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New Nielsen service presents podcast viewers insights for promoting

Podcast ads projected to grow to 4.5% of global audio ad spending by 2022

Advertising analysis agency Nielsen has launched a service to offer podcasting networks with insights on their audiences comparable to style preferences and buying habits. The info comes from Nielsen’s biannual podcast survey of 30,000 respondents.

The way it works. Networks can subscribe to the brand new Nielsen Podcast Listener Shopping for Energy Service to have their podcasts included within the survey, which incorporates questions concerning style preferences, buying plans, podcasts and different shopper and listener behaviors. 

The survey is performed throughout a random pattern of 30,000 People. On the service’s launch, clients embody iHeartMedia, Cadence13, Midroll, Westwood One and Cabana. 

Why we must always care. In 2018, U.S. advertisers spent a report $479 million on podcast advertisements. That determine is predicted to surpass $1 billion by 2021, based on the IAB.

Podcast promoting has been held again by a scarcity of listener insights, making it arduous to focus on an viewers and measure ROI. Though Spotify has made some headway by permitting advertisers to focus on listeners of sure genres, the viewers data accessible to advertisers continues to be far behind what different extra mature digital mediums supply. 

“Nielsen’s Podcast Listener Shopping for Energy Service makes it simple for advertisers to go deep inside a particular style to focus on listeners with pursuits and shopping for habits that match these of the shoppers they need to attain,” stated Cathy Csukas, co-founder and CEO of Cabana. Though Nielsen’s service doesn’t present stay information and the pattern dimension is comparatively small (for comparability, 32% of People aged 12+ have listened to a podcast within the final month, based on Edison Research), it does equip podcast networks with extra data that they will use to draw advertisers.

About The Writer

George Nguyen is an Affiliate Editor at Third Door Media. His background is in content material advertising, journalism, and storytelling.

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