Nielsen signs three agencies to its Podcast Buying Power Service

Nielsen has sent around a notice of “a trio of agencies” that have subscribed to the Nielsen Podcast Buying Power Service. They are Active International, Ad Results Media, and Oxford Road.

Nielsen’s service offers insights spanning 18 genres that can be cross-referenced against a massive category of consumer purchase behavior patterns and services usage. The extensive Scarborough category database is leveraged in the service. Nielsen says it now serves 13 “major podcast companies” with the subscription service.

“We are excited about bringing Nielsen’s Podcast Buying Power Service capabilities to our audio clients,” said Jason Endres, Associate Director, National Audio at Active International. “Our unique vantage point in the media industry, combined with these sophisticated insights, will continue to help clients achieve high ROI in quality programming.”

“There’s never been a better time for brands to explore the podcast and audio advertising ecosystem: the most authentic, memorable and mutually beneficial medium for growth,” said Marshall Williams, Partner and CEO at ARM. “In addition to our proprietary database, inclusive of internal curated metrics across thousands of podcasts, the collaboration with Nielsen’s Podcast Buying Power Service will help us achieve greater clarity into audience analysis and performance diagnostics to better align brands and quantify success and scale effectively for our clients.”

“Oxford Road is redefining how media, technology, and data come together to achieve clients’ objectives in today’s dynamic marketplace,” said Giles Martin, EVP of Strategy and Insights at Oxford Road. “As an agency with industry-leading use of data to optimize campaign performance, we look forward to integrating Nielsen’s unique insights into our toolkit. It will enrich our planning and data capabilities and allow us to take clients to the next level.”

“We are excited to empower these innovative agencies, Active International, Ad Results Media, and Oxford Road, in their mission to achieve best in market results for their clients,” said David Hohman, EVP/Managing Director for Nielsen Global Media’s Demand-Side business. “With more brand advertisers coming into the podcast medium, and Nielsen’s ability to analyze over 160 podcasts, these agencies will be able to reach even greater success as industry leaders.”

Brad Hill