World’s Largest Podcast Advertising Marketplace Curates Content Bundles, Creating the Inventory Needed to Grow the Industry
Podcasting solution provider Voxnest, announced the launch of the Voxnest Audience Network, a first-of-its-kind marketplace for in-audio advertising inventory. With VAN, Voxnest is offering brands and advertisers the ability to target precise audiences through buys across bundles of content, curated based on proprietary data to deliver impressions from a specific demographic profile.
Katz Media Group, which represents over 4,000 Radio Stations, 800 TV Stations and the largest Digital Audio offering in the US, reaching over 180 million monthly users, is the first company to sign on to the platform, enabling their advertising partners and agencies to leverage Voxnest’s data-driven audience targeting for podcast advertising.
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Advertisers are realizing that podcast advertising is an effective way to reach highly-targeted and engaged audiences. According to various studies, podcast advertising has become a more effective way for brands to gain attention since listeners are very attentive, hanging on to every word spoken, and are less likely to tune out to an ad compared to other mediums. People put their trust in the hosts of their favorite podcasts, so are more susceptible to brands endorsed by them. Also, ads spoken by the podcast host that are seamlessly woven into the show, are the most popular with listeners and podcasters.
The creation of VAN is part of Voxnest’s ongoing commitment to increasing the value of audio publishing for content creators, advertisers and audiences alike. The international marketplace will enable brands to buy impressions based on audience demographics across a number of programs, all of which have passionate audiences within specified target group. In addition to delivering higher engagement while guaranteeing brand safety for advertisers, these bundles will also enable more, smaller shows to generate revenue.
“With VAN, we’re eliminating one of the biggest barriers to podcast advertising adoption among many big brands and agencies – it’s simply not ‘mass’ enough. Now, instead of manually purchasing inventory in the few shows that have the listener numbers they’re looking for, advertisers can programmatically purchase impressions from the audiences they want. They’re just across a number of different shows,” said Francesco Baschieri, President of Voxnest.
The nature of podcasting has given rise to the success of advertising on the medium. Contrary to that of intrusive traditional advertising, where consumers often feel targeted, podcasting offers an intimate space, providing listeners a sense of familiarity and underlying trust.
“Advertisers win because they get the audience they want, creators win because they have more opportunity to earn money for their work and audiences win because more shows will have the opportunity to thrive,” he continued.
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“Katz is excited to be the first partner to incorporate the Voxnest Audience Network into its rapidly expanding podcast offering, PodKatz,” said Scott Porretti, EVP of Digital for Katz Media Group. “We share Voxnest’s belief that bringing advertiser’s targeted scale will accelerate the growth in the podcasting marketplace. VAN will prove to be a great complement to PodKatz as we work to meet the increasing needs of advertiser demand in this space.”