![]() ![]() ![]() “That makes our work with Nielsen a crucial tool for creators and advertisers. The Panoply Megaphone Targeted Marketplace will now be able to build detailed, anonymized profiles of listeners across a wide range of shows. “Apple will soon be providing an unprecedented look at the behavior of podcast listeners, including when they skip ads and stop listening to episodes,” said Jason Cox, Panoply’s CTO, in a news release. Panoply’s work with Nielsen offers a quantum leap in podcast metrics. The Nielsen DMP enables Panoply to anonymously connect listeners to all of their devices and their households, and offers a wide spectrum of Nielsen audience data that reveals listener interests, demo-, geo- and psychographics, the media they consume, and their online and mobile behavior. Nielsen will provide Panoply with advanced consumer insights and audience segmentation, enabling its advertising partners to tailor their messages to specific podcast audiences, thereby increasing message relevance and campaign performance. But now, media giant Nielsen has announced that Panoply has selected its Data Management Platform (DMP) to power in part its Megaphone Targeted Marketplace, which introduces audience targeting to podcasting for the first time. However, advertisers haven’t taken advantage of this opportunity with customized messaging. According to a recent survey from podcasting brand Panoply Media, half of all podcast listeners report buying products advertised on the programs.
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