks has partnered with DAX to bring its podcast library to advertisers in the UK. DAX, the digital audio advertising unit of Global, now represents the ad inventory for more than 180 audio platforms. HowStuffWorks is currently the largest for-profit podcasting company in the world by streams and downloads, according to the announcement from DAX. The network has more than 30 brands, and its podcasts have been downloaded more than 1 billion times.
“Figures show that in the UK, the number of people discovering podcasts is climbing rapidly every quarter,” said Ollie Deane, director of commercial digital for Global. This presents UK advertisers with new opportunities to connect with vast audiences who are deeply interested and inspired by this content. For DAX, HowStuffWorks is an ideal partner, its catalogue of popular podcasts and brands is renowned among audiences across the world. Through this partnership, HowStuffWorks will benefit from our reach in the UK, while advertisers will be able to measure the performance of their digital audio ad campaigns in a way that’s simple and effective.”
“Our roster of smash hits like Stuff You Should Know and Atlanta Monster present deep-dive information in an entertaining format that has impressed audiences worldwide,” HowStuffWorks President and CEO Conal Byrne said. “We want to deliver not just the best content for these listeners, but the most relevant, highest-quality advertising. DAX gives us the ability to fulfill that goal in the UK.”