Podimo acquires Podads in third acquisition

Podimo acquires Podads, one of Denmark’s leading podcast agencies and advertising platforms, with an ambition to create better growth opportunities for podcasts and strengthen the attractiveness of podcast advertising in Denmark. The acquisition creates new opportunities for creators and businesses that can now increase their earnings through multiple revenue streams and expand their audience. Podads will continue to operate independently under CEO and Co-Founder Anne-Kathrine Pommergaard.

“The market for podcast advertising is growing, but we see even greater commercial potential that goes hand in hand with the growth of Podimo’s subscription model. With the acquisition of Podads, we can jointly increase the efficiency of podcast advertising in Denmark and attract more and larger advertisers to the medium,” explains Podimo co-founder and CEO, Morten Strunge (pictured, left). “In combination with Podimo’s subscription model, we can now offer creators more opportunities for revenue and audience growth, which ultimately leads to better content for listeners.”

“We are very excited to become a part of the Podimo family and look forward to the collaboration ahead of us,” said CEO and Co-Founder Anne-Kathrine Pommergaard (pictured, right), “together, we can create a unique platform and deliver even more quality content to Danish advertisers. It’s a natural step for Podads to partner with Podimo so that we can continue our growth journey and open up even more exciting opportunities in the commercial podcast market.”

Podimo will continue to focus on its subscription-based business as before, providing exclusive, ad-free content to its subscribers. This new partnership with Podads follows the company’s successful expansion in the Netherlands with the acquisitions of Dutch production companies Dag en Nacht and Tonny Media, and is part of the company’s wider strategy to boost the podcasting ecosystem through a hybrid subscription and ad-supported model.

To further strengthen this hybrid model, Podimo recently hired former Head of Creators at Instagram Whitney Rosenthal as Podimo’s Directors of Creator Platforms, and Ida Adler-Olsen as Head of Content Research, underscoring Podimo’s commitment to empowering creators with the tools and data they need to succeed. More to be announced soon.