HT Media has announced that it has partnered with AdsWizz to launch India’s a programmatic podcast marketplace named FabX.
With this, brands will be granted access to listeners in India with real-time buying and selling opportunities for podcast advertising.
HT Media aims to provide podcasters with podcast content generation through Smartcast and partner companies like HubHopper.
With FabX, an advertiser will have the ability to choose the geography, time, and demographics as the content increases. Local advertising too can be enabled through HT Media's addition.
Patrick Roger, VP, new markets, AdsWizz, said, “Our partnership with Hindustan Times highlights the growing opportunities in this market. Our technology combines the power of programmatic advertising with the power of podcasts, enabling an advertiser easy access to a highly engaged audience. Additionally, with our AI transcription technology, advertisers can ensure brand safety by only serving ads to podcast shows or episodes that have specific topics as a central theme.”
Ramesh Menon, CEO, Fever Network and Next Radio, added, “It is an exciting time for us and a proud moment, to make advertisers experience the power of an immersive medium like podcasts.”
Menon continued, "HT Smartcast is paving the way for advertisers to have higher efficiency and greater impact for their advertising bucks through programmatic audio advertising that will be time-saving, targeted and data/analysis friendly and performance-oriented. Our focus now is to quickly scale this for the benefit of podcasters and advertisers alike and help them take advantage of a marketplace that can solve the monetisation issue that the current, fragmented medium faces. We can now concentrate on increasing the volume of new and engaging content and exploring the full potential of audio.”
Gautam Anand, founder and CEO, HubHopper, said, "Our endeavour since Hubhopper's inception has always been to democratise the creation and consumption of podcasts and audio content. By bringing all aspects of a creators journey from hosting, creation, editing, distribution, data insight, marketing, monetisation under one roof.”
Anand added, "This recent integration with HT Media and Adswizz marks the inclusion of yet another integral and elusive piece of this puzzle by bringing programmatic advertising capability to all who choose to create via hubhopper."