Did Katherine Ryan just make media planning sexy? Comedian stars in new campaign for podcast company Acast

Acast, the world’s largest independent podcast company and home to the most valuable podcast marketplace has worked with subculture specialists Weirdo to launch “Get Closer To Your Audience”, its biggest ever B2B brand campaign aimed at brands, marketers and advertisers. Rejecting the corporate conventions of B2B marketing, this Valentine’s Day, the campaign playfully connects dating and paid media marketing thanks to the performance talent of Acast podcaster and comedian Katherine Ryan.

The two commercials begin with Ryan, playing the role of a dating expert, seated in a corporate office with eyes locked on the camera. The fluorescent lighting dims, candles begin to flicker, and the mood heats up as Ryan begins to speak. She addresses the camera with a monologue inspired by the world of digital paid media, first with subtle implications of innuendo like “go, on, make an impression,” then a more provocative recommendation to “use that … tone of voice.”

“Acast and Weirdo have created a campaign that sums up how perfect the podcasting format is to help creators work closely with brands - there is definitely a romance when it comes to partnering with my podcast; if you win over my audience, maybe I might introduce you to my parents,” said Katherine Ryan, Host of the Telling Everybody Everything podcast on Acast.

The “Get Closer To Your Audience” campaign highlights Acast’s leading global offering for advertisers looking to reach engaged podcast listeners around the world. From the matchmaking power of Acast’s advanced audience targeting features for pre-recorded ads to the intimacy of its host-read sponsorships, and creative storytelling of branded content, Acast pairs advertisers with the right podcasts – and podcast audiences – for their brand message.

“Brands plus podcast listeners are a match made in heaven. Like Married at First Listen, if you will. We know audiences love our podcasters, so any brand or advertiser should take a chance on these special relationships and get closer to their audience with podcast advertising,” said Chief Communications and Brand Officer at Acast Lizzy Pollott.

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The campaign rolls out today across LinkedIn and YouTube and is targeted to a mix of marketing professionals, small business owners and entrepreneurs. In addition to the Ryan-fronted video commercials, Acast recreates the nostalgia of personal ads to further lean into the world of dating and the love of podcasting. These tongue-in-cheek headlines include self-aware shout-outs like “caffeinated media planners seeking some brand love” and “coffee brands seeking pumpkin-spice lovers”.

“Even with ample case studies to show B2B audiences are just as turned on by emotional advertising as anyone else, the sector is swamped by a sea of uncharismatic ads. We were so happy that Acast leant in to the idea of r bringing humor to the fore, especially as we are advertising to advertisers: some of the most creative people out there,” said Senior Strategist at Weirdo Katie Knowles.

Acast hosts more than 100,000 podcasts globally, including Ryan’s Telling Everybody Everything, WTF With Marc Maron, Sh**ged Married Annoyed, Off Menu, The Therapy Crouch, and Giggly Squad. Additionally, Acast is home to leading publishers like The Guardian, Warner Bros Discovery, The Times, Tortoise News and The Economist, as well as being the distribution and monetization partner of content from President Barack and Mrs. Michelle Obama’s Higher Ground. With a footprint across 15 global markets, Acast garners more than 1.3 billion listens each quarter.

To match your brand with Acast’s global network of podcasters, please reach out to sales@acast.com.