Nielsen Reaches Agreement With Trio Of Agencies: Active International, Ad Results Media, And Oxford Road For Podcast Buying Power Service

Service provides insights matching podcast listeners with their buying habits

Nielsen announced that Active International, Ad Results Media (ARM), and Oxford Road are now subscribers to Nielsen’s Podcast Buying Power Service. As new subscribers to Nielsen’s service, these agencies will have access to podcast insights spanning 18 genres that can be cross referenced against a massive category of consumer purchase behavior patterns and services usage.

Currently counting over 13 major podcast companies as subscribers, as well as several agency clients, Nielsen’s Podcast Buying Power Service allows clients to profile shows using program titles collected from subscribers in order to connect specific types of listeners with particular advertisers and specific program-level insights. At last count, Nielsen’s Podcast Buying Power featured over 160 of the largest podcast programs in its database.

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Active International, an independent media company and a corporate trade leader for nearly four decades, helps businesses maximize the value they receive for assets, increase their return on ad spend, and generate funding for unbudgeted expenses.

“We are excited about bringing Nielsen’s Podcast Buying Power Service capabilities to our audio clients,” said Jason Endres, Associate Director, National Audio at Active International. “Our unique vantage point in the media industry, combined with these sophisticated insights, will continue to help clients achieve high ROI in quality programming.”

Ad Results Media (ARM) is a trailblazer, leading the audio media industry in branded audio advertising for over 20 years. ARM connects brand messages to hyper-relevant audiences to deliver more meaningful ROI in the form of reach, relevance, resonance and response.

“There’s never been a better time for brands to explore the podcast and audio advertising ecosystem: the most authentic, memorable and mutually beneficial medium for growth,” said Marshall Williams, Partner and CEO at ARM. “As one of the first agencies to combine the disciplines of influencer and audio advertising, we test, collect proprietary data, monitor and buy across thousands of podcast, radio, streaming audio, and popular digital shows. In addition to our proprietary database, inclusive of internal curated metrics across thousands of podcasts, the collaboration with Nielsen’s Podcast Buying Power Service will help us achieve greater clarity into audience analysis and performance diagnostics to better align brands and quantify success and scale effectively for our clients.”

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Oxford Road, with headquarters in Los Angeles, is a strategic agency leader in the audio and podcasting space.

“Oxford Road is redefining how media, technology, and data come together to achieve clients’ objectives in today’s dynamic marketplace,” said Giles Martin, EVP of Strategy and Insights at Oxford Road. “As an agency with industry-leading use of data to optimize campaign performance, we look forward to integrating Nielsen’s unique insights into our toolkit. It will enrich our planning and data capabilities and allow us to take clients to the next level.”

Only Nielsen, with its extensive Scarborough category database, has this type of advertiser connection with podcasting. Nielsen Podcast Buying Power service has the ability to capture results for specific programs and tie them back with over 2,000 retail/plan-to-buy categories and hundreds of advertisers with specific brand names such as insurance companies, automotive, quick-service restaurants, home improvement retailers, and more. These easy-to-use reports are generated from web-based software and have a two time per year data release.

“We are excited to empower these innovative agencies, Active International, Ad Results Media, and Oxford Road, in their mission to achieve best in market results for their clients,” said David Hohman, EVP/Managing Director for Nielsen Global Media’s Demand-Side business. “With more brand advertisers coming into the podcast medium, and Nielsen’s ability to analyze over 160 podcasts, these agencies will be able to reach even greater success as industry leaders.”

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