Triton Digital’s Tap Podcast advertising solution has a new client — Australian podcasting platform Whooshkaa, which will use Tap to monetize its audio content. Whooshkaa aggregates more than 800 Australian and international podcasts on its mobile app.
Tap Podcast dynamically “stitches” ads into podcast episodes in real-time, bringing several advantages to marketers and producers. The platform can target audience groups beyond the inherent topicality segment that many podcasts bring to the table (e.g. health, sports, etc.). Also, since the ads are inserted at the time of campaign, not hard-embedded into the show, the program’s advertising remains current no matter when the user listens, if the download is fresh. (This real-time aspect doesn’t hold with programs downloaded in the past, a peculiar aspect of podcasting which stubbornly remains, partially at least, a downloaded medium rather than a streaming medium.)
“Triton’s expertise in digital audio advertising and their intuitive, robust technology are unparalleled,” Whooshkaa founder Rob Loewenthal said. “They are the perfect partner with which to lead the podcast movement in Australia, powering a personal and relevant listening experience for the Whooshkaa audience, while providing publishers and advertisers with both accountability and a high return on their advertising investments.”