With Dutch audio sales specialists OMS as the launch partner, Triton Digital has expanded its collaboration with Signal Hill Insights to bring Podcast Metrics Demos+ to the Netherlands. The service, an extension of Triton Podcast Metrics, provides podcast publishers and advertisers with detailed demographic data and audience profiling capabilities.
Trton says that with Demos+, publishers in the Netherlands can access data on audience age, gender, purchasing behavior, interests, and media consumption. The platform offers over 100 audience attributes, enabling publishers and advertisers to create comprehensive listener profiles to enhance advertising strategies and content development.
“We are thrilled to bring Podcast Metrics Demos+ to the Netherlands,” said Daniel Karlsson, vice president of market development EMEA at Triton Digital. “The insights provided by Demos+ will empower podcast publishers in this market to understand their audiences on a deeper level and create content that resonates while also giving advertisers the tools to reach their target demographics with greater precision.”
A significant leap forward
The platform allows audience characteristics to be segmented by individual podcasts, collections of podcasts, or genres. For instance, Dutch listeners of true crime podcasts are 29% more likely to undertake home renovations, 33% more likely to purchase furniture, and 25% more likely to buy appliances in the next year than the average Dutch podcast listener. Meanwhile, sports podcast listeners in the Netherlands are 20% more likely to travel for business, 39% more likely to purchase sports equipment or gym memberships, and 45% more likely to acquire home technology products within the next 12 months.
“The introduction of Demos+ in the Netherlands represents a significant leap forward for the podcasting industry,” said Joris van der Pol, managing director of OMS. “The Netherlands has a vibrant podcast scene with avid local and international listeners, and the in-depth demographic data publishers and advertisers will have access to will help them make more informed decisions that elevate the listener experience. This level of audience understanding is crucial for driving meaningful growth in podcasting. Of course, we are also very keen to expand these insights to our streaming audio data in the future, offering even more comprehensive audience analytics across our entire audio portfolio.”
The Netherlands is the third country to adopt Demos+, following launches in Australia and the U.S.
These stories might interest you
Triton Digital releases September 2024 U.S. podcast ranker
