Audacy Goes with Podscribe for Measurement
Audacy names Podscribe its preferred measurement partner beginning in this year. Podscribe will enable attribution across most of Audacy’s digital portfolio, including streaming audio, podcasting, CTV, and display, with client-facing
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.