Acast now allows brands to target specific words and phrases in individual podcast episodes.
The addition of Keyword Targeting to the Acast Marketplace follows the company’s launch of Conversational Targeting earlier this year and is the second of several tools to be released from the suite.
This new feature lets advertisers target their message with relevant content spoken within an episode. This significantly increases targeting relevance, reduces wastage, and results in a more contextually relevant advertising experience for listeners.
By using advanced speech-to-text transcription technology combined with artificial intelligence and natural language processing, Acast can now identify key words and phrases spoken within that episode.
This means an advertiser can reach new audiences by targeting contextually relevant conversations within shows that may be from a completely unrelated category.
Chris Wistow, Acast VP of Advertising Product says: “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 favourite meal.
“Furthermore, Acast podcasters of all sizes will benefit, with Keyword Targeting surfacing new shows to advertisers who might previously have made decisions based on podcast category alone.”
