We’re thrilled to announce that we’ve signed a new agreement with Nielsen today for the use of Nielsen Audience Segments. With this contract, both advertisers who utilize Voxnest Audience Network and podcast publishers on Spreaker, a Voxnest brand, will utilize the integrated data in order to achieve a richer understanding of podcast listeners, get specific with audience targeting, and drive better advertising outcomes overall.
Through the technology of Voxnest Audience Network – our marketplace with more than 20,000 podcasts and 200 million monthly downloads – we help advertisers connect with prospective customers, target their niche and optimize for best results. With the integration of Nielsen Audience Segments, advertisers in the programmatic marketplace will be able to get even more granular with delivering ads to specific segments of podcast listeners based on data like purchase intent, demographics, interests, geography, psychographics, and media consumption.
While the entire programmatic podcast advertising segment saw some growth in 2019, our network experienced a significant increase of 138.5 percent year-over-year. As the segment continues to grow, advertisers, agencies and podcast publishers are all seeking more data to help inform and improve the decisions involved in their advertising strategy. Access to precise data is even more important now amidst the uncertainty of the COVID-19 pandemic; advertisers want to be comfortable allocating their budgets towards buys that are accurate, and our relationship with Nielsen helps to ensure that.
The benefits of the agreement with Nielsen will also extend to content creators and publishers – with Professional and Enterprise level plans – on Spreaker, the one-stop shop platform for hosting, distributing and monetizing podcasts. In the secondary phase of the integration, Nielsen Audience Segments will give podcasters a more robust podcast analytics dashboard, including detailed demographics and a whole host of useful information.
The podcast advertising market is rapidly growing and changing, and while that makes it an exciting time to be in the industry, our clients – especially sales organizations like Katz Digital – are also looking for data to help them navigate this new territory. We’re excited that working with Nielsen will give them an even deeper understanding of how to connect with the right listeners.
Nielsen Audience Segments is a product that’s derived from high quality audience data, and it gives a complete view of the consumer and enables targeting across all the major listening platforms.
This new integration with Nielsen is yet another way that we continue to strive towards being the leader in programmatic podcast advertising technology.