Quiet achiever Acast says ‘authentic integration is on the rise’
Henrik Isaksson
Earlier this month podcasting hosting and monetisation network Acast secured the return of Abbie Chatfield and her It’s A Lot podcast. It is one of a string of wins for Acast, a Swedish-founded network that arrived in Australia in 2017, and speaks to a content philosophy that marries creative independence with graduated production assistance.
Mumbrella sat down with Acast Australian and New Zealand managing director Henrik Isaksson to walk through the content and advertising strategy of a network that says it is still “audio first”.
Authentic integration on the rise
While podcasting has been around for more than two decades, its commercialisation is relatively new and Isaksson noted it continues to change.
“The lion’s share of business that we’re winning from an advertising perspective has elements of social amplification, video amplification. Acast is audio first, but not audio only, because ultimately our job in this is to answer the brief to the advertiser, regardless of where the audience is.
