“Laser-sharp targeting” from AI+analytics in Sonnant/Podder partnership

AI and machine learning company Sonant, and audio demographic analytics firm Podder, have partnered to create better audience insights for audio advertisers.

In a joint announcement, the two companies describe three main benefits:

  • Elevate Content Planning: By fusing Sonnant’s content data with Podder’s analytics, content planners gain unprecedented insights into their audience’s desires.
  • Laser-Sharp Targeting: Advertisers can harness demographic analytics to uncover their ideal audience with surgical precision, optimising campaign efficiency and ROI.
  • Unearth Unexposed Audiences: The combined analysis of content data and demographic insights will unveil untapped audiences and markets, unlocking new growth opportunities for publishers and advertisers alike.

Tony Simmons, Founder and CEO of Sonnant, says “This partnership isn’t just about data; it’s about elevating audio to an essential marketing channel by delivering advertising that resonates contextually, maximising its reach and impact.”

Christian Sorenson, founder of Podder stated, “We’ve redefined the value of audio targeting tools. Our demographic data can show the most engaged audiences, and coupled with Sonnant’s content data, customers will now be able to unlock targeting, planning and measurement for audio that has been talked about for a long time.”

The announcement is the latest in a wave of AI-enhanced demographic targeting in adio advertising.

Sonnant is located in Melbourne, Australia, and Podder is in Catalonia, Spain.

Brad Hill