닐슨, 영국에서 독립적인 팟캐스트 광고 효과 솔루션을 출시합니다.

광고주가 팟캐스트 광고의 효과를 평가할 수 있는 새로운 영국 솔루션 출시

London, 26 September 2019 – Nielsen today announces the launch of a new measurement tool to evaluate the effectiveness of advertising in podcasts.

함께 6 million U.K. adults listening to podcasts on a weekly basis and podcast advertising set to double during the next three years, there is more need than ever for brands to be able to quantify the impact and effectiveness of their podcast ads. This demand is likely to grow as devices like smart speakers are set to increase the popularity of podcasts further, whilst both tech companies and traditional publishers are investing heavily.

이는 미국에서 팟캐스트 측정 분야에서 닐슨의 역량을 기반으로 한 것으로, 연구에 따르면 팟캐스트 광고의 57%가 프리롤 동영상보다 구매 의도를 높이는 데 더 효과적이었으며, 노출된 응답자의 70%가 팟캐스트 광고가 제품 및 서비스에 대한 인지도를 높인다는 데 동의했습니다.1

The Nielsen Podcast Brand Effect solution allows advertisers, agencies and media owners to objectively measure the impact of their podcast advertising, giving them the confidence to make decisions on whether to include podcasts in their media spend, which podcasts to invest in and how to maximise potential future spend in this area. The solution measures brand metrics, such as ad recall, brand familiarity, purchase and recommendation intent – as well as content metrics, which include overall rating, host rating, engagement, and intent to share content.

Amanda Woodley, Head of Platforms, Nielsen, said: “With the number of weekly podcast listeners almost doubling in the last five years, advertisers, agencies and media owners, recognise the benefits of this new medium to reach consumers. However, though podcasts are now becoming an essential part of media plans, there remains a broad lack of understanding about their quantifiable effectiveness. Nielsen Podcast Brand Effect will help advertisers to unlock this understanding so they know what formats, types of podcast and audiences work best for their brand.”

참고:

³ Nielsen Podcast Sponsorship Effectiveness: Stats & Stories for courting advertisers and audiences