Podcast hosting, analytics and ad tech giant Acast has expanded into Canada and hired Heather Gordon, CBC/Radio-Canada’s former Digital Sales Director, to lead its buildout in the market.
Acast’s Canadian publishing and advertising partners already include CBC, Corus, Entertainment One (eOne), and Terry O’Reilly’s Apostrophe Podcast Company, as well as the independent creators behind shows like Canadian True Crime, #MOMTRUTHS, and Let’s Talk About Myths, Baby!.
The podcast giant says prior to its Canadian launch, it was already garnering nearly 11 million monthly listens in Canada across its portfolio.
“The opportunity for Canadian podcasters and advertisers is ripe,” said Gordon, who assumes the title of Managing Director, Canada. “I fell in love with podcasts because of the intimacy they offer, the portability of the medium, and their ability to amplify rich, diverse stories from across the world. Acast, with its commitment to creators and its industry-leading offering for advertisers, is charting out the future of podcasting in Canada and beyond.”
In a release, Acast said Canada is among “the most mature markets worldwide when it comes to podcast creation and consumption,” citing Edison Research and Triton Digital data that ranks Canada in step with the U.S. at the top of global podcast consumption, with 37% of Canadian adults listening monthly.
Brian Danzis, Managing Director, Americas at Acast, said with Gordon at the helm, they’ll be looking to scale podcasting’s ad potential.
“As more and more podcasts become borderless, capturing interest from listeners in multiple territories, it’s increasingly important to offer ad partners cross-market campaigns that reach consumers in North America and beyond,” said Danzis.
Acast now has on-the-ground operations in 10 countries, including Mexico, Ireland, and its partnership with JioSaavn to expand its podcast network in South Asia.
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