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Measure Up
Measuring Podcast Ads: Insights & Techniques with Amelia Coomber
Sep 18, 2024
Amelia Coomber, Head of Marketing & Growth at Podscribe, is a podcast advertising measurement expert. She shares fascinating insights on why pre-roll ads deliver superior ROI compared to mid-roll. The conversation dives deep into the technicalities of measuring ad effectiveness, including pixel-based attribution and the challenges of tracking listener behavior. Amelia discusses the future of podcasting, especially the potential impact of platforms like YouTube and AI-driven measurement strategies, shedding light on innovative advertising techniques.
53:16
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Quick takeaways
- Pre-roll podcast ads deliver twice the ROI of mid-roll ads, challenging traditional beliefs about effective ad placements.
- Pixel-based measurement has revolutionized podcast advertising by allowing for accurate tracking of listener engagement and behaviors.
Deep dives
Understanding Podcast Advertising Complexity
The podcast delves into the complexities of podcast advertising, highlighting that the mechanics differ significantly from traditional digital advertising channels like paid search and social media. Many brands are unaware that podcast ads can be measured through sophisticated methods such as pixel-based attribution, providing a more accurate way to determine ad effectiveness. Historically, advertisers relied on promo codes or unique URLs to gauge the success of podcast campaigns, which proved inadequate. By discussing the shortcomings of these methods, the podcast emphasizes the need for a shift toward more advanced measurement techniques to enhance understanding and transparency in the effectiveness of podcast ads.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode