Audioboom (BOOM) announced on Wednesday a partnership with global data and analytics company Nielson to profile podcast audiences and connect specific types of listeners with particular advertisers and provides specific program-level insights.
Nielsen Scarborough’s program, the Podcast Listener Buying Power Service, collects data on listeners that goes beyond the data Audiobom currently collects.
It provides information that includes purchase history, purchase intent, household income, education levels, interest, political stance, demographics and other behaviours.
The idea is to create stronger buying opportunities for its advertising partners and grow advertising revenue.
The service has a sample of over 30,000 respondents across 18 podcast genres and over 2000 retail/plan-to-buy categories and hundreds of specific brand name advertisers.
Brad Kelly, Managing Director, Nielsen Audio commented: "As podcasts continue to grow in popularity, the industry is looking for tools that will help correlate specific types of listeners with particular advertisers.”
Stuart Last, COO of Audioboom said: "Our business is built around making podcasts accessible and profitable for podcasters and advertisers, and having insights available from Nielsen's Podcast Listener Buying Power Service will provide significant value for the advertisers and the talent that we work with.”
He added: “We're looking forward to utilising the full potential of this data to allow our clients, advertisers, and agencies to maximise monetisation opportunities."
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