NPR Uses AdsWizz Platform to Turn ‘Consider This’ into the First Localized News Podcast

Background

Every month, NPR connects with 132M Americans on Planet Money and The NPR Politics Podcast – are air and online, and via screened devices and smart accessible across a range of platforms to meet the speakers, to explore the news, ideas and what it listening audience where they are. The content on one means to be human. of NPR’s most popular morning shows, All Things Considered, is now used to create a daily afternoon With more than 24M monthly podcast listeners and 8 podcast called ‘Consider This’. of the top 20 podcasts, NPR’s diverse mix of programming – including programs such as Up First,

The challenge

In early 2020, NPR launched Consider This, a daily opportunities for the member radio stations to podcast released every weekday afternoon, and is include local sponsors for the nationally produced NPR’s fastest growing podcast to date. The podcast podcast. Since these shows are produced daily, a helps listeners consider the major stories of the day in scalable underlying technology solution would be less than 15 minutes. needed that can manage programmatic content and sponsorships that includes up-to-the-minute local Though the podcast is produced nationally, NPR also news that will be different based on the local market, wanted to incorporate local news to make the podcast and can be easily updated and changed. more relevant for the local listener, and also enable

www.adswiz.com NPR Uses AdsWizz Platform to Turn ‘Consider This’ into the First Localized News Podcast

How AdsWizz Helped

AdsWizz and NPR have been working together since the station ad servers, NPR was able to create a richer first half of 2019. The teams worked together to define a listening experience that combined more relevant new project, based on AdsWizz tech, that would allow local news with the nationally produced daily content. NPR Local Affiliate Stations to traffic local news content Not only that, local member stations could also and local sponsorships on Consider This, the NPR provide sponsorship opportunities that were more national podcast show. Using the AdsWizz programmatic locally relevant. stack to connect NPR’s podcasts to local

Technology Richer listening Sponsorship platform experience opportunities that provides intelligent and by combining more relevant local that were more locally relevant, relevant sponsor opportunities for news with the nationally produced provided by local member all of NPR’s podcasts. daily content. stations.

The Results

NPR announced this capability at the IAB Podcast Upfronts on September 9, 2020.

Listeners in or near ten regions — Boston (WBUR and GBH), New York (WNYC), Philadelphia (WHYY), Washington, D.C. (WAMU), Chicago (WBEZ), Minneapolis/St. Paul (MPR), Dallas (KERA), Los Angeles (KPCC and KCRW), San Francisco (KQED), and Portland, OR (OPB) — will hear a version of Consider This with reporting on their community from their community, alongside a national view from NPR to help listeners make sense of the day.

This national/local on-demand experience is a first not just for public radio but for the podcast industry as a whole.

Source: NPR Research

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