Tech

Earmax Media Brings Outcome-Based Podcast Advertising Model to UK Market

Published on May 13, 2026

Earmax Media, a specialist podcast advertising agency founded in Australia in 2024, has launched in the United Kingdom, targeting a market where 39% of adults listen to podcasts weekly.

Co-founders Andy Maxwell and Ralph van Dijk established Earmax in response to what they described as ineffective podcast advertising practices. The agency plans across the full podcast ecosystem, spanning global networks, independent publishers, and individual creators, and measures campaign performance against business outcomes rather than traditional media metrics such as reach and cost-per-thousand.

Maxwell said, “The UK podcast market has never presented a greater opportunity. Yet too many agencies and brands still treat podcasts as a line item in a broader audio buy, optimising for reach and cheap CPMs, rather than genuine impact. Earmax exists to change that, helping brands unlock the full potential of the channel across audio and video, ensuring every pound spent works harder, with measurable results.”

Creative Integration

A core element of the agency’s model is its integration with sister company Eardrum, an audio creative agency also co-founded by van Dijk. Eardrum produces recorded ads, host-read executions, branded content, and social extensions designed to match the tone and format of individual shows.

Van Dijk said, “Podcast listeners are in a uniquely receptive state. They’ve chosen to spend an hour with a host they trust on a subject they love. An ad that matches that quality and intelligence doesn’t just get heard, it gets welcomed.”

Client Base and Market Entry

Earmax enters the UK with existing clients across technology, financial services, and consumer brands, including NordVPN, Vanta, ANZ Bank, PocketSmith, FEELD, and Saily.

Jake Storer, Influencer Marketing Account Director for Podcasts at NordVPN, said, “Earmax excels at pinpointing independent podcasts that cultivate deeply engaged and relevant listener communities. Their strength lies in securing optimal, brand-aligned placements, not just commoditised inventory, and crafting superior creative that drives performance.”

Source: The Drop