Measuring Podcast Ad ROI — Scott Simonelli // Veritonic
- Part 1 Measuring Podcast Ad ROI — Scott Simonelli // Veritonic
- Part 2De-risking audio advertising — Scott Simonelli // Veritonic
Show Notes
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01:51Veritonics beginningsVeritonic got its start in 2015, focusing on music and voice in the context of video. Then, in 2018, they started to incorporate podcast advertising, streaming, etc.
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03:29Measuring podcast adsEssentially, youre looking at how the listener will feel when they hear the audio, and how their response will be affected. Tracking that behavior allows for the measurement performance and attribution.
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05:54The current state of podcast advertisingTheres still a lot to learn about podcast advertising because its still new. So, people are just starting to learn about it and are in the process of learning how to measure it.
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07:26Tracking podcast ad performanceStart with the likely emotional response, purchase intent, recall and engagement for the ad. Measure performance based on brand lift, classic click, and pixel based attribution.
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10:05Using historical ads as a baseline for quantitative scoringTracking peoples responses to podcast, radio, and streaming ads enables the creation of a quantitative scoring framework. And this framework is used to calculate Veritonics audio score.
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11:50Tips for success in podcast advertisingMention the brand at the beginning and end of the ad. A music bed can create more emotional responses and higher recall. Plus, a consistent audio strategy across all mediums also helps.
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14:07The future of podcast advertising attributionCurrently, there are limitations around IP address and GDPR. Eventually, therell be a unification mechanism between radio, streaming, and podcast advertising, to provide a more holistic view of attribution.
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19:33Measuring the effectiveness of a podcast adWhen using a vanity URL, a pixel or other tracking should be in place to get more context. Without that tracking, you could be missing out on the entire picture and more opportunities.
Quotes
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"Any form of advertising is an art and science. Podcast advertising is still very new, so it's going to be much more art than science." -Scott Simonelli, CEO, Veritonic
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"Podcast advertising is in the flat earth mode right now. People don't know a lot about what's going on. It's not a surprise that people aren't digging in, like theyd process digital content on a webpage." -Scott Simonelli, CEO, Veritonic
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"We predict and then give every ad the Veritonic audio score. And we've got five years of data and counting on what's an effective ad." -Scott Simonelli, CEO, Veritonic
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"We give a unique fingerprint to every ad. So we know that ad was run 200 times in the last month, and we have a unique identifier for it." -Scott Simonelli, CEO, Veritonic
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"In the audio format, a lot of people just say the ad. The brand doesn't get mentioned at all, or it gets mentioned at the very end of the ad. Say the brand at the beginning and then the end as well." -Scott Simonelli, CEO, Veritonic
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"Having a consistent audio strategy where you use the same sound palette, or an audio logo saying your brand in a consistent way across mediums really helps." -Scott Simonelli, CEO, Veritonic
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"Anybody who's doing podcast advertising better be using somebody. And ideally they're using multiple people. People don't just use Google analytics, they check it with Adobe or whatever." -Scott Simonelli, CEO, Veritonic
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"There will be a unification mechanism between radio, streaming, and podcast advertising, which will give us a better, holistic view of attribution." -Scott Simonelli, CEO, Veritonic
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"Omniture went from one of the web analytics companies to an IPO within five year. I don't know if audio advertising is as big as the internet, but there's going to be growth here." -Scott Simonelli, CEO, Veritonic
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"You could do a prefix URL and may be getting 10X the value. Maybe the emotional response to that ad and recall score is amazing. If you're not measuring that you don't know. Why not put a pixel in place?" -Scott Simonelli, CEO, Veritonic
- Part 1 Measuring Podcast Ad ROI — Scott Simonelli // Veritonic
- Part 2De-risking audio advertising — Scott Simonelli // Veritonic
Up Next:
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Part 1Measuring Podcast Ad ROI — Scott Simonelli // Veritonic
Scott Simonelli, CEO of Veritonic, talks about how to accurately measure the ROI of your podcast. Podcasts are here to stay, and with audio ever evolving, podcast advertising is making its way up the ranks. While podcast advertising is growing, its fragmented nature makes it a lot more difficult to capture the data required from all sources for optimization and post-campaign results. Today, Scott discusses measuring podcast ad ROI.
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Part 2De-risking audio advertising — Scott Simonelli // Veritonic
Scott Simonelli, CEO of Veritonic, talks about how to accurately measure the ROI of your podcast. In order for your marketing efforts to be effective, your ads actually have to be seen by humans. Likewise, audio ads will have no effect if the right audience isn’t hearing them and tracking their performance means looking at multiple tools. Today, Scott discusses de-risking your audio advertising.
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