Young Adults Dislike Traditional Ads: A Startup's Innovative Solution for Podcasters

Author Ryan Holiday, who has penned twelve books, juggles multiple creative endeavors including podcasts, a YouTube channel, and newsletters.

Supporting him in this balancing act is Backyard Ventures, a media firm based in Austin that takes on the challenging task of forging effective brand partnerships.

With their help, Holiday's YouTube and email subscriber bases have seen an impressive revenue spike of 81% from the mid-six-figure range in 2023 to nearly seven million dollars in 2025.

This figure excludes the substantial podcast ad revenue accrued in July alone after Holiday deepened his collaboration with the company.

CEO Matt Cisneros of Backyard Ventures takes pride in facilitating growth for Holiday and many other clients.

"We help monetize without compromising content quality," Cisneros commented during an interview.

Holiday agreed, noting that the partnership allowed them to ramp up their production quality by assembling a competent team.

The Shift to Authentic Advertising

For creators and audiences alike, advertisements are often seen as unavoidable nuisances. Frequently, they are dull or not relevant.

Cisneros noted, however, that even those typically averse to ads might find them more acceptable if they align closely with personal interests.

Today's younger generations expect advertising to blend seamlessly into their content consumption experience.

Before making recommendations, Backyard Ventures carefully assesses potential partnerships, placing a strong emphasis on authenticity.

Authenticity dictates that creators must either use the products they promote or confidently attest to their quality.

Aligning Values for Trustworthy Partnerships

Skip Bayless, a former sports broadcaster, serves as an example. Although he steers clear of alcohol or tobacco, he engages with sports betting.

Backyard Ventures aligns Bayless' podcast with appropriate brands, ensuring no conflict with his public persona.

"Our approach goes beyond financial gains. It showcases a creator's genuine connection to their content," Cisneros elaborated.

Once suitable brands are selected, creators have freedom in their advertisement approach, crucial for an audience that is constantly besieged by marketing.

Brands offer ideas and then leave it up to the podcaster's discretion, allowing for unique expression.

Most of Backyard Ventures' clientele are in the 18 to 34 age bracket, with Ryan Holiday's following reflecting a similar demographic.

Balancing Buzz and Brand Safety

Cisneros remains selective with clients, refusing partnerships with creators that could tarnish the brand's reputation.

Though various creators with predominantly male audiences are profiting from the podcast boom, Cisneros is mindful of brand safety.

"Our focus is on cultivating business relationships that are productive yet sensitive to potential controversies," Cisneros explained.

For example, partnership deals with intolerant or hate-promoting individuals are strictly avoided.

Expanding Through In-Person Experiences

Backyard Ventures supports roughly 200 creators in scaling from passion projects to serious businesses by handling ad sales.

Compensation for sponsorships varies tremendously, but the company profits via a percentage-based fee, ensuring aligned goals.

"Our model thrives on performance; if our clients succeed, so do we," stated Cisneros.

Podcast ads range in price from $20 to more, depending on format and niche, with finance or marketing-themed shows commanding higher fees.

Looking forward, Cisneros aims to expand into hosting live events, which promise a richer interaction between creators and their followers.

"These gatherings can transform distant digital connections into more personal experiences," said Cisneros.