Podcast hosting platform Libsyn has today announced the addition of contextual targeting capabilities to its advertising offering, based on keyword analysis and audience segmentation, joining the wave of cookie-free targeting solutions being introduced by podcast advertising providers.
The new feature, which the company calls Predictive Contextual Targeting, allows advertisers to target specific audience demographics with increased precision and at scale, based on their content preferences. It uses audience data, advanced speech-to text transcription, and intelligent categorisation to identify the context of individual podcast episodes and classify them into a wide range of subcategories.
Examples of audience segments that advertisers can connect with including Fast Casual Restaurant Users, Interest in Home Improvement, Pet Owners, and more.
A number of other companies in the space have already implemented contextual targeting tools and solutions, including Acast’s keyword targeting solution, which the company launched in November last year through the Acast Marketplace, and digital advertising platform AMA (A Million Ads) which partnered with Sounder to integrate its contextual podcast data into its ad creation tool AMA Studio.
The ability to target listeners at a granular level has become an increasing concern for podcast advertisers, as reported in the AdsWizz State of Audio Technology Report 2023, particularly with the looming prospect of third-party tracking tools being phased out.
“Podcast advertising is gaining momentum, attracting more advertisers eager to connect with vast and engaged audiences, and we recognise the growing need for sophisticated targeting capabilities,” said Libsyn AdvertiseCast chief revenue officer Dave Hanley. “At Libsyn, we're continuing to invest in cutting-edge adtech solutions to meet these needs.”
“The launch of Predictive Contextual Targeting underscores our dedication to empowering advertisers with advanced targeting capabilities to achieve their brand goals, whether it's direct response or brand awareness.”
The Predictive Contextual Targeting solution is available for advertisers through managed, run-of-network and programmatic or private marketplace deals across popular demand-side platforms. Libsyn’s AdvertiseCast and its subsidiary Julep Media offer advertisers access to a combined inventory of podcasts with approximately 500 million monthly global impressions.
“With the combined scale of Libsyn’s AdvertiseCast and Julep Media, we’re unlocking the potential for advertisers to reach a diverse, global audience,” said Libsyn head of international and Julep CEO Steffen Hopf. “North American brands can now effortlessly target European listeners and vice versa, empowering advertisers to build their brands and forge meaningful connections across continents.”
In 2023, Libsyn has worked to grow its advertising marketplace AdvertiseCast through launching new features such as Automatic Ads and signing exclusive deals with a number of large podcasts networks like Multiture, Upfire Digital, and Big IP Media and podcast shows like comedy series Knock ‘Em Dead with Rachel Bradley and Christopher Titus and The Roseanne Barr Podcast.
Libsyn yesterday also announced a new exclusive multi-year advertising partnership with the Beautiful Stories From Anonymous People podcast hosted by comedian Chris Gethard. The podcast has been running since 2016 and has over 400 episodes, with an average of 50,000 downloads per episode.