Triton Digital Partners with NBC Sports for Hosting and More
Triton Digital says NBC Sports has selected it to power key components of its podcast and digital audio infrastructure. Through a suite of Triton technologies, NBC Sports will leverage advanced hosting, monetization, audience measurement, and audience insights tools to support and scale its growing podcast and digital audio portfolio. Triton president and CEO
John Rosso states, “We’re really excited to work with NBC Sports and support their continued growth in podcasting. Premium media companies are investing heavily in digital audio, and they need infrastructure they can trust to scale audiences and monetize effectively. Our goal is to make that easier – bringing together hosting, measurement, and monetization in one place so teams can focus on creating great content.”
dashboards and API access that support automated reporting and portfolio-level insights. The collaboration will also support select broadcast attribution initiatives within Audacy’s radio portfolio, complementing existing measurement partners. Audacy president of digital sales Michael Biemolt says, “Audacy consistently strives to deliver measurable results for advertisers, and our partnership with Podscribe further strengthens that promise. With enhanced attribution and transparency across our portfolio, we’re giving clients even greater confidence in how Audacy drives performance at scale.”
advertising. In 2016 and 2017, direct response represented the vast majority of podcast advertising. From 2018 to 2021, the proportion of podcast ad spend was equally split between brand and direct response.” The post says there are four major implications of the shift to podcast brand advertising: 1) Targeting will become much broader: Wide campaign reach will become the priority with a goal of “being known before you’re needed”; 2) Creative will shift to become more entertaining and emotion based: The objective will be to stir passions and create positive feelings and associations with ads that people find interesting and enjoyable; 3) Brand safety and suitability measurement will become more crucial: Firms like Barometer will become powerful resources to help marketers find the right context for their campaigns with nuanced data; and 4) Measurement will focus on how well campaigns build memories to ensure brands are “easy to mind and easy to find”: Key performance indicators are brand awareness, brand consideration, and brand preference.