Advertising and marketing Analysis Agency Nielsen has launched a service to offer podcasting networks with details about their audiences, comparable to 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 shopper and auditor behaviors.
The survey is performed with a random pattern of 30,000 People. On the launch of the service, clients embrace iHeartMedia, Cadence13, Midroll, Westwood One and Cabana.
Why we must always care. In 2018, US advertisers spent a file $ 479 million in podcast adverts. Based on the IAB, this determine is anticipated to exceed one billion by 2021.
Promoting on podcasts has been slowed by the ignorance supplied by listeners, which which has made it tough 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 obtainable to advertisers continues to be far behind what different extra mature digital media supply. .
"Nielsen's podcast energy buy service makes it simpler for advertisers in a selected 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 line with Edison Analysis), it gives extra info to podcast networks that they will use to draw advertisers.
Concerning the Writer
George Nguyen is an affiliate author with Third Door Media. His background is in content material advertising and marketing, journalism and narration.