Pod Digital Media, the trailblazing multicultural podcast agency network, has unveiled an influencer marketing division, strengthening its commitment to linking diverse content creators with large brands. The move follows a robust growth in podcast ad revenues, which are projected to double by 2025 to reach $4 billion, according to a recent report by the Interactive Advertising Bureau (IAB).
Representing more than 400 shows hosted by Black and Latino podcasters, Pod Digital Media (PDM) is broadening its services with a new platform designed to bring together a collection of skilled influencers. This initiative aims to provide brands an opportunity to engage with their target audience in more impactful ways.
Gary Coichy, founder and CEO of Pod Digital Media, views the company as more than a podcasting business. “We’re an entire media and marketing ecosystem serving as the connector between brands and multicultural demographics- an audience with buying power,” said Coichy. The new offerings will enable brands to reach diverse audiences across all social media platforms.
By leveraging a data-driven approach, PDM will offer services such as strategy development, influencer identification and outreach, campaign management, content creation, and performance analytics. The company is committed to using advanced technology to track, analyze, and optimize campaign results.
The agency’s roster includes current and former NBA and NFL players, as well as top-tier beauty and lifestyle influencers. “By working with PDM, brands will have access to a curated network of influencers who not only have a deep understanding of their target market but creatively express themselves through audio and social content that resonates with their audience,” Coichy added.
The company’s new division is expected to boost connections for brands, culturally relevant content creators, podcasters, and their audiences. It builds on PDM’s existing engagement strategies, which involve pre- and mid-roll host read ads, custom segment ads, and experiential activations during key cultural moments.
Pod Digital Media’s expansion reflects the rise of podcast advertising, which grew by 26% year over year in 2022, as cited by the IAB report. With podcast ad revenues projected to skyrocket in the coming years, PDM’s new division appears well-positioned to maximize this growing platform.
Pod Digital Media previously made headlines with its efforts to diversify podcast advertising spend. The company launched an innovative podcasting app specifically designed to cater to Black, Hispanic, and Asian audiences, marking an important progression in broadening the scope of podcast demographics. Several months later, Coichy and his team announced a noteworthy partnership with McDonald’s USA, signaling the network’s increasing relevance to multinational corporations.
