Voxnest's Podcast Platform Spreaker Integrates With Nielsen
|RADIO ONLINE | Wednesday, April 8, 2020|
Voxnest has signed a new agreement with Nielsen for the use of Nielsen Audience Segments. Under the deal, both advertisers who utilize Voxnest Audience Network and podcast publishers on Voxnest's Spreaker will utilize the integrated data in order to achieve an understanding of podcast listeners, get specific with audience targeting and drive better advertising outcomes overall.
Voxnest Audience Network -- a marketplace with more than 20,000 podcasts and 200 million monthly downloads -- helps advertisers connect with prospective customers, target their niche and optimize for best results. With the integration of Nielsen Audience Segments, advertisers in the programmatic marketplace will be able to get even more granular with delivering ads to specific segments of podcast listeners based on data like purchase intent, demographics, interests, geography, psychographics and media consumption.
While the entire programmatic podcast ad segment saw some growth in 2019, Voxnest's network increased 138.5 percent year-over-year. As the segment continues to grow, advertisers, agencies and podcast publishers are all seeking more data to help inform and improve the decisions involved in their ad strategy. Access to precise data is even more important now amidst the uncertainty of the COVID-19 pandemic; advertisers want to be comfortable allocating their budgets towards buys that are accurate, and Voxnest's says its relationship with Nielsen helps to ensure that.
The agreement with Nielsen will also extend to content creators and publishers -- with Professional and Enterprise level plans -- on Spreaker. In the secondary phase of the integration, Nielsen Audience Segments will give podcasters podcast analytics dashboard, including detailed demographics and a host of useful information.
"The podcast advertising market is rapidly growing and changing, and while that makes it an exciting time to be in the industry, our clients - especially sales organizations like Katz Digital - are also looking for data to help them navigate this new territory," said Voxnest COO Andrea De Marsi. "We're excited that working with Nielsen will give them an even deeper understanding of how to connect with the right listeners."
"Nielsen Audience Segments is a product that's derived from our high quality audience data, and it gives a complete view of the consumer and enables targeting across all the major listening platforms," added Nielsen Vice President of Business Development Jonathan Schwartz. "We're thrilled to help Voxnest's clients and partners make even smarter advertising decisions."
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