The BBC is to run ads on its podcasts outside the UK, in partnership with technology company Acast, as part of an initiative to find new funding. It will be a first for the BBC, which has traditionally relied heavily on advertising revenue from online and mobile services. The deal covers all BBC podcasts available outside the UK, subject to rights restrictions. All podcasts available outside the UK will have a 30-second ad at the beginning and end. Acast wants to maximise earnings while making sure the ads are not directed at UK listeners. BBC podcasts began in 2004 and the corporation is now one of the world’s largest podcast producers.
The BBC is to run ads on its podcasts outside the UK, in partnership with technology company Acast, as part of an initiative to find new funding. It will be a first for the BBC, which has traditionally relied heavily on advertising revenue from online and mobile services. All podcasts available outside the UK will have a 30-second ad at the beginning and end. Acast wants to maximise earnings while making sure the ads are not directed at UK listeners. BBC podcasts began in 2004 and the corporation is now one of the world’s largest podcast producers.