In one other signal of podcast’s maturation, Nielsen introduced this week the launch of its Podcast Listener Buying Power Service.
The service shall be out there from media research agency Nielsen Scarborough, with audio firm iHeartMedia, podcast agency Cadence13, audio community Westwood One and AdLarge Media’s digital audio division Cabana as constitution shoppers.
It surveys 30,000 podcast subscribers to create profiles that present shopping for habits, pursuits and different particulars concerning the sorts of listeners for particular podcast packages or genres, to be able to present advertisers with viewers segmentation knowledge for advert focusing on.
Over a dozen podcast genres and over 2000 classes on respondents’ shopping for habits and different traits are included within the twice-annual stories from the service. The stories permit program producers to explain for advertisers the precise sorts of listeners their content material attracts, equivalent to the place they store and what they purchase.
“We see this as a game-changer that will propel podcast advertising forward,” stated Cabana/AdLarge Media CEO Cathy Csukas in an announcement. The service, she added, “makes it easy for advertisers to go deep within a specific genre to target listeners with interests and buying habits that match those of the customers they want to reach.”
Sean King, EVP at multi-platform advert company Veritone One, informed ClickZ that, whereas there have been some audio internet hosting platforms like Megaphone and Art 19 that offered basic viewers knowledge, he was not conscious of any service that provided this sort of profile-based knowledge for podcasts.
‘Levels the playing field’
“This levels the playing field a bit,” he stated, since advertisers can now place advertisements on podcasts whose listeners embody, say, single moms on the West Coast who’ve a GM automobile and could also be searching for a brand new one. Previously, the info enabling this sort of detailed audience-based advert shopping for has been extra plentiful within the older channels.
Additionally, King stated, the Nielsen model “legitimizes” the expansion of podcast, particularly for large manufacturers.
Podcasts have change into a sort of golden medium for advertisers. Edison Research stories that about 144 million shoppers are listening to podcasts in 2019, and a couple of third of all Americans listened to a podcast within the final month.
As for the advertisements themselves, a examine in late 2018 by Midroll/Nielsen discovered that podcasts present four.four instances higher recall than, say, show advertisements on websites. There was additionally a ten p.c elevate in buy intent by listeners to a podcast advert.
An enormous motive for these stellar stats is that podcast advertisements aren’t simply skippable, they change into a part of this system expertise by an analogous tone or model, and so they can have an intimacy – notably when the podcast is heard by a single listener through ear buds or solo listening in a automobile.