Thursday, June 8, 2023

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    iHeartMedia launches branded podcast studio as buyers say distribution and scale are key

    iHeartMedia has formed a branded podcast studio to double down on the production, sales and marketing of custom podcasts created for brands. 

    Called Ruby, the studio’s pitch to marketers is its ability to connect brands to iHeartMedia’s talent network, production, sales, marketing and distribution resources. While iHeart has had a team working on branded podcasts since 2019, “Ruby is the culmination and evolution of that success and putting a name to what we’ve built here over the last few years,” said Andy Kelly, svp of custom podcasts at iHeartMedia.

    Three podcast ad buyers told Digiday they are creating more branded podcasts for clients this year. Because custom podcasts require a hefty media budget, working with a podcast organization that has a large network, scale and distribution is imperative, they said. 

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