Acast Launches Keyword Targeting To Enable Podcast Advertisers To Place Contextually Relevant Ads
Source: Acast
Acast has launched Keyword Targeting, the latest update to its contextual advertising solutions. It is a follow-up to earlier this year's launch of Conversational Targeting.
How Keyword Targeting Works
Acast combines advanced speech-to-text transcription technology with natural intelligence and natural language processing to enable advertisers to place contextually relevant ads by inserting brand messages alongside relevant content as it is discussed within a podcast episode.
Here's a breakdown of the process:
Acast transcribes and converts its entire catalog to text, making them scannable for keywords or phrases
Advertisers select keywords or phrases relevant to their brand
Acast identifies podcast episodes that mention those keywords or phrases
Ads are then integrated into relevant podcast episodes in real-time
Advertisers can purchase Keyword Targetting directly or programmatically. In addition to English, Keyword Targetting is available in Spanish, French, German, Italian, and Dutch. More languages are expected to be supported soon.
Advertisers Can Get More Granular
With Keyword Targeting, advertisers can get more granular and precise with their ad placements. It also allows them to get in front of audiences that they typically miss. For example, most advertisers tend to place ads on podcast shows in categories related to their brand, product, or service. By taking this approach, they often will miss out on podcast shows that may be outside their go-to categories but are actually a good fit based on the specific context of a podcast episode. This is also a plus for podcast creators since it should diversify the type of podcasts advertisers typically go after.
“We’re on a mission to ensure advertisers can be as contextually relevant - and effective - as possible in podcasting. With Keyword Targeting, brands can be part of the immediate conversation, whether that’s a major calendar event, breaking news story, or even something as quirky as an interviewee’s favorite meal,” Chris Wistow, Acast VP of Advertising Product, said in a press release.
An Essential Role In Podcast Advertising
As more advertisers flock to podcasts for their advertising needs, stronger measurement and innovative solutions are key. Acast has become one of the leaders on these fronts, playing an essential role in the multi-billion dollar market that podcast advertising has grown to.
The Latest Move By Acast
Keyword Targeting is just one of many significant moves Acast has made recently. Last week, it announced a new deal with Amazon that allows Prime members and Amazon Music Unlimited subscribers to access thousands of Acast podcasts ad-free.
