- 27 de noviembre, 2023

Three key insights for podcast advertising, in a privacy-centric landscape

Abbey Hine
Abbey Hine
Senior Manager, Programmatic Partnerships
Proximic by Comscore
Maddie Loder
Maddie Loder
Content Marketing Associate
Proximic by Comscore

The surge in the popularity of podcasts over recent years is no secret. This wave has brought a significant uptick in podcast advertising as this medium is constantly evolving, both in complexity and impact.

However, this rise has not been without its challenges. In an era where privacy concerns hold a prominent place in our digital landscape, podcast advertising has had to pivot to keep up with new data protection laws and regulations, consumer expectations and emerging technologies. As listeners become more attuned to safeguarding their personal data, advertisers and podcast creators alike are navigating uncharted waters to strike a balance between promotion and privacy.

In this privacy-centric era, understanding the core principles of podcast advertising is essential for anyone seeking to harness its potential. To help with this, we’ve joined forces with AdsWizz to break down the top three essential aspects to grasp about podcast advertising.

1. Conventional ID-based audience targeting methods are no longer as effective

More and more, the conventional approach of using one-to-one, ID-based methods for audience targeting is proving to be insufficient.

In the realm of traditional ID-based user targeting within podcast inventory it’s quite prevalent to utilize IP addresses. However, this method presents challenges when attempting to engage with an audience. In the most favorable scenario, a Wi-Fi derived IP address can provide somewhat generalized insights at the household level but it lacks the granularity needed to obtain specific information about individual users. In less favorable cases, IP addresses associated with a cellular networks offer minimal insights, often limited to coarse geographical information. Depending solely on these traditional ID-based targeting methods introduces significant limitations in terms of precision and data quality.

To maintain the quality advertisers need to execute successful podcast advertising campaigns they can embrace new technologies, such as sophisticated contextual-based solutions that supersede the need for user identifiers.

2. Today, listeners anticipate personalized advertisements within podcasts, and it’s essential for marketers to fulfill their expectations while preserving scalability and respecting user privacy.

In the evolving landscape of podcast advertising, a one-size-fits-all approach is no longer sufficient to meet the expectations of today's listeners. As personalized ads become more prevalent across various devices and media formats, the demand for exceptional podcast ad experiences has accelerated. Advertisers seeking to effectively reach audiences across podcasts must not only meet these personalization expectations but also do so at scale and while respecting the listener’s data privacy.

In the realm of programmatic podcast advertising, relying solely on show-level inventory targeting falls short of securing the desired reach. To address this scalability challenge posed by show-level sponsorships, a diversified podcast targeting strategy incorporating alternative buying methods is essential.

Traditional contextual targeting has long been a cornerstone for reaching podcast listeners based on broad factors like podcast title or genre, but it lacks the ability to make nuanced targeting decisions based on the specific content of individual podcast episodes.

In recent years, AdsWizz has witnessed an explosion of podcast content becoming available for episode-level contextual targeting. Episode-level contextual targeting ensures that ads are more relevant to the content, potentially increasing listener engagement and the likelihood of conversions. Also, this enables advertisers to go much deeper than title or genre targeting with the ability to target concepts, topics, and detailed interests within the podcast at the episode level. Podcasters and advertisers should always consider the potential impact on listener privacy, ensuring compliance with advertising regulations in various regions or countries.

According to AdsWizz’s State of Audio Technology report, between 2021 and 2022 there was a 32.4% increase in transcribed podcast shows, bringing us to a total of 17.8 million episodes transcribed. It is with convergence of this newly accessible episode transcription data and AI-powered contextual technologies where advancements in podcast advertising are taking place.

3. ID-free alternatives backed by sophisticated technology are being widely adopted within audio targeting.

To bridge the gap between consumer demands and advertisers’ scale requirements, novel methodologies for contextual targeting should be embraced. Proximic by Comscore’s AI-powered Predictive Audiences, available through AdsWizz’s platform, use machine learning to analyze individual podcast episodes to understand the nuanced topics covered throughout each episode. This information is used to flag audiences most likely to listen to the episode based on Comscore’s massive first-party datasets which decipher the relationship between content consumption and relevant data such as a user’s demographics or in-market shopping patterns.

This approach enables advertisers to focus on audience targeting using factors like age, gender, retail and CPG purchasing patterns, and in-market automotive preferences, all while preserving user anonymity. By leveraging sophisticated contextual targeting techniques, advertisers can expand their outreach to align with their business objectives, simultaneously delivering a more personalized ad experience to listeners.

More than 400 advertisers are already leveraging Predictive Audiences on AdsWizz campaigns to easily reach their audiences through privacy-friendly contextual signals – and numbers are growing. These advertisers represent brands spanning diverse verticals, from technology and consumer packaged goods to retail and travel, who are enthusiastically adopting Predictive Audiences to more precisely reach their target audience and drive audio campaign performance. This shift underscores the effectiveness and appeal of advanced contextual solutions, heralding a new era of precision, and consumer data privacy in podcast advertising.

Contact us today to discuss how these insights can be applied to your podcast advertising strategies.

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