In a sign of podcasting’s evolution from cottage industry to a maturing advertising category, Nielsen has announced an agreement with Slate-owned Panoply, a leading podcast network that produces its own shows, represents ad inventory across a larger portfolio, and provides a hosting technology platform called Megaphone.
It is Megaphone which is leveraging Nielsen’s Data management Platform (DMP), part of the Nielsen Marketing Cloud. The audio-based DMP was launched just a few weeks ago, with Westwood One as an initial partner.
The partnership creates a spinoff division of Megaphone, called Megaphone Targeted Marketplace. The venture is designed to meet advertiser demand for audience targeting of audio commercials and sponsorship messages, a level of specificity that has become standard requirement in nearly all types of digital advertising, driven largely by programmatic platforms.
Audience targeting in podcasting has traditionally been determined by show topic, host celebrity, and broadly leveraging a host-audience trust which is characteristic of podcasts. But these general attributes are not necessarily enough to attract agencies and advertisers accustomed to more granular reach to certain types of consumer. that’s where data-informed audience segments come in.
Nielsen claims that 60,000 audience segments can be addressed in its Marketing DMP, achieved by combining the company’s extensive array of datasets across many types of consumer activity — that includes purchasing and sales data touching 184-million individuals.
The hook-up with Panoply works not only when a podcast is triggered from the Panoply site, but also ion the Apple Podcasts app (where the majority of podcasts are distributed to listeners) and other “podcatcher” apps. to the extent that this enhanced capability attracts advertisers and ad dollars, Panoply benefits not only in the monetization of its own programs, but also in the attractiveness of Megaphone hosting to out-of-house clients.
“With its highly engaged audience, podcasting presents advertisers with an unparalleled opportunity to connect and engage with listeners in a way no other digital platform can,” said Brendan Monaghan, CEO of Panoply. “Nielsen Marketing Cloud gives us direct access to a remarkable breadth and depth of audience data. This helps us enhance the value of our audience and enables our advertisers and podcasting partners to run audience-targeted campaigns for the first time in podcasting.”