Acast Launches Audience Segments Targeting Capability

RADIO ONLINE | Monday, April 24, 2023 | 4:51pm CT

Acast

Acast has launched Audience Segments on its self-serve podcast advertising platform. The new capability enables advertisers booking campaigns through the self-serve platform to target listeners based on Nielsen Audience Segments across Acast's more than 92,000 podcasts. Available now to advertisers in the U.S., Canada and Australia, Audience Segments marks Acast's commitment to democratizing the podcast advertising industry.

"We built our self-serve advertising platform as a response to the market demand from advertisers and have continued to innovate in ways that keep their needs central to the product," said Acast Product Manager Niklas Lagerberg. "We've seen not just more advertisers, but more experienced advertisers booking podcast campaigns through the self-serve platform. These seasoned marketers expect the same experience that they receive when working with the Acast sales team: efficient buying and accurate audience targeting at scale. Audience Segments brings this first-class experience to the self-serve platform by enabling more accurate audience targeting at the moment of ad injection."

"As a media brand, we knew podcast advertising would be a seamless inclusion to our media mix. What we didn't know was just how easy Acast's self-serve platform would be to book the campaign, identify our target audiences, and measure the results," said Tortoise Media Head of Marketing and Membership Claudia Collins. "Even though we were booking our own campaign, the Acast team was there to answer any questions we had so we never felt alone in the process."

Previously, advertisers booking campaigns through Acast's self-serve platform could only target podcasts by listener demographics, location and show content category. Leveraging Nielsen Audience Segments and extensive insights, Acast's Audience Segments targeting feature provides an extra layer of intelligence to its self-serve platform. This effectively enables brands to target listeners within specific segment categories including Business Leaders, High Income Earners, Tech Enthusiasts, Travelers, Parents, Pet Owners and more.

Similarly to working with a dedicated sales team, Acast's self-serve advertising platform allows advertisers to effectively measure their campaign performance at every step of the conversion funnel. Acast works with third party vendors including Podsights, ArtsAI, Claritas, Veritonic, and others to enable pixel-based solutions for impression tracking, verification, brand uplift, attribution and more.