NEW YORK, Sept. 9, 2021 /PRNewswire/ -- This week at
the IAB Fall Podcast Upfronts, SXM Media, the combined
advertising sales organization spanning SiriusXM, Pandora, and
Stitcher, will introduce new programmatic capabilities into the
marketplace for podcast advertising. The new capabilities are
expected to bring unprecedented scale, targeting and DSP campaign
management for podcast advertisers. This offering
cements SXM Media's position as a leader in the growing
programmatic space, in its pursuit to modernize podcast advertising
and simplify the audio buying experience for advertisers.
In the SXM Media hosted session, leaders will discuss the
hurdles marketers face within this buying platform, the greatest
opportunities to grow, and how brands can unlock the solutions to
successfully execute podcast ad campaigns programmatically.
Moderated by Claire
Fanning, VP, Ad Innovation at SXM Media, the panel will
include:
- Hayley Diamond, EVP, US
Digital Investment at Publicis
- Regina Sommese, GVP, Paid
Media - Global Subscriber Acquisition at Discovery
- Ash Gangwar, GM of Inventory Partnerships at The Trade
Desk
SXM Media allows brands and marketers to connect with over 44
million podcast listeners across 5,000+ shows to reach their target
audience at scale. With SXM Media's new programmatic podcast
solution, advertisers now have a single access point to buy all of
SXM Media's inventory, such as Pandora, Stitcher, SiriusXM, and
podcasts from NBC News, CNBC and MSNBC. This content
provides brands with even more scale, diversity of content,
and premium inventory to align with. These properties are also
transparent to programmatic DSPs, so advertisers can see and choose
specifically which publishers they can access. To complement SXM
Media's exclusive podcast inventory, programmatic buyers will also
have a single access point to expand their podcast buys into more
of the SXM Podcast Network. The network brings even more
unique reach and quality podcasts to programmatic buyers seeking
incremental users and premium content alignment.
In addition to investing in technical innovation, SiriusXM has
made a series of programming acquisitions to bolster its catalog of
premium podcasts it offers exclusively to its advertisers. SiriusXM
has announced a series of notable deals to expand content offerings
including the acquisition of Roman
Mars' 99% Invisible Podcast, and the launch of Seth Rogen's original podcast series, Storytime
With Seth Rogen. Last month, Sirius XM's Stitcher also
announced the relaunch of beloved Black culture show, For Colored
Nerds, which is expected to premiere later this year.
Quality content stacked against a sophisticated alignment
offering now enables brands to reach podcast listeners
programmatically through a mixture of audience and contextual
targeting. Topically, advertisers can both target and anti-target
granular content categories, to ensure they feel confident running
in relevant, brand-suitable environments across thousands of
episodes. Audience targeting leverages third-party data to match
listeners with their online and offline behaviors, so that
advertisers can reach specific audiences, such as parents or
business owners.
"The programmatic opportunity has remained nascent for podcast
buyers and creators for a few reasons," said Claire Fanning, Vice President, Ad Innovation at
SXM Media. "Without programmatic activation, a better understanding
of the inventory, and advanced targeting levers, it is difficult to
build a sophisticated strategy that aligns with advertiser
standards. With years of experience, SXM Media is well positioned
to lead. We are excited to roll out the offering to brands
who are eager to mature their podcast investment - and to further
benefit the growing number of creators who attract engaged
listeners to so many genres of content. We are also hard at
work continuing to diversify our programmatic offering to extend to
all emerging audio channels, such as programmatic transactions of
Connected Home advertising inventory, which we expect to be
generally available this month."
About SXM Media
SXM Media is the combined sales
organization of Sirius XM Holdings Inc. (NASDAQ: SIRI), spanning
its SiriusXM, Pandora, and Stitcher audio entertainment platforms
and services. With a reach of more than 150 million listeners, SXM
Media gives brands, creators, and publishers access to the largest
digital audio advertising platform in North America. SXM Media also serves as the
exclusive advertising and sales representative for other platforms
and podcasters, including major entities such as SoundCloud
(exclusive U.S. advertising representative) and the NBCUniversal
News Group (exclusive advertising representative for NBC News and
MSNBC podcasts, with additional sales rights to CNBC podcasts).
CONTACT: Ashley Jones,
832-474-8611, ajones@pandora.com
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SOURCE Sirius XM Holdings Inc.