Radio and different audio promoting historically weren’t huge for CPG advertisers, however that’s modified in recent times, significantly for Procter & Gamble Co., which was the third largest radio advertiser final yr, with spending up 10% to $130.6 million, in response to Kantar. P&G Chief Model Officer Marc Pritchard has mentioned the rise additionally extends to digital as the corporate’s entrepreneurs discovered audio an efficient option to attain folks.

Rival Unilever additionally has been stepping up spending on podcasts, similar to changing into a constitution sponsor of Shondaland podcasts, co-produced by iHeartMedia and Shonda Rhimes, who additionally has labored extensively with Dove.

CPG advertisers have been transferring to audio—be it broadcast radio or podcasts—to fill gaps in attain as conventional TV audiences dwindle and fragment, says Brian Kaminsky, chief information officer of iHeartMedia.  

The partnership with Catalina might additionally assist more-closely hyperlink broadcast radio adverts to retailer gross sales, Kaminsky says. “Utilizing our digital platform as a set mechanism for individuals who’ve been uncovered to the identical physique of content material being performed out over the AM/FM tower, we’re enjoying that very same content material to pick out customers over cell gadgets,” he says, making a panel to mannequin gross sales from broadcast as nicely.

The Catalina relationship is, for now, about evaluating effectiveness of podcast adverts, not focusing on them, Kaminsky says, although iHeartMedia and Catalina have been speaking concerning the latter for a while as nicely.

The Outcomes-Based Marketing approach, developed by the MMA as a brand new paradigm for media planning, would match significantly nicely in a system that used Catalina shopper information to focus on adverts. The MMA’s concept is to focus on “moveable center” shoppers, ideally utilizing buy histories to search out individuals who aren’t steadfast model loyalists or are by no means probably to purchase a model, regardless of what number of adverts they’re uncovered to.

Whereas utilizing Catalina information to search out these of us in podcast audiences could be intriguing, it’s not what this partnership is initially about, Kaminsky says. And whereas iHeartMedia did just lately open a personal programmatic market particularly for podcast audiences, he says {the marketplace} presents loads of different methods of focusing on segments primarily based on podcast content material with out focusing on round buy historical past for now.