Enables brand safe, scalable and targeted podcast promotion directly via the world’s top financial and business publishers

New York, NY – September 30, 2021 – Dianomi, the native ad marketplace for premium brands and publishers, today announced the launch of a new podcast promotion and distribution capability which is currently being tested in an initial phase by S&P Global. This extension enables brands to efficiently engage their target audiences by leveraging podcast distribution through Dianomi’s tier one publishing partners.

Dianomi’s podcast offering comes at a time of exponential growth in podcasts and the audiences who listen to them — with at least 80 million individuals listening to podcasts at least once a week, doubling since 2016. Increasingly, both premium brands and media companies are launching podcasts and seeking ways to introduce them to audiences and engage listeners. Via a unique audio advertising unit, Dianomi enables brands and publishers to distribute podcast episodes next to relevant articles in top financial and business publishers. 

“As the appetite and audiences for podcasts continue to grow massively, so does the challenge for podcast creators to break through the noise and find the right audiences. We offer the ability to place relevant podcast content in front of audiences who are most likely to be interested in a particular kind of subject matter, in premium and brand-safe environments, said Rupert Hodson, CEO of Dianomi. “We saw a need in the market and will now be offering advertisers an additional way to reach consumers in premium publications, where content is aligned with brand safety at scale.” 

Dianomi’s unique ability to connect premium brands with contextual advertising across leading financial publishers is the perfect getaway for advertisers to tap into marketing on podcasts.  This contextual targeting capability, at scale, has been central to Dianomi’s 47% growth year on year since 2015. 

About Dianomi

Dianomi is the native ad platform for the financial services, technology, corporate, and lifestyle sectors, providing advertisers with access to a global audience of over 200 million online consumers. Through our native display and video units, brands can target consumers contextually with content and product marketing messages on over 300 premium business and finance publishers. Advertisers and publishers trust Dianomi for our brand safety, transparent pricing and insights. Our emphasis on high-quality audiences combined with contextually relevant content helps partners achieve higher ROI than other native ad platforms. For more information, go to http://www.dianomi.com.

Mercedes online ads viewed more by fraudster robots than humans
A big issue in digital display advertising at the moment is “viewability” – does a human being actually see most digital advertisements?
In many cases the ad is shown ‘below the fold’ in a position on the page that the user does not scroll down to or see on the screen at any time – usually these ads are counted as having been shown and are paid for by the display advertiser. In the worst cases, the ad is shown on a website to bots and not by any users at all – something I wrote about in ‘All digital advertising is performance advertising‘ when it was revealed by The Financial Times that in a recent campaign Mercedes online ads were viewed more by fraudster robots than actual humans. ComScore recently reported that only 54% of ads were actually viewable – premium publishers have higher scores whereas networks and exchanges have even less impressive statistics.
The IAB (Interactive Advertising Bureau) in the US recently confirmed its definition of a viewable ad impression: “a minimum of 50 percent of pixels in view for a minimum of 1 second” and this definition is likely to be, but has not yet been, adopted around the world. It is at least a benchmark but it’s not great news to advertisers paying on a CPM basis that their ad may only have been half seen by a user for a second to count as viewed – does that really mean the user saw it in the context of an entire page?
Some large agencies I’ve spoken to are starting to measure viewability on all CPM campaigns soon and start buying on this basis from early 2015.
21 November 2014 – updateAn article from MediaPost this week states that viewability is getting worse, not better: “Data from the third quarter of 2014 finds little more than a third (36.7%) of all display ads purchased on networks and ad exchanges were deemed “viewable” per the Media Rating Council (MRC) standard of 50% of the ad being in-view for at least one second. That’s down from the 45.3% rate posted in the second quarter, which was down from the 51.3% rate posted in the first quarter.”
It’s not hard to see why around 66% of all digital advertising is now based on performance metrics.
Read more about contextclick bait and ROI.

Mercedes online ads viewed more by fraudster robots than humans
A distinction between display and performance digital advertising remains in many people’s minds but I’ve come to believe that there’s no such thing as digital display advertising – not in the same way that there is in print, outdoor etc: all digital advertising is performance advertising. It can be tracked like no other medium, required actions can be quantified most of the time and performance of one medium, platform or publisher can be measured against another.
Just showing the ad is not enough, particularly when you consider that according to accepted standards a “viewable” impression is “a minimum of 50 percent of pixels in view for a minimum of 1 second” – even then there’s a good chance the user didn’t see it and in most cases these standards are not being imposed: The Financial Times reported this week that in a recent campaign Mercedes online ads were viewed more by fraudster robots than actual humans and Business Insider recently reported that fewer than half of all U.S. video ad impressions were viewable in 2013.
‘Display’ advertising campaigns run by agencies now drop a post-impression cookie from almost every banner served – this allows them to measure how many users going to their client’s site were exposed to the banners. So it’s actually performance based – attribution is key to these display campaigns.
66% of all digital advertising by spend is already what is today called “performance”. If not now, then over time, digital will come to be viewed as a performance marketing medium only.
Read more about context, click bait and ROI.

  • News & views

John Battelle - programmatic loses context
“Programmatic has forced a separation of editorial and ad space, and we’ve lost context as a result” says John Battelle in Digiday today.
Battelle continues “When readers or viewers come to a site or app, they come for the experience – what I call “the show.” That show provides context to the reader – if they’re on a business site, they are there in the context of being a businessperson. If they are watching a home improvement video, they’re in the context of being a homeowner.”
“Programmatic has forced a separation of editorial and ad space, and we’ve lost context as a result. It’s time to get it back – it’ll be good for quality publishers, good for brand marketers, and great for our industry.”
Read more about click bait and ROI.

Financial Content Discovery Network from dianomi

“We’ve been saying it for years now: What’s the point of creating great content if no one knows about it? If you aren’t going to promote it, your audiences will very likely never discover it – and you will have wasted the resources to create it.” – Content Marketing Institute.
Content discovery
Financial Content (in the right place)– whether in the form of words, graphics, images or videos – is emerging as a critical driver of both revenue and reputation as financial brands aim to position themselves as thought leaders.
Request more information on dianomi’s Financial Content Discovery Network or download content discovery PDF. Recent content marketing campaigns for HSBC and Aberdeen Asset Management.
Read more about contextclick bait and ROI.

Re-engagement unit
dianomi’s Re-engagement unit has been implemented across a number of sites including Reuters.
The Re-engagement unit consists of two elements:
1) Increase traffic: recommended articles from the host site – these are recommended according to current user behaviour.
2) Increase revenue: sponsored content, guides and commentaries from dianomi advertisers – contextually matched to the content of the page being viewed.
Page views per user and average session duration are both good indicators of the engagement level of a site’s users. The Re-engagement unit helps to increase both of these metrics whilst earning extra revenue and increasing the eCPM of the site’s business, finance and money pages.
Users are accustomed to seeing recommendations for other content at the end of articles but in many cases they are presented with apparently random or irrelevant content. dianomi will only present finance and money related content and commentaries from financial services advertisers.
dianomi’s Re-engagement unit also works to produce the highest possible eCPM for the host publisher – who can specify the design of the unit and control over which advertisers are presented.
The unit can be implemented via an iframe rather than JavaScript.
Live examples can be seen on article pages on publishers such as ASX – Australian Securities Exchange, London South East, Trustnet, Investors Chronicle and Reuters.
Contact us to discuss increasing your engagement and eCPM.
Read more about contextclick bait and ROI.

ad:tech London
dianomi’s Sales & Marketing Director for APAC, Julian Peterson, will be speaking at ad:tech London – the event for digital marketing – this week.
Julian will be in a panel discussion “Turning data into dollars” with representatives from AddThis, WPP Xaxis, Social Metrix and Sandhutch.
The panel will take place on Thursday at noon and will discuss “Technology enables companies to collect vast amounts of rich data but how do you extract value from it? This panel session will examine how leading publishers, solution providers and audience buyers are monetising data insights with increasingly sophisticated advertising inventory and technology.”
Read more about contextclick bait and ROI.