Podimo has acquired Danish podcast agency and advertising platform Podads, to create better growth opportunities for podcasts and bolster podcast advertising in the market.
Podads represents independent podcasters and large Danish media houses and helps them create value outside the paywall by connecting them with advertisers and media agencies. It also offers podcast production, including concept development, hosting and targeted content dissemination.
Podads will continue to operate independently under CEO and Co-Founder Anne-Kathrine Pommergaard.
“The market for podcast advertising is growing, but we see even greater commercial potential that goes hand in hand with the growth of Podimo's subscription model. With the acquisition of Podads, we can jointly increase the efficiency of podcast advertising in Denmark and attract more and larger advertisers to the medium,” explains Podimo co-founder and CEO, Morten Strunge.
“In combination with Podimo's subscription model, we can now offer creators more opportunities for revenue and audience growth, which ultimately leads to better content for listeners.”
"We are very excited to become a part of the Podimo family and look forward to the collaboration ahead of us,” said CEO and co-founder Anne-Kathrine Pommergaard
"Together, we can create a unique platform and deliver even more quality content to Danish advertisers. It’s a natural step for Podads to partner with Podimo so that we can continue our growth journey and open up even more exciting opportunities in the commercial podcast market."
Podimo will continue to focus on its subscription-based business as before, providing exclusive, ad-free content to its subscribers.
This new partnership with Podads follows the company’s successful expansion in the Netherlands with the acquisitions of Dutch production companies Dag en Nacht and Tonny Media, and is part of the company’s wider strategy to boost the podcasting ecosystem through a hybrid subscription and ad-supported model.
Lead image: Podimo CEO Morten Strunge and Podads CEO Anne-Kathrine Pommergaard. Photo: uncredited.
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