New Nielsen service provides podcast viewers insights for promoting

Advertising and marketing analysis agency Nielsen has launched a service to supply podcasting networks with insights on their audiences equivalent to style preferences and buying habits. The information 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 carried out throughout a random pattern of 30,000 Individuals. On the service’s launch, clients embrace iHeartMedia, Cadence13, Midroll, Westwood One and Cabana. 

Why we should always care. In 2018, U.S. advertisers spent a report $479 million on podcast adverts. That determine is predicted to surpass $1 billion by 2021, in accordance with the IAB.

Podcast promoting has been held again by a scarcity of listener insights, making it exhausting 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 remains 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 wish to attain,” mentioned Cathy Csukas, co-founder and CEO of Cabana. Though Nielsen’s service doesn't present stay information and the pattern measurement is comparatively small (for comparability, 32% of Individuals aged 12+ have listened to a podcast within the final month, in accordance with Edison Analysis), it does equip podcast networks with extra data that they'll 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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