MTV UK has entered the podcast market for the first time after forging a partnership with Global’s digital ad exchange Dax which will see it become the advertising sales and distribution partner for the audio series.
Based on popular MTV properties such as Celebrity Ex on the Beach and Geordie Shore each episode will be distributed across Global Player, Apple Podcasts, Spotify, Google Podcasts and TuneIn via Dax’s content management platform.
Arran Tindall, chief commercial officer, EVP, commercial & content distribution for ViacomCBS Networks International, said: “By partnering with Global, through their digital ad exchange Dax, we’re able to tap into their international network of audio publisher brands and advanced advertising capabilities in this space, enabling us to reach listeners across the globe, on all relevant platforms.”
Ollie Deane, director of commercial digital at Global, added: “Podcasts create the context for brands to connect with hard to reach audiences, one to one. With demand for spoken word content at an all-time high, MTV’s first steps into podcasts represent an exciting proposition for advertisers.”
Conducted in a conversational style a total of five podcasts of 12 episodes each will air on a weekly basis following the linear premiere of each episode, beginning with Celebrity Ex on the Beach: The Podcast with four more to follow over the course of the year.
Dax last week rebranded from the Digital Audio Exchange to the Digital Ad Exchange to encompass how the platform also now hosts outdoor advertising inventory.