HowStuffWorks teams up with DAX to bring its award-winning podcast library to UK advertisers
PRESS RELEASE — September 3, 2018
HowStuffWorks, the largest for-profit podcasting company in the world in terms of streams and downloads, is the latest publisher to sign up with DAX. This new deal means that UK advertisers - through DAX - will now have access to massive audiences listening to podcasts fromHowStuffWorks.
The HowStuffWorks podcast network is home to more than 30 brands, which provide its target audience an insight into the way many things work. The network has seen huge success with its flagship shows - Stuff You Should Know and Stuff You Missed in History Class - regularly featuring at the top of the charts. Podcasts from HowStuffWorks have been downloaded more than 1 billion times and provide the perfect opportunity to captivate an audience of inquisitive and enquiring minds.
Global, one of the world’s leading Media & Entertainment groups, launched DAX in 2014 to give advertisers a simple way of reaching the growing number of people listening to digital audio content.
HowStuffWorks joins over 180 other leading digital audio platforms, including the US podcast network, Wondery, that now sell their inventory through DAX. This latest deal, comes after the MIDAS Summer Survey revealed that 6.4 million adults in the UK or 12% of the adult population listen to a podcast every week.
Ollie Deane, director of commercial digital at Global, said: “Figures show that in the UK, the number of people discovering podcasts is climbing rapidly every quarter. This presents UK advertisers with new opportunities to connect with vast audiences who are deeply interested and inspired by this content. For DAX, HowStuffWorks is an ideal partner, its catalogue of popular podcasts and brands is renowned among audiences across the world. Through this partnership, HowStuffWorks will benefit from our reach in the UK, while advertisers will be able to measure the performance of their digital audio ad campaigns in a way that’s simple and effective.”
Conal Byrne, President and CEO of HowStuffWorks, agrees. “Our roster of smash hits like Stuff You Should Know and Atlanta Monster present deep-dive information in an entertaining format that has impressed audiences worldwide. We want to deliver not just the best content for these listeners, but the most relevant, highest-quality advertising. DAX gives us the ability to fulfill that goal in the UK.”
A study from DAX, The Rise of the Digital Audio Advertiser revealed that 66% of UK advertisers plan to advertise in podcasts this year.
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DAX is the world’s largest digital audio advertising platform giving advertisers access to an audience of 160 million people worldwide. Publishers with inventory on DAX include SoundCloud, TuneIn, Global’s Capital and Radio X and Bauer Media’s Kiss. DAX is the world’s most sophisticated digital audio advertising platform with unrivalled technical capabilities. DAX teams operate in the UK, US, France and Germany. DAX was developed and launched by Global, the media & entertainment group, in 2014.
Global is one of the world’s leading Media & Entertainment groups and Europe’s largest radio company. With a portfolio of some of the largest and most respected media brands and music events, Global reaches 31 million people every week including 25 million on the radio alone. Global is the second biggest festival company in the UK. The company headquarters is in London’s iconic Leicester Square and Global has more than 1,600 people working at 32 broadcast centres and offices around the UK, the US and in France and Germany. Ashley Tabor OBE is Founder & Executive President, Stephen Miron is Group CEO, Richard Park is Group Executive Director & Director of Broadcasting and Lord Allen is Chairman. Tabor created Global in 2007.
HowStuffWorks is the leading for-profit publisher of entertaining and informative podcast content. With more than 30 brands, including Stuff You Should Know, Stuff You Missed in History Class, Atlanta Monster and Aaron Mahnke’s Cabinet of Curiosities, the HowStuffWorks team reaches a highly engaged fan base across multiple platforms and distribution partners and has amassed a library of more than 10,000 podcast episodes and driving more than 1 billion downloads to date. With this expansive and award-winning collection of audio podcasts, HowStuffWorks is ranked #2 in global downloads and streams. The company, founded in 1998, is headquartered in Atlanta and also operates studios and teams out of Los Angeles and New York.
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