Mediahuis has decided to entrust the advertising operations of all its podcasts to Var (Vlaamse Audiovisuele Regie), the advertising agency of the VRT. This new significant collaboration allows Var to strengthen its foothold in the podcast market.
Until the end of March, the podcast management at Mediahuis was in the hands of Ads & Data (Mediahuis, Telenet/SBS, and Proximus). Under the motto 'local voices deserve a big stage', the new partnership now allows Var to own the largest inventory of podcasts in Flanders, with over 300 titles.
Mediahuis can boast of in-depth and relevant podcast content, aimed at a broad audience of engaged listeners. Since April 1st, advertisers can partner with Var to fully engage in podcast narratives with audio prerolls at the beginning of episodes. For example, think of 'DS Vandaag' (De Standaard), 'Van moord tot verdict' (Het Belang van Limburg) or 'Sjotcast' and 'De Koers is van Ons' (Nieuwsblad) or 'Achter de Schermen' (Play Media). Podcast sponsorship still goes through Mediahuis.
