Podcast Advertising with Triton Digital

  • Published on Jun 21, 2024
  • 1 minute(s) read
Prev Next

What Publishers Want

  • Grow their audience 

  • Publish appealing content 

  • Grow their revenue 

To grow your audience, you need to continue to publish original, appealing content. And to do so you need revenue (pay content editor, program director etc.). There are various strategies to grow revenue, such as advertising.  

As a publisher, you need to retain and grow your audience to be attractive to advertisers, but too much or too disruptive advertising can chase your audience away, decreasing your traffic and therefore losing your valued advertisers. You need the tools to measure your audience, target it, but also control where, how often, and to whom.

What Advertisers Want

  • Increase their brand awareness 

  • Reach their targeted clients 

  • Get the most value for the least amount of money 

  • Measure their ROAS 

Why Podcasts?

Podcasts have an engaged audience. Listeners make the choice of what they are listening to, where and when.  

Edison’s research in Q3 2020 showed that 49% of super podcast listeners (at least 5hrs/wk) have a more positive opinion of advertisers they hear on a podcast they listen to regularly. The same percentage agreed that advertising on podcast is the best way for a brand to reach them.

In a May 2024 article, Ad Result Media found that 95% of podcast regular listeners take action after hearing an ad.

Other research shows that advertising on podcasts brings higher results and higher returns on ad spend.

Triton's Tools for Podcasters

Measurement: understanding the audience 

 Advertising: reaching the audience 

  • Control advertising on your brand.

    • TAP: direct relation with the advertiser.

    • Yield-Op: brand quality control on who or what is allowed on the publisher’s brands.

  • Target specific groups of listeners.

    • Geo location.

    • Devices.

    • Demo and behavior.

    • Content associated:

      • Demo and behavior (regroup: Station tags) 

      • Podcast episode specific 

  • Measure: 

    • Via third-party tracking pixel: advertisers can measure their ROAS.

    • Avails:

      • Know what inventory is available to sell.

    • Tap Explore:

      • Understand your impression traffic trends (when, where).

      • Evaluate overall revenue and eCPM (how much).

      • Share with advertiser: granular campaign reporting.

    • Affidavits.

    • Campaign creative reports:

      • Deeper insight on creative effectiveness (LTR, reach).