Advertising Analysis Agency Nielsen has launched a service to offer podcasting networks with details about their audiences, corresponding to preferences of gender and shopping for habits. The info comes from Nielsen's bi-annual podcast survey of 30,000 folks
The way it works. 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 shopper and auditor behaviors.
The survey is carried out with a random pattern of 30,000 Individuals. On the launch of the service, prospects embrace iHeartMedia, Cadence13, Midroll, Westwood One and Cabana.
Why we should always care. In 2018, US advertisers spent a report $ 479 million in podcast adverts. In accordance with the IAB, this determine is predicted to exceed one billion dollars by 2021.
Promoting on podcasts has been slowed by the lack of expertise supplied by listeners, which which has made it troublesome to focus on an viewers and measure the return on funding. Though Spotify has made some progress in permitting advertisers to focus on listeners of some genres, the viewers info out there to advertisers remains to be far behind what different extra mature digital media supply. .
"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, "stated 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 Individuals aged 12 and over listened to a podcast final month , based on Edison Analysis), it offers extra info to podcast networks that they will use to draw advertisers.
Concerning the Creator
George Nguyen is Assistant Editor at Third Door Media. His background is in content material advertising, journalism and narration.