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Improved metrics integrate demographic, socio-demographic, media behavior, and person-level purchase intent to further inform podcast advertising decisions
NEW YORK – (BUSINESS WIRE) – Triton Digital®, the global leader in digital audio industry technology and services, today announced a collaboration with audio research firm Signal Hill Insights, to provide demographic and socio-demographic audience data on podcast listeners and downloads in the United States. The new Demos + solution, an enhancement to Triton Digital’s podcast metrics, is the first-ever integration of census and survey-based research podcast measurement methodologies.
Through this collaboration, podcast publishers, advertisers and agencies will be able to leverage podcast download metrics based on demographic, socio-demographic, media, and person-level purchasing intent. Several leading audio publishers have started to use this data.
“These new metrics from Triton Digital and Signal Hill Insights are beneficial in understanding the behaviors and demographics of podcast audiences,” said Mike Jensen, CRO at Kast Media. “We’re always looking for new ways to learn more about our audience, and we’re excited to have access to this new data. At Kast, we see Triton as an industry leader in audio technology and measurement and look forward to leveraging this new data in 2022 to provide the show’s sponsors with additional information about the audience. Kast show through a respected third-party partner of Triton.
Together, Triton Digital and Signal Hill have launched a large, year-round survey that is representative of the podcast listening population in the United States. Demos + uses the Podcast Metrics metric census-level data to identify overlap of listeners to scale the information based on the podcast survey. This unique approach allows Triton to project audience makeup for virtually any podcast size – a capability previously hampered by the podcast survey’s sample size limitations. With this information, podcasters will have a clear view of their audience, and marketers will be able to more easily identify which podcasts best reach their target audience.
“As pioneers in audio measurement, we remain committed to advancing our products and services and providing our customers with data and technologies that enable the power of podcast advertising to be both simple and effective.” said Daryl Battaglia, SVP Market Development. & Strategy, Audience studies at Triton Digital. “We are delighted to be working with Signal Hill to provide the highest accuracy and reliability in demographic reporting in podcasting to date, which will further increase advertisers’ interest and confidence in podcasts as an effective advertising medium and powerful. ”
“We are delighted to join forces with Triton Digital on this unique initiative to combine and amplify the value of census level and survey data,” said Jeff Vidler, president / founder of Signal Hill Insights. “As a leader and innovator in the field, Triton is the ideal partner in bringing this advanced information to the buying community and helping to grow podcast advertising in the United States. ”
Triton Digital will continue to evolve Demos + with many improvements in its development pipeline.
To learn more about Demos +, please see the Podcast Metrics Demos + sheet.
About Triton Digital
Triton Digital® is the global leader in technology and services for the digital audio and podcast industry. Present in more than 80 countries, Triton provides innovative technology that enables broadcasters, podcasters and online music services to grow their audiences, maximize their revenues and streamline their day-to-day operations. Additionally, Triton powers the global online audio industry with Webcast Metrics®, the leading online audio measurement service, and Podcast Metrics, one of the industry’s first IAB certified podcast measurement services. With unparalleled integrity, excellence, teamwork and accountability, Triton remains committed to connecting audio, audiences and advertisers to continuously fuel the growth of the global online industry. For more information, visit www.TritonDigital.com.
About Signal Hill Insights
Signal Hill Insights is a media research consultancy, partnering with broadcasters, publishers and advertisers to exploit new opportunities in audio. Taking a personalized approach to audio research and analysis, Signal Hill clients include several of the industry’s leading podcast publishers and broadcasters, including SXM / Stitcher, NPR, CUMULUS / Westwood One, Rogers Sports & Media and Pacific Content. Signal Hill Insights has deep expertise in conducting podcast surveys, being the first North American research company to capture listening to individual podcasts in the Canadian Podcast Listener study, now entering its 5th year, with support from The Podcast Exchange (TPX).
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Source: Digital Triton