Advancing Brand Safety in Podcast Advertising

From March 26th – 29th, AdsWizz took on a key sponsorship role at Podcast Movement Evolutions 2024. Podcast Movement Evolutions is the leading conference brand for podcasters and industry experts, aimed at fostering growth in individual shows, the podcasting community, and the industry. 

Our private meeting space served as a hub for insightful discussions, highlighting our commitment to elevating podcast advertising through our cutting-edge technology solutions.

AdsWizz Technology Spotlighted at Podcast Movement Evolutions

Targeted Podcast Advertising Solutions

Our targeted podcast advertising solutions offer a wide range of premium and niche podcasts through partnerships with top publishers, enabling broad reach and precise targeting for advertisers with features like automated host-read ads and second-screen retargeting. For example, AdsWizz’s Predictive Audiences, a cookie-free targeting capability, utilizes podcast content consumption to identify over 300 audience personas, ensuring ads connect with the intended audience.

Brand Safety Solutions

AdsWizz enhances brand safety by providing advertisers control over ad placements to match suitable content and audiences. This technology ensures ads align with audience interests and brand values using advanced tools to analyze podcast content for relevant keywords, topics, and sentiments. The platform integrates Comscore data for precision and has partnered with HUMAN Security for Invalid Traffic Filtering (IVT), preventing ad fraud by ensuring ads reach real people, protecting investment, and optimizing ROI.

“At Podcast Movement Evolutions, building buyers trust and balancing brand suitability were top of mind for presenters and attendees. Podcasters understand that these are no longer nice to haves, but rather table stakes for a show or network to grow and succeed in today’s modern podcast ecosystem.”

-Justine Benjamin, Head of Global Marketing

The Power of Context: Brand Safety, Measurement, and Verification in Podcasting

Our very own Maria Breza joined industry leaders for a panel to discuss how the industry can bring more transparency to podcasting with brand safety and suitability verification solutions and, with them, help bring the audio ad marketplace into parity with video and display.

Panelists included:

• Bryan Barletta – Partner at Sounds Profitable (Moderator)
• Caleb Mansfield – VP, Partner Success at ArtsAI
• Tamara Zubatiy – Co-Founder and CEO at Barometer
• Maria Breza – VP of Ad Quality Measurement & Audience Data Operations at AdsWizz and SiriusXM Media

Top Takeaways from the Panel

Opportunity Gap in Podcast Advertising

Although podcasting accounts for 31% of media consumption, it attracts less than 9% of advertising dollars, revealing a vast area for expansion. Our industry should frame this discrepancy not as a grievance but as a pivotal opportunity for strategic investment.

From Show Sponsorships to Sophisticated Audience Targeting

The podcast advertising industry faces scalability and brand safety challenges. Large brands are moving towards audience-based buying rather than specific show sponsorships, necessitating content verification for safety. This shift toward advanced audience targeting leverages cutting-edge content analysis tools and integrates CRM tools for precise targeting, moving beyond traditional sponsorships toward scalable and efficient advertising strategies.

Nuances of Brand Safety and Brand Suitability

The panelists differentiated between brand safety (content unsuitable for any advertiser) and brand suitability (content that may or may not align with specific advertiser preferences), underscoring the importance of tools and standards that allow for nuanced content alignment and advertiser-specific targeting.

Real-Time Verification and Campaign Adjustment

The discussion highlighted the critical role of real-time data in making campaign adjustments, underscoring that instant feedback mechanisms allow advertisers to refine their strategies according to performance metrics and content suitability, fostering a more dynamic and effective approach to podcast advertising.

Maria Breza on the Evolving Issue of Brand Safety and Content Suitability

“Part of the pleasure of podcasting is feeling like you’re having a conversation with a friend instead of consuming mass-produced content. It is a powerful environment for an advertiser to meet the consumer with their message. But if the advertiser insists on having perfectly clean content with no profanity of any kind, they’re really cutting off a whole bunch of reach. So my question to them would be: have you truly thought about the podcast medium, and is that what you want to be doing? It comes up a lot as well with true crime and violence. So many brands often say no violence, no guns, no arms, no ammunition…and then they don’t run on any true crime, and that may not have been their intent..”

Looking Ahead

Podcast Movement Evolutions 2024 was an exceptional opportunity that allowed us to deepen our connections within the podcasting community and further empower brands to succeed in their podcast advertising endeavors.

Did you miss us at Podcast Movement Evolutions? Contact us today to learn more about our offerings or to schedule a meeting with our team. 

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Check out this latest piece published in The Drum by Maria Breza, VP Of Ad Quality Measurement & Audience Data Operations At AdsWizz And SiriusXM Media.

Digital podcast advertising is reaching a pivotal moment as more brands use podcasts to engage audiences, and who can blame them? New advanced tools are transforming podcast advertising, enabling sophisticated targeting and measurement strategies and programmatic buying capabilities that make podcast advertising investments more manageable and transparent while demonstrating measurable return on investment (ROI).

So, let’s now explore how the industry is navigating these hurdles and tapping into the potential of podcast advertising.

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On Air Fest, often known as the “Sundance of Audio,” is a time for industry professionals, content creators, and artists from all walks of life to discuss podcasting, monetization, and more.

This year, Simplecast and AdsWizz teamed up as sponsors of the kick-off event, Hot Pod Summit, a full day of engaging conversation covering a variety of topics, led by an opening panel that included Kelli Hurley, VP and Global Head of Revenue Partnerships at SiriusXM, (the mothership for AdsWizz and Simplecast).

Our team got to rub elbows and be in the room for interactive dialogue and idea generation at On Air Fest, featuring special guests like This American Life host Ira Glass and Seth Myers and Josh Meyers from Family Trips with the Meyers Brothers.

 

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Check out this article by Garrison Dua, VP of Demand, North America.

The rise in audio consumption presents a significant opportunity for advertisers to reach audiences. Yet, conventional methods of audio advertising have often fallen short in terms of convenience and effectiveness, leaving a noticeable gap between the potential of audio media and the investment it attracts.

Enter programmatic audio: A transformative solution that not only simplifies the ad-buying process but also elevates audience engagement to position itself as a pivotal development in audio advertising.

 

The post How Programmatic Audio is Reshaping Digital Marketing appeared first on AdsWizz.

Check out this article by Bianca Stanescu, Director of Product Marketing!

According to Edison Research, people spend about 4 hours of their day listening to music, podcasts, or talk. Unlike its visual counterparts, audio content is incredibly powerful at capturing people’s attention. Audio commands attention like no other environment through the uniqueness of the human voice, the artful manipulation of pacing, and the imaginative possibilities it unlocks. 

So, let's uncover opportunities that can forge captivating connections with audiences – in an automated, scalable way.

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Check out this latest piece published in The Drum by Garrison Dua, VP of Demand, North America, and Daniel Einhorn, Senior Manager, Content Marketing.

Audio advertising is experiencing a renaissance thanks to its unique ability to forge a personal bond with listeners. Listeners actively engaging in this medium develop a stronger cognitive and emotional association that can lead to higher trust for brands. Brands can benefit significantly by focusing on contextual relevance to stand out in a fragmented digital landscape and build genuine connections with their audience.

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The AdsWizz team started the new year with a bang at CES 2024 with an exclusive meeting space within the luxurious Sky Suites at ARIA Resort & Casino Hotel, where we showcased our innovative solutions shaping the audio advertising landscape.

“At CES, I observed a compelling trend where marketers and agencies are realizing the changing landscape of media allocation, sparking crucial discussions on integrating audio into the broader media mix. The role of audio is expanding continuously, particularly in addressing critical topics like attribution, privacy, and automation. Drawing parallels with historical shifts, such as the transition from time spent online to time spent in mobile/app environments, emphasizes the urgency and opportunity to address the current shortfall in media spend allocated to audio. As an industry, we must persist in finding innovative solutions to bridge this gap in the dynamically evolving audio advertising landscape.”

 

-Brian Gilbert, Vice President, Programmatic Operations 

AdsWizz Audio Advertising Solutions Featured at CES 2024

Mood Targeting

AdsWizz’s new privacy-focused contextual solution creates intimate connections with audiences by strategically placing ads within the listener’s context. It targets individuals enjoying mood-specific music, allowing marketers to craft impactful experiences in Content Mood segments like Love, Relaxed, Soothing, Angsty, Celebratory, Chill, Energetic, Focused, and Happy. These segments are precisely assigned to songs through a meticulous process involving machine learning and human analysis.

Multicultural Engagement in Digital Audio

With a rising trend in digital audio consumption among multicultural audiences, brands can tap into a $3.2 trillion spending power. AdsWizz’s Custom Audience Segments can be leveraged for large-scale engagement with enthusiastic, diverse listeners in the booming digital audio space.

• Enhanced Targeting with AudioMatic – Reaches valuable, highly engaged audiences by Geo, Content Language (Spanish), Music Genre (Latin, Hip Hop, Reggae), Podcast Genre (Culture & Society), and Behavioral Targeting.
• Predictive Audiences for Precise Targeting – Innovative cookie-free podcast feature reaching 300+ audience personas based on real content consumption, with segment selection options like TV viewership, OTT consumption, and behaviors such as location, B2B, financial, and automotive data. It also facilitates targeting multicultural audiences, including Asians, Black/African-Americans, and Hispanics.

Brand Safety

While reaching the right audience may seem just a short ride away, the journey is not without its risks. Even the most effective ads can risk becoming entangled in fraudulent domains and negative topics. To navigate the audio landscape securely, AdsWizz offers brands dependable safeguards against potential hazards of harmful content.

• Brand Suitability by Comscore – Surpasses basic keyword blocking, ensuring risk mitigation without compromising scale. Powered by AdsWizz AI Transcription Technology, it categorizes podcast episodes for brand suitability, offering a comprehensive safety map.
• IVT Filtering for Marketplace Security – AdsWizz has bolstered the security of its global Audio Marketplace with an additional layer of protection aimed at preventing invalid traffic. Utilizing the latest technologies from Human Security, this proactive solution safeguards investments, saving you time, money, and effort while optimizing campaign results.
  

“Our industry is continuously pushing itself forward in transparency and measurement spaces. At CES, numerous brands expressed the need for features like show-level reporting in the DSP and programmatically supported brand suitability filters in podcasts – all of which are now a reality. We are thrilled about the anticipated growth in podcast advertising this year, and our commitment to these advancements underscores our dedication to providing comprehensive solutions. AdsWizz partners, like global media measurement and analytics leader, Comscore, are now seamlessly integrated into our platform to support the specific needs of brands. Additionally, AdsWizz is actively investing in attribution to ensure that brands can effectively measure their omnichannel lower-funnel efforts when leveraging audio ads.”

 

–Robyn Meyers, Vice President, Programmatic and Marketplace Partnerships

Automated Host-Read Ads

Combines the distinctive benefits of host-read advertising with robust audience targeting, reporting, innovation, and control inherent in programmatic advertising. This scalable podcast solution enables brands to launch a script straight from the AdsWizz platform, seamlessly deliver it across multiple podcasts, and reach millions of listeners effortlessly.

Podcast Contextual Targeting

Utilizes speech-to-text transcription technology to enhance transparency in podcast content for advertisers. Podcast Contextual Targeting goes beyond conventional parameters by delving into the core strength of podcasts—their content. Furthermore, Comscore’s Predictive Audiences, in partnership with AdsWizz AI Transcription Technology, allows advertisers to develop privacy-forward and future-proof audience targeting on podcasts.

Forging Ahead – 2024 and Beyond

At CES, AdsWizz demonstrated an unwavering commitment to pushing the boundaries of audio advertising, and we will remain steadfast in our dedication to advancing technological innovation in 2024 and beyond.

“This year at CES, I observed technology providers, data providers, and audio publishers working behind the scenes to meet the market demand for solutions related to audience IDs. These solutions are designed to be cookieless and ID-less, emphasizing a significant reliance on probabilistic data to provide buyers with the necessary data to run successful campaigns in the audio space, capitalizing on its inherent advantages. The advantage lies in the close connection between audio content and specific audiences. It is crucial to delve into podcast content that speaks about the audience or leans into the music genre, which also reflects the audience. Utilizing this approach facilitates the provision of audience identifiers in a privacy-friendly manner. This objective is number one on many people’s lists, and it’s great to see collaboration among industry players to deliver robust solutions that will make a substantial difference this year.”

 

-Justine Benjamin, Head of Global Marketing

If you missed us at CES 2024 but want to know more about our audio advertising technology solutions, contact us now!

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Hailing from Toronto, Canada, Matt plays a pivotal function in the Canadian marketplace. He oversees a diverse podcast portfolio, leads one of the strongest teams in podcasting, and actively pursues innovative monetization strategies to enhance Rogers Sports and Media’s business objectives. It’s a robust role that requires a keen eye for detail, an ear tuned to the audience, and a vision for the future.

Diversity and Curiosity Fueling the Industry 

Matt’s enthusiasm for podcasting is driven by the diversity of voices that populate this sphere. To him (and many others on his team), today’s podcasters constantly push the boundaries of creativity and innovation, united by their shared love for connecting on a deeper level with audiences. Matt anticipates even more eclectic perspectives and viewpoints on the trajectory of podcasting in the coming years, marked by experimentation and learning.

“What I love about podcasting is the curiosity, and I think this is why you go into the space. People who love audio are so consumed by the intimacy of it that they are driven to make it better all the time.”

Canadian Podcasting’s Evolution

Matt describes the Canadian podcasting industry as being in the “crawl-to-walk phase.” Like Australia, Canada invested early in highly-produced shows but faced challenges understanding audience growth and monetization strategies. One unique Canadian challenge revolves around data costs, as data remains relatively expensive in the country. This hurdle underscores the importance of education on the benefits of podcasts and how they fit into data plans.

The Role of AI and Adtech in Podcasting

While Matt acknowledges AI’s (Artificial Intelligence) buzz in the podcasting industry, he sees significant implications in the potential for adtech tools that boost capabilities in audience segmentation, brand safety, accurate inventory prediction, targeting precision, and attribution modeling. These advancements enable podcasting to compete on an equal footing with other advertising mediums, making it an attractive option for advertisers who demand measurable results.

“Creativity will not be replaced by AI, but what it does, is allow us to accelerate our ability to create amazing stories.”

Pacific Content and Rogers Sports & Media’s Unique Approach

Matt’s work with Pacific Content is a testament to the impact of branded podcasts. Pacific Content’s role is to craft narratives that resonate with a brand’s values and shared experiences, resulting in engaging podcast content. Their work with clients like Charles Schwab and Atlassian’s Teamistry has garnered critical acclaim and demonstrated the power of storytelling to build trust and emotional connections with audiences. 

As an influential player in the Canadian media landscape, Rogers Sports and Media’s core business revolves around ad-supported content. Matt and his team commit to transparently connecting advertisers with the right audiences and content, ensuring that podcasting offers the same data and measurement capabilities as other advertising channels.

Educating and Inspiring Clients

Matt underscores the importance of education when working with clients. Rather than inundating them with numbers, it’s essential to help them understand how podcasting can solve their specific business problems by shifting the conversation from metrics to storytelling, focusing on the emotional connection and value that podcasting can bring to their brands.

Looking Ahead

Matt sees the future of podcast advertising, where ads seamlessly integrate into the content so they feel like a part of the story. He acknowledges the shift in consumer behavior, especially among younger generations, who are more open to native advertising and integrated brand stories. That said, this approach needs to respect the trust built with the audience by creating a more natural and engaging experience, preserving the delicate balance between storytelling and advertising.

Matt’s journey in podcasting can be defined by a dedication to creativity, a commitment to partner education, and a mission to value bold storytelling. As he continues to navigate this dynamic landscape, his leadership will inspire others to embrace the power of this medium.

• Look for more profiles with audio interviews and additional AdsWizz content on our blog.
• If you are not an AdsWizz partner and would like to get in touch with us, please visit the Contact Us page.

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The surge in the popularity of podcasts over recent years is no secret. This wave has brought a significant uptick in podcast advertising as this medium is constantly evolving, both in complexity and impact.

However, this rise has not been without its challenges. In an era where privacy concerns hold a prominent place in our digital landscape, podcast advertising has had to pivot to keep up with new data protection laws and regulations, consumer expectations and emerging technologies. As listeners become more attuned to safeguarding their personal data, advertisers and podcast creators alike are navigating uncharted waters to strike a balance between promotion and privacy.

In this privacy-centric era, understanding the core principles of podcast advertising is essential for anyone seeking to harness its potential. To help with this, we’ve joined forces with Proximic to break down the top three essential aspects to grasp about podcast advertising.

 

 

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At Podcast Movement 2023, Gretchen Smith, Vice President of Media at Ad Results Media, sat down with Justine Benjamin, Head of Global Marketing at AdsWizz and Simplecast, to discuss the business of podcast advertising. 

A Texan by Birth. A Podcast Enthusiast by Choice

Gretchen Smith has an unwavering passion for podcast advertising and its remarkable ability to forge meaningful connections with audiences. Gretchen’s journey in podcasting began in the heart of the Lone Star State, where she grew up and later returned after spending a decade in the concrete jungle of New York City. During the pandemic, Gretchen, like many others, sought warmer weather and space, leading her back to the city that holds a special place in her heart. And despite the city’s changes over the years, Austin’s natural beauty and vibrant lifestyle remain constants that continue to draw her in.

A Familiar Face at Podcast Movement – Meeting Objectives and Building Relationships

As the VP of Media, Gretchen oversees client strategy and is actively involved in building the programmatic department. Her team represents various departments and clients at the event, making it an all-encompassing experience, her third time attending this annual gathering of podcast aficionados. From her debut in Las Vegas for Evolutions to the previous year’s event in Dallas, she’s seen the podcasting industry’s growth firsthand.

For Gretchen and Ad Results Media, Podcast Movement wasn’t just an opportunity to attend panels and network with podcasters. It was a chance to connect with clients, educate them, and forge deeper relationships. 

The Human Element in Podcast Advertising

Gretchen believes firmly in securing host approval and crafting engaging ad prompts to guarantee a smooth, immersive advertising experience. In contrast to conventional advertising methods, podcast host endorsements uniquely appeal to listeners. She states:

“Word of mouth is the best way to recommend products to people. It’s the number one reason why people buy things. It’s as if a friend told me about things, and a podcast host is the closest thing to a friend you have without knowing somebody.”

Unveiling Impactful and Strategic Campaigns

This year, Ad Results Media focused on strategically designed campaigns with performance in mind by blending endorsements with produced ads, showcasing the power of combining different ad formats to achieve better results. While some advertisers worry about paying for multiple impressions of the same message, Gretchen values the varied messages and how they can seal the deal for hesitant buyers.

The Future of Podcast Advertising and Ad Results Media’s Role

As for the future of podcast advertising, Gretchen and her team are committed to supporting creators and nurturing relationships between brands and podcasters. They aim to connect clients with creators and create meaningful, long-term collaborations. By focusing on connections within podcasting as a revenue engine for brands, they strive to keep the industry flourishing.

A Call for Collaboration

The need for collaboration and educating agencies and brands about the intricacies of podcasting will lead to better campaigns and support for creators. At its core, podcasting is about connecting with real consumers and delivering meaningful content. In a rapidly evolving podcasting landscape, Gretchen and Ad Results Media are at the forefront, shaping the future of podcast advertising by combining technology, creativity, and a deep respect for the medium’s human touch.

Did You Like this Content?

• Look for more profiles with audio interviews and additional AdsWizz content on our blog.
• If you are not an AdsWizz partner and would like to get in touch with us, please visit the Contact Us page.

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