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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Decoding the IAB Podcast Measurement Certification

For advertisers and podcasters unfamiliar with this certification, the  IAB Podcast Measurement Certification confirms that a company aligns with the IAB’s stringent Podcast Measurement Guidelines. These guidelines are the backbone of trust, understanding, and credibility in podcasting, ensuring data is measured and reported accurately and consistently.

The Unparalleled Advantages of IAB Certification

Industry Standardization

AdsWizz and Simplecast have positioned themselves at the forefront of industry best practices by achieving the IAB certification. This crucial standardization ensures consistency and interoperability within the digital advertising ecosystem, keeping us ahead in an ever-evolving field.

Trust and Credibility

Our certification bolsters our reputation, providing advertisers, publishers, and stakeholders with the confidence that we adhere to the highest industry standards and practices. 

Quality Assurance

The comprehensive evaluation process for IAB certification underscores our drive for quality in ad measurement, audibility, fraud prevention, and data privacy, ensuring we meet and exceed exceptional quality standards.

The Significance of Recertification

Our journey to recertification was characterized by the integration of AdsWizz and Simplecast’s methodologies into a unified approach for podcast measurement. This not only aligns us with the IAB’s metrics and methodologies, but it also enhances the accuracy and reliability of our data across podcast content and ads analytics, ultimately benefiting podcasters.

What This Means for You

For Buyers

This certification assures advertisers of the reliability and accuracy of the data provided by AdsWizz. This enables more informed decision-making and investment in podcast advertising. It also signifies a trusted environment where investments are protected against fraud and discrepancies in data measurement.

For Sellers

This achievement translates to enhanced credibility and trust with podcast audiences and advertisers. It assures partners of the quality and reliability of content measurement, fostering better monetization opportunities and growth.

Measurement: The Heart of Our Achievement

Our mission to establish the highest measurement standards goes beyond mere compliance; it’s about setting a benchmark for excellence in podcast advertising and content creation. This certification marks a step forward for industry innovation and growth. We appreciate the IAB and the audio community’s support and welcome all to join us in advancing the future of audio.

Stay tuned for more updates as we continue to elevate the standards of podcast measurement and analytics, reinforcing our dedication to excellence in the digital audio landscape. 

• For further details about the certification program, check out the IAB Tech Lab site and view our certificates in the Podcast Compliance section.
• Do you want to learn more about measurement or how to get started in audio advertising? Contact us.
  

by Brendan Kelly, Director of Ad Quality at AdsWizz and SiriusXM Media

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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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SiriusXM Media, the advertising arm of SiriusXM, will sell Locked On inventory through its new sports collection—inclusive of SiriusXM sports content (the official representative of six leagues), NBC Sports, and select sports podcasts in the SiriusXM Podcast Network. Through SiriusXM Media’s sports collection, advertisers can seamlessly align with sports content or specific leagues (such as the NFL, NBA, MLB, and college sports) through SiriusXM Media’s contextual targeting data and programmatic capabilities. This will allow brands to access inventory across Locked On and Locked On’s sub-networks dedicated to various sports leagues. Locked On includes more than 200 sports podcasts with daily episodes dedicated to NFL, NBA, MLB, and NHL teams, as well as over 60 prominent colleges and major college conferences.

Locked On’s lineup of hosts, team experts and insiders reach passionate local sports fans at national scale with daily team podcasts featuring the insights, analysis, and interviews avid fans crave. Last year, Locked On is reported to have delivered 300 million audio downloads and video views to avid sports fans.

This new relationship will enable advertisers and brands to tap into this growing and passionate fandom of sports listeners and purchase Locked On’s advertising inventory programmatically through SiriusXM Media and AdsWizz’s Podcast Marketplace.

To learn more about how AdsWizz can support your podcast monetization needs, reach out now.

The post Locked On Podcast Network and AdsWizz Announce New Advertising Relationship appeared first on AdsWizz.

The Turning Point: Google Sets the Stage

Google’s 2020 announcement to phase out third-party cookies in Chrome was a wake-up call for the ad tech industry. Fast-forward to January 4, 2024, when Google began the phase-out, affecting 1% of Chrome users as a precursor to a complete ban later in the year. This bold step underscored the pressing need for innovation in how ads are delivered without compromising user privacy.

Leading the Charge: AdsWizz’s Approach to Cookie-Free Advertising

At AdsWizz, we saw the writing on the wall early. Our analysis reveals that while we expect the impact of third-party cookie deprecation in Chrome to be minimal across our platform overall, with less than 5% of daily ad requests logged on average, some signal disparities inherited from the type of environments operated might inflate the risk set by Google’s browser enforcement. Additionally, environments characterized by low signal and the absence of cookies, which are predominant in podcast and streaming mobile app listening, may encounter minimal impact due to the phasing out of third-party cookies. Conversely, publishers relying heavily on web environments might face a more significant effect. 

Innovation at the Forefront: Contextual and Mood-Based Advertising

Our leadership shines in contextual advertising, particularly within the podcast realm. We’re pioneers in introducing Comscore Predictive Audiences, leveraging our proprietary transcription technology to classify podcast content. This approach, combined with Comscore’s panelist consumption data, creates a content-to-content bridge that offers a nuanced view of listener preferences, setting a new standard in ad relevance without infringing on privacy.

Our Mood Targeting technology is another area where we’re breaking new ground. By understanding the emotional context of content, we enable advertisers to connect with audiences in a deeper, more meaningful way, enhancing trust and ad effectiveness.

Embracing New Technologies

Our commitment to innovation and privacy-respecting ad targeting methods remains steadfast, and there will be more to come from our ongoing work with Google’s Privacy Sandbox. Our efforts extend beyond technology to strengthen partnerships with major data vendors and industry bodies, ensuring a seamless transition to a post-cookie era.

Looking Ahead with Optimism

AdsWizz maintains its commitment to privacy-focused solutions as we navigate the evolving realm of digital audio advertising. We stand ready to tackle the challenges and seize the opportunities to help our clients engage with their target audiences effectively and responsibly.

We’re eager to hear from you! Contact us now to share your thoughts, questions, or insights. Let’s explore the future of audio advertising together!

by Maria Breza

Vice President, Audience Data Operations & Ad Quality Measurement at SXM Media and AdsWizz

and

Vice President, Customer Success at AdsWizz

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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.

The post Navigating the Programmatic Audio Ecosystem appeared first on AdsWizz.

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.

The post Audio Advertising: How Brands Can Build Trust Through Emotional and Contextual Connection appeared first on AdsWizz.

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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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