Podcast ads on Amazon DSP will now offer Amazon Audiences to self-service advertisers in the UK. This launch gives advertisers the ability to reach audiences based on demographics (age range and gender) across all podcast supply, including Amazon-owned and operated podcasts (Amazon Music and Wondery network of originals and partner shows) and third-party publishers, apps and sites via Amazon Publisher Direct.
Unlike other channels, podcasts offer intimate environments, built upon trust and authentic connection between listeners and hosts. Whether it’s true crime podcasts, comedy or historical series, podcasts listeners actively discover and listen to content that resonates with their interests and passions, making them highly engaged audiences.
Previously, advertisers who ran podcast ad campaigns through Amazon DSP mostly relied on contextual signals, such as top genres and categories, to reach relevant audiences. Now, Amazon are expanding to include a pre-curated, exclusive catalogue of Amazon Audiences, so advertisers can reach the right audiences based on demographics relevant to their specific campaign goals. Amazon Audiences for podcasts are powered by machine learning models to help advertisers deliver relevant messaging to listeners across all podcast supply.
With this launch, advertisers will now have access to the following targeting options:
- Demographics: Engage audiences based on demographic preferences, such as age range and gender
- Geography: Reach audiences in specific geos that are relevant to campaign goals
- Genre and categories: Engage listeners based on podcast genres and categories (such as true crime, news, history, sport and more)
The new Amazon Podcast Ads will be available in the UK and Europe, and can be accessed through Amazon DSP.