Advertising and marketing Analysis Agency Nielsen has launched a service to supply podcasting networks with details about their audiences, reminiscent of preferences of gender and shopping for habits. The information comes from Nielsen's bi-annual podcast survey of 30,000 individuals
How does it work? Networks can subscribe to the brand new Nielsen podcast listeners' energy buy service to incorporate their podcasts within the survey, which incorporates questions on gender preferences, plans buy, podcasts and different client and auditor behaviors.
The survey is performed with a random pattern of 30,000 People. On the launch of the service, prospects embody iHeartMedia, Cadence13, Midroll, Westwood One and Cabana.
Why we must always care. In 2018, US advertisers spent a report of $ 479 million on podcast advertisements. Based on the IAB, this determine is predicted to exceed one billion dollars by 2021.
Promoting on podcasts has been slowed by the lack of know-how supplied by listeners, which which has made it tough to focus on an viewers and measure the return on funding. Though Spotify made some progress in permitting advertisers to focus on listeners of sure genres, the general public data accessible to advertisers continues to be far behind what different media are proposing. extra mature digital.
"Nielsen's podcast energy buy service makes it simpler for advertisers in a particular style to focus on listeners with pursuits and shopping for habits that match these of shoppers that they want to obtain, "mentioned Cathy Csukas, Co Founder and CEO of Cabana. Though Nielsen's service doesn’t present real-time information and the pattern dimension is comparatively small (by comparability, 32% of People aged 12 and over listened to a podcast final month , in response to Edison Analysis ). Present podcast networks with extra data that they’ll use to draw advertisers.
Concerning the Writer
George Nguyen is Assistant Editor at Third Door Media. His background is in content material advertising, journalism and narration.