Advertising analysis agency Nielsen has launched a service to offer podcasting networks with insights on their audiences similar 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 relating to style preferences, buying plans, podcasts and different client and listener behaviors.
The survey is carried out throughout a random pattern of 30,000 People. On the service’s launch, prospects embrace iHeartMedia, Cadence13, Midroll, Westwood One and Cabana.
Why we must always care. In 2018, U.S. advertisers spent a file $479 million on podcast adverts. That determine is predicted to surpass $1 billion by 2021, in line with the IAB.
Podcast promoting has been held again by an absence of listener insights, making it onerous 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 info obtainable to advertisers remains to be far behind what different extra mature digital mediums supply.
“Nielsen’s Podcast Listener Shopping for Energy Service makes it straightforward for advertisers to go deep inside a selected 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 dwell information and the pattern measurement is comparatively small (for comparability, 32% of People aged 12+ have listened to a podcast within the final month, in line with Edison Analysis), it does equip podcast networks with extra info that they will use to draw advertisers.
About The Creator
George Nguyen is an Affiliate Editor at Third Door Media. His background is in content material advertising, journalism, and storytelling.