HT Media partners with AdsWizz to bring India’s first programmatic podcast marketplace

Indian podcasts are available in Hindi, English, Telugu, Tamil, Bengali, Kannada, Gujarati, Marathi and other local languages. This diversity drives engagement and promotes longer attention spans in podcasts. This learning is beneficial not only for advertisers but also for podcasters in India who want to create monetizable content.

Patrick Roger, VP of New Markets at AdsWizz, said, “Our technology combines the power of programmatic advertising with the power of podcasts, giving advertisers easy access to highly engaged audiences. Additionally, with our AI transcription technology, advertisers Can ensure brand protection by only showing ads for podcast shows or episodes that have specific themes as a central theme.”

“This relationship will automate the real-time buying, targeting, optimization and reporting of podcast ad inventory. Advertisers will be able to choose their geography, timing and demographics as content grows. Most excitingly, one of the biggest reasons why podcasts have carved a niche in the hearts of Indians is that the content is present in multiple languages. Local advertising can also be enabled through this platform,” said Roger.

It is projected that listenership will increase to 170.6 million by 2023, and India’s music, radio and podcast market will automatically double by 2023. The advent of programmatic advertising in podcasts opens the door for more brand communication spend toward the format as an audience. Rises.

Ramesh Menon, CEO, Fever Network and Next Radio Ltd. said, “It is an exciting time and a proud moment for us to let advertisers experience the power of an immersive medium like podcasts.

Podcasting is a free, free-flowing medium but what it lacks is a single channel of promotion that a podcast publisher can deliver, visibility and monetary benefits. Understanding the style and response, assessing the demand and interest of specific topics is a discovery process that will be driven by the use of this platform.

HT Media’s plan is for podcasters, YouTube for video creators. He believes that there is a podcast hidden in every Indian that has a story to tell. This is enabling them to partner with companies such as HT Smartcast and Hubhopper, their podcast content maker. Based on its heritage, voice is enabling yet another medium of sharing.

Gautam Anand, Founder and CEO, Hubhopper, said, “This recent integration with HT Media and Adswidge adds another integral and elusive piece to this puzzle by bringing programmatic advertising capability to everyone who chooses to build through Hubhopper. “

The move welcomes audio content creators to join the bandwagon and use the relationship to their advantage. Platforms with native content or hosting and distribution platforms can also benefit by adding a vast and diverse inventory.