Endemol Shine partners with DAX for podcast ads

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Endemol Shine is continuing its move into podcasts with a partnership with digital audio advertising platform DAX.

The deal will see DAX exclusively deliver advertising sales services across Endemol Shine's new podcast portfolio.

Advertisers will be able to run campaigns within podcasts, via host-read ads, on sponsorship messages, and through both programmatic and direct spot ads.

Endemol Shine's Remarkable Television launched its first podcast last week. 'The Birthday Game', hosted by Richard Osman, is also being promoted by DAX across Radio X's radio, digital, and social platforms.

The first guests to feature on ‘The Birthday Game’ are comedians, Maisie Adam and David Doherty and TV presenter and screenwriter, Rick Edwards.

Ollie Deane, Director of Commercial Digital at Global, said: “At DAX, we are delighted to announce our exclusive podcast partnership with Endemol Shine, upon their first move into audio entertainment. Endemol joins other leading content creators such as ITV, Sky and Dennis, with its move into the digital audio space.

In the UK, nine million people now listen to podcasts every week and many of these can now be reached through DAX - which is great news for brands and advertisers looking to tap into the many opportunities digital audio can offer.”

Wim Ponnet, Chief Strategy & Commercial Officer, Endemol Shine Group added: “As a Group we continue to deliver entertainment to our audiences across multiple platforms and with the importance of audio on mobile, podcasts are a great outlet for storytelling and an important platform for our creative output. We’re delighted to announce this exclusive partnership with DAX to help us commercialise our Podcasts.”

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