Podcast company Libsyn has announced a partnership with podcast brand development and monetisation company Backyard Ventures to provide programmatic advertising through its ad marketplace AdvertiseCast.
Through this partnership, podcast creators under Backyard Ventures will have access to Libsyn’s Automatic Ads solution with dynamically-inserted ads that can help creators monetise their podcasts and entire back-catalogue. The platform will also use contextual targeting to work with advertisers that reflect their podcast content.
“Backyard Ventures is a fast-growing independent entity with a strong leadership team that has a great eye for high quality shows. Our new pilot partnership is focused on developing effective monetisation efforts for a select group of their podcast clients,” said Libsyn AdvertiseCast chief revenue officer Dave Hanley. “We’re looking forward to pushing the boundaries of what programmatic podcast advertising is capable of for both Backyard Ventures’ burgeoning roster of creators and the brands that are leveraging podcasts as part of their marketing mix.”
Backyard Ventures supports podcast creators by connecting its podcaster clients with premium brand partners, and helps create revenue through not just the podcast, but through social media, video, and newsletters too. Podcast creators that have worked with Backyard Ventures include Ryan Holiday, host of business podcast The Daily Stoic as well as female empowerment and entrepreneur podcast, Boss Babe. The company’s primary strategy is based on securing long-term sponsorship and promotion deals with partners, but has lacked a programmatic audience-level buying option for partners up until now.
“Since day one, Backyard Ventures has been fully focused on creating the most opportunities and revenue for our clients and this partnership with Libsyn further solidifies our efforts,” said Backyard Ventures founder Matt Cisneros. “Our roster of clients is the lifeline of this business and offering a programmatic partnership will only aid our efforts in offering premium service.”
Libsyn has formed a number of exclusive partnerships via its ad marketplace with podcast creators like Nick Viall to exclusively monetise his successful pop culture podcast The Viall Files, as well as partnerships with other companies such as a data integration deal with YouTube to share video podcast download analytics. In 2022, Libsyn grew its revenue by almost 40%, according to its latest financial report, with 57% of that income coming from its advertising business.