Adelicious Adds Flexibility to Podcast Advertising

Podcasters David McGuire and Pascal Hughes launched U.K.-based adelicious in 2020. The company markets itself as a “bespoke advertising service that provides targeted adverts to the world’s most popular podcasts.”

The firm points out that podcasters are generally expected to sign a contract with one of the major players, becoming locked into their system. adelicious, however, takes a more open and modular approach, working across platforms and partnering with international sales teams to monetize listens in different territories.

The founders are professional podcasters themselves, so they explain they modeled the company after the kind of service they wanted to use. They wanted flexibility and a sense of control over their revenues. Good customer service was important, as well as an understanding of audience and content.

“As someone who makes podcasts for a living, adelicious was a no-brainer,” said McGuire. “I needed an organization that offered a more tailored approach to making money. This is a growing industry and we’ve reached a point where premium producers need more choice.”

Adelicious serves three tiers of ads: Host read, announcer read and programmatic.

The company says it’s currently scaling up and recruiting a larger sales team for their expanding B2B service.