From the steady increase of monthly podcast listeners (currently at 104M Americans), to the 48% increase in ad revenue year-over-year –– podcasts are one of the biggest growth opportunities for publishers and advertisers. As long time supporters of this valuable and engaging platform, we continue to invest in our podcast tech. With that, we’re excited to announce a slew of enhanced features available on our publisher and advertiser platforms.
- Third-Party Verified Brand Safety
- Contextual Targeting
- Consumption Type Targeting
- Podcast Sponsorship
- Ad Sequencing
- Frequency Capping
- Audience Insights dashboard
For publishers, these tools give a more efficient way to package podcast inventory and greatly enhance the listener experience. For advertisers, these tools bring flexibility and granular targeting to better reach their target listeners in unique ways.
Third-Party Verified Brand Safety
Delivering brand safe advertising in podcasts can be tricky. Some podcast content varies episode to episode and can include topics that don’t match with preset descriptions. Not being able to target against accurate content topics can create uncertainty and oftentimes prevent brands from advertising on podcasts altogether. To address this challenge, AdsWizz and Comscore came together to create a first-to-market solution that gives publishers and advertisers a way to confidently buy and sell brand safe inventory. AdsWizz brings the full text analysis of an episode and Comscore brings the trusted content segments – such as weapons, negative news, and now pandemic content – to ensure ads are always aligned to the content appropriately. Read more about the partnership here.
Through content analysis, our contextual targeting feature taps into multiple sources of content segments to include or exclude in targeting strategies. For example, by searching the topic “psychology”, this feature can return a list of segments from IAB categories, Media Topics, news codes, and so on. Contextual targeting lets ad buyers serve their ads only to podcast shows or episodes that have psychology as a central theme, even if it isn’t included in the preset descriptions.
Both Brand Safety with Comscore and Contextual Targeting can be found within our PodScribe solution.
Consumption Type Targeting
When managing campaigns, podcast consumption type targeting lets you select between streamed or downloaded podcasts. This ensures that when promoting time-sensitive offers or when attribution measurement is needed, you are able to select an audio format that meets the campaign needs. Generally, streaming should be used for time-sensitive situations. For example, when promoting a virtual concert, you should select streamed podcasts and control the time frame of the message being delivered. For brand awareness campaigns, streaming or downloaded podcasts can be equally awesome.
With our enhanced Podcast Sponsorship feature, publishers can provide advertisers with the opportunity to sponsor an entire podcast, an episode of that podcast, or a set of episodes (including the whole back-catalog). Publishers can even offer ad break positions, like the coveted pre-roll position of multiple podcasts or episodes. These dynamic functions allow publishers to keep the effectiveness of the traditional sponsorship method, while having the option to open up more advertising opportunities when both sides are seeking something beyond traditional ads.
It can be challenging to tell a full story in a 30-second audio ad. Our Ad Sequencing feature allows a richer story to be told through multiple ads in a pre-defined order, regardless of format – streamed or downloaded. Ad sequencing can be applied to one episode or across multiple episodes, whenever the same listener is identified.
Bonus points: Combine Ad Sequencing with Podcast Sponsorship to fully align brand messages to the podcast content. With this lovable pair, brand awareness and recall are strengthened.
It’s all about keeping the listener happy. Frequency capping helps maintain a positive listening experience and prevents overexposure to the same ad. Our enhanced feature gives you control at the episode level, not just across multiple episodes. This feature can even cap at the publisher level by estimating the potential reach of the publisher.
Audience Insights Dashboard
With our audience insights dashboard it’s possible to explore a campaign’s delivery beyond the usual KPIs. Create chart representations with customizable widgets to highlight key metrics for a visual and personalized view of campaign performance within specific audience segments. Explore demographic data (including age and gender), device type, and genre or behavioral patterns of the audience to strengthen targeting strategies and increase ad performance.
These new features can be used across all the ways publishers and advertisers transact advertising – direct sales, programmatic PMP deals, PodWave Marketplace, and third-party sales.
Is your interest piqued? Reach out to learn more: email@example.com