In a move that will allow marketers to more finely tune their buys on Targetspot, the digital audio advertising platform has linked with Signal. It brings the Chicago-based Signal’s data platform and real-time identity technology into Targetspot’s new Listener ID service. Laurane Delcroix, SVP Sales North America, says the integration allows for enhanced targeting capabilities and creation of new segments to help ad buyers to better address their messages to who’s hearing the spot. She calls it “one of the best combinations on the market for real data performance.”
The Signal data will allow Targetspot to more precisely target the right listener at the right moment on the right device. It will also help marketers use data to more closely align their online advertising with commercials that air on AM/FM radio and other offline media.
“Digital audio is a bold new frontier for one-to-one audience engagement,” said Joe Doran, Chief Identity Officer at Signal in a statement. “We are proud to work with Targetspot to deliver best-in-class, identity-driven advertising solutions for digital audio that personalize the listening experience.
The Audio Valley Group, Targetspot’s Brussels-based parent company, last month credited the “boom in digital radio”—especially in the U.S.—for a 31.5% jump in revenue during the first quarter. It also cited the “tremendous growth” in digital audio advertising as a reason for opening a new office in Atlanta targeting the Southeast.
TargetSpot is also expanding its sights beyond streaming radio to podcasting. It launched a podcast ad marketplace in December connecting podcast publishers with advertisers throughout North America and Europe. Advertisers will be able to buy pre-roll and instream audio through programmatic connections to major demand-side platforms and through direct buys. In its annual report, Audio Valley said the goal of the Podcast Marketplace is to give ad buyers “a clear and well-segmented” buying option. “The podcast market is promising with initiatives coming from many new publishers like daily newspapers and magazines,” it said.