Creativity Award 2019 Marketing Product of the Year: Anchor Sponsorships
Got a podcast, but no one to back it? Anchor Sponsorships—building on the Anchor mothership, a podcast creation-and-distribution platform used by the likes of Pat McAfee, Casey Neistat and Ashley Graham—is the first ad platform promising to connect brands with podcasts. Users who sign up for sponsorships get matched with a brand (Squarespace, Living Proof and Dirty Lemon are among the participants), and podcasters create custom ads that adhere to brand guidelines. Those then get dropped into dynamic ad slots. Once the ads are heard by listeners, brands pay the hosts based on a pre-determined CPM. According to the company, within the first month after its launch, the platform doubled the entire market’s number of podcasts running ads.