Veritone One is the latest podcast entity to subscribe to Nielsen’s Podcast Buying Power Service, Nielsen is announcing today. Nielsen’s subscription program ties listeners and their buying habits to podcast categories, to help advertisers (especially brand advertisers) plan more effective and targeted campaigns.
The Podcast Buying Power Service launched in July of last year, with five major podcast publishers as charter subscribers. As a new subscriber Veritone One stands out as an audio advertising agency serving more than 100 active clients across 15,000 clients.
Nielsen’s program connects with its Scarborough category database, which the company points out to establish the uniqueness of its podcast listener targeting. Here is how Nielsen describes the benefit: “Nielsen Podcast Buying Power service has the ability to capture results for specific programs and tie them back with over 2,000 retail/plan-to-buy categories and hundreds of advertisers with specific brand names such as insurance companies, automotive, quick-service restaurants, home improvement retailers and more. These easy-to-use reports are generated from web-based software and have a two time per year data release.”
Veritone One wants the service to help ease brand advertisers into podcasting. “Nielsen’s research will help us refine our current placements and unlock market opportunities for new advertisers wanting to enter the medium,” said Conor Doyle, SVP of Strategy and Investment at Veritone One. “Access to consumption and audience data will attract brand advertisers who have been previously hesitant to enter the largely direct-to-consumer space.”