Panoply Media picks Nielsen for podcast ad targeting

US – Premium podcasting company Panoply Media has selected Nielsen Data Management Platform (DMP) to introduce the first audience targeted podcast marketing as part of its Megaphone Targeted Marketplace.

Audio listening_crop

For the first time, podcast advertisers can use Nielsen’s consumer insights and audience segmentation to run tailored podcast campaigns.

According to Panoply’s 2016 Annual Audience Survey, half of all listeners report buying products advertised on podcasts. 

The Nielsen DMP allows Panoply to anonymously connect listeners to all of their devices and their households, as well as offering audience data on listener interests, demo-, geo- and psychographics, the media they consume, and their online and mobile behaviour. 

Jason Cox, Panoply’s CTO, said: "Apple will soon be providing an unprecedented look at the behaviour of podcast listeners, including when they skip ads and stop listening to episodes.

"That makes our work with Nielsen a crucial tool for creators and advertisers. The Panoply Megaphone Targeted Marketplace will now be able to build detailed, anonymised profiles of listeners across a wide range of shows."

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments


Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts