Acast and Next Broadcast Media have partnered to improve podcast monetisation, advertising efficiency, and brand safety in the region.
This collaboration draws on Acast’s podcast inventory and NBM’s local expertise. Acast will manage international buys internally, and work with NBM to expand local advertising bought programmatically.
Since its launch, Acast has curated a range of podcasts, including a mix of independent content and podcasts from studios such as Sowt and Pineapple Audio Production. It also brings global networks such as the BBC and The Guardian to local audiences.
NBM, a global digital audio ad network, has solidified itself as the preferred choice for businesses looking to advertise on audio. Recognising the strength and reputation of NBM in the region, Acast will use its presence to monetise its content.
Megan Davies, Managing Director, International at Acast, said: “NBM’s entrenched presence in the MENA market and their extensive relationships with advertisers make them an invaluable partner. “As we’ve amassed a rich portfolio of content with a rapidly growing MENA listenership, this partnership becomes essential to ensure the optimal monetisation of our content.”
Adel Saadi, Co-Founder of NBM, said “Podcasts offer immense potential for advertisers in the MENA region, but its estimated $6bn market opportunity has largely gone untapped. Therefore we’re thrilled to partner with Acast to grow our ad sales offering and bring more choice to brands seeking quality audio ad solutions.
“We’ve worked hard to make NBM the place businesses can come to for all audio advertising needs, including assurance on brand safety and access to audiences. And this partnership is a core component to helping brands realise the power of audio.”
Both entities aim to push the boundaries of podcast advertising, foster growth, ensure brand safety, and deliver value to advertisers and audiences.