Podcast listeners are one of today's fastest-growing media audiences, with downloads up 20% in just the past year alone! And here to better help our advertisers reach them, is a next-gen targeting feature that we're very excited to introduce to AudioGO - Predictive Audiences.
Audience data can make or break your digital marketing. Launching an ad campaign without access to the right data is like running an obstacle course blindfolded. Your performance metrics might take a tumble, and you may never end up reaching your goal.
As new privacy regulations and industry changes also start to make cookies and other traditional data tags unreliable, brands and businesses are going to need new, and better, data if they want to continue reaching the right people - and soon.
Fortunately, we have the solution already made for you.
Speech-to-text on steroids meets privacy-friendly user data
In partnership with Comscore, Predictive Audiences is an industry-first, cookie-free targeting solution with over 300 podcast audience segments that span a listener's interests, consumer behaviors, personas, and media activities.
But the real magic happens when we pair this data with AdsWizz's AI transcription tech; which works by converting audio files into text in order to extract keywords, topics, concepts, and sentiments from what's being talked about on your favorite podcasts.
Because by combining AdsWizz's contextual data with Comscore's user info, Predictive Audiences is then able to match your ad with the content your audiences have a high affinity for. Adding another layer of personalization to your podcast targeting.
Not to mention, content-based ad targeting like Predictive Audiences is preferred by the listener, with studies from Edison Research's Q4 2022 Podcast Consumer Tracker showing:
- 66% of listeners are more likely to engage with ads that are relevant to the content they’re listening to.
- 72% of listeners would rather hear or see ads that are relevant to the content they’re listening to.
The benefits to using Predictive Audiences
One of the most obvious benefits to using Predictive Audiences is that it's not supported by cookies. Meaning it's both privacy-friendly and future-proofed from any regulatory changes that may undermine its reliability.
In other words, it uses data you can trust. But what's more, is that Predictive Audiences will also help our advertisers experience:
By leaning on AdsWizz's AI transcription technology to map data signals across our entire podcast inventory - and every episode within it - Predictive Audiences offers more ad opportunities to reach your target audience, unlock new ones, and drive more sales.
By also leveraging Comscore data around real-life content consumption, you can now reach podcast listeners based on their behaviors and personas at very granular levels.
For example, say you’re creating a campaign for a furniture store to promote its latest collection. With Predictive Audiences, you can actually select a segment called 'Retail - Intent - Home and Garden – Furniture' to target listeners who have already demonstrated an intent to buy (through product comparisons and item searches) from online retail sites for Home and Garden, and specifically in this case, furniture.
Improved ad relevancy
Imagine listening to a podcast about the newest lineup of luxury SUVs. Then right in the middle of it, you get served an audio ad about the 2023 Audi Q5. The one you were looking for.
Well, that's basically how Predictive Audiences work. It knows how to serve your ads to the right people, in the right context, and on the right shows. Adding another layer of personalization to your podcast messaging.
How to apply Predictive Audiences in your next ad campaign
Predictive Audiences is a feature that's only available for podcast advertising, so:
1. You'll need to select 'Podcast' as part of the first step in creating your ad campaign.
2. Then proceed to upload or create your podcast audio and display creatives as usual.
3. After you've done that, click 'Predictive Audiences by Comscore' to pick the targeting segments most suitable for your ad campaign.
Note: When adding just Predictive Audience segments to your campaign, our system will know to target each one of them separately. If using any combination of Predictive Audiences AND genre targeting in your podcast campaign, each segment you choose will be added to the other, creating a comprehensive listening audience.
Whichever route you do choose, though, we always recommend you check the Audience Guide to see how your targeting impacts your reach and delivery.
Comscore is a trusted partner for the reliable measurement of cross-platform media audiences. With transformative data science and vast insights into digital, linear TV, over-the-top (OTT), and theatrical viewership, they help advertisers and media companies reach valuable audiences without cookies and help them achieve brand-safe, relevant campaign delivery across desktop, mobile, CTV, and podcasts.
Visit comscore.com for more information.