Growth marketing agency mowMedia has rolled out new updates to its mowPod Boost self-service podcast advertising platform, the company has announced, allowing users to target certain demographics using AI-generated display ad campaigns to drive downloads to their podcast.
With the new updates, podcasters can select which demographics they want to target with their ad campaigns by geographic location, gender, age, and household income. Podcasters will also be able to track their campaign’s performance in real-time with reports from the platform including insights on audience demographics, devices, daily delivery statistics, creative performance, and geographic data.
“Our mission has always been about amplifying the voices of podcasters, and our technology has been pivotal for numerous prominent podcasts and networks over the last four years,” said mowMedia CEO and co-founder Mike Wiston. “Now, with mowPod Boost Self-Serve, we’re providing even more control to podcasters, giving them the tools to curate how and to whom their ads appear."
Contextual targeting tools are also becoming an increasingly important consideration for on-podcast advertisers, according to audio ad tech company AdsWizz’s State of Audio Technology Report 2023. They can help drive better engagement and help brands that want to advertise in audio run more effective campaigns with minimal wastage as well as provide a more personalised experience for the podcast consumers.
Users can create an ad campaign on mowPod from as little as $100. mowPod then uses AI to generate creative for display ads and implements its contextual targeting tools to place ads across several websites and drive IAB 2.0-compliant downloads to the podcast. Each download has a cost per acquisition (CPA) of $0.90, according to the website, so a $100 budget would generate 111 downloads.
mowPod has worked with a number of podcast clients including ones from big networks like SiriusXM, Crooked, The Oprah Winfrey Network, Warner Music Group, Condé Nast, and more.