Audacy: Digital Audio Delivers on Power of Audience Buying

That was a big topic of conversation during an Audacy Insights webinar on audiencebased buying that featured Ken Lagana Audacy39s Executive Vice President Digital Sales ampamp Strategy Omer Jilani Vice President of Sales for the data measurement firm Claritas Maria Tullin Horizon Media39s Vice President and Managing Director of Advanced and Digital Audio and moderator Idil Cakim Audacy39s Senior Vice President of Research and InsightsAmong the points that were raised podcast listeners are active engaged listeners who are fiercely loyal to their hosts According to the latest Edison Research Infinite Dial report the audience is robust with 38 of Americans or 177 million users listening to podcasts monthlyWhat39s more podcast ads are highly effective In a recent Nielsen study threequarters of listeners say they don39t mind ads and sponsors because they support their favorite shows And 69 said they learned about new brands from podcast adsTo achieve scale and targetability with podcasting Horizon Media39s Tullin said she deploys a threepronged approach Step one is hostread ads with a show and personality that align closely with the brand Then she identifies category verticals Finally she layers in a targeted run of podcasts or show audience segments on a larger podcast network to broaden reachquotFocusing on audience segments really allows us to broaden reach and get us to a place where we39re exploring a lot of genres that a brand39s audience might be interested in while maintaining nichequot Tullin explained quotIt39s a great way to build scale while honing inquotTake this hypothetical example for a runningshoe company Tullin said she would buy podcast ads in obvious categories including fitness wellness and shows about running Then she would lean into the brand39s firstparty data to learn more about its customers If that revealed they also love learning and comedy she would add those to the list of podcast categories and buy across a network for scale Sometimes the data leads brands to unexpected audiences like people who buy running shoes might also be avid true crime listeners That would add another vertical to the buyData and attribution are helping podcast advertising get more sophisticated quotWhat39s possible today wasn39t possible even three years agoquot Tullin noted quotPublishers have a much better understanding of their audiences which creates a really good marriage with brands understanding their audiences We39re able to really put that together and create a more holistic and compatible relationship between the audiences we39re looking for and being able to find themquotTo help marketers Audacy recently launched the Audacy Digital AudienceNetwork a onestop ad solution that enables marketers to activate a campaign across Audacy39s portfolio Now one campaign can easily buy podcasts digital streaming and AMFM radio stationsquotInstead of going to market with a piecemeal approach we rolled out the network to enable a more holistic buy across our digital audio networkquot Lagana explainedAs demand for podcasts grows the biggest stars like Conan O39Brien or Joe Rogan are becoming too expensive for some advertisers By offering more data and making it easy to buy audio publishers like Audacy can help clients identify other opportunities That39s where podcasting gets exciting Tullin said Instead of just the hit podcasts she can guide clients to other show hosts and verticals quotDepending on the KPI and product there are so many options to find the right person at the right price pointquot she explainedOf course marketers still want to see hard data for buys and attribution Currently there isn39t a single independent source for podcast ratings and measurement so the industry relies on a variety of firstand thirdparty data and custom studiesClaritas works with both audio publishers and brands to study ad delivery and efficacy As podcasting matures more medium and large brands are coming on board and they have high expectations for targeting and reporting noted Jilani Claritas helps them find the best options quotThis year our focus is to get with big platforms and publishers to ensure our clients the Audacys and Horizons can enable audience targeting at the niche level or general demo levelquot he addedAt Audacy Lagana said the team tailors each media buy to its clients39 needs and objectives and there really is something for every brand quotThere39s no one size fits allquot he said quotThere are tactics for every different approach Optionality is missioncriticalquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Audacy: Digital Audio Delivers on Power of Audience Buying

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Alli Romano

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