Advertising research

Attribution & Brand Lift: Two Great Methods that Measure Better Together

/ Advertising research, Audio Update, Brand Lift Study, Podcasting
attribution and brand lift

Attribution & Brand Lift: Two Great Methods that Measure Better Together “We’re only focused on conversions.” “Sales are our only KPI.” “Attribution moves the needle.” These are things I’ve heard over and over again talking to agencies and brands about their podcast and digital audio ad metrics. It’s usually during a conversation where they’re explaining […]

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Why Signal Hill Is Measuring Video Podcast Ads, and Why Video Is a Net Gain for Podcasting

/ Advertising research, Audio Update, Brand Lift Study
video podcast advertising

The growing prominence of YouTube in podcasting dominates industry conversations today. And for good reason. It changes much of how we all think about a “podcast.” At Signal Hill Insights, we’ve had a front row seat to watch the growth of YouTube as a podcast platform over the past six years. We first identified its

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Four Ways to Use Audience Surveys for Podcasts, Video, Ads and Branded Content

/ Advertising research, Audience Research, Audio Update, Brand Lift Study
podcast audience

I have a simple question:  How do you learn what audiences think about your podcast, video, branded content or ad campaign? Here’s the simple answer:  You ask them. That’s not just simple, but so logical and straightforward you’d think we could stop there. So, why am I writing about it? First, it still surprises me

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Why Marketers Need to Measure Consumer Intent

/ Advertising research, Audio Update, Brand Lift Study, Podcasting
Consumer intent

Let me ask you a question: What comes right before action? Here’s my answer: Intent. When we’re evaluating the effectiveness of a podcasting or streaming audio advertising campaign, a lot of attention gets paid to attributable actions. Did an ad drive someone to visit a website, download something, install an app or finally make a

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Podcast Advertising Trends: Branding is “In” 

/ Advertising research, Audio Update, Brand Lift Help, Branded Podcasts, Podcasting
podcast advertising trends

Advertising Week NYC is in full effect, and I’m on the ground taking it all in as we publish. Going into this week I couldn’t miss Digiday’s “Guide to What’s In and Out” at the event, especially this proclamation: In Resurgence of brand building OutFocus on performance marketing That’s music to my ears, and prompts me

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Listener Motivations Pave the Way to Podcast Growth and Ad Effectiveness

/ Advertising research, Audio Update, Podcasting

Every podcast – and podcast ad campaign – needs a North Star, a guiding light that sets it apart and gives it its reason for being. It starts with a clear understanding of how the podcast serves the needs and motivations of its listeners. What are the hot buttons that drive listeners to consume podcasts?

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You Should Care How Listeners Feel About Your Podcast Ads

/ Advertising research, Audio Update, Podcasting
podcast ads

FM Radio in the 70s I lived among the dinosaurs. My career in audio started just as FM radio was catching fire, grabbing audience share from AM radio. Those were heady times. Station owners were turning their FM signals over to 20-somethings because “the kids will know what to do with it.” Mostly, we knew

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Driving Podcast Ad Innovation with Thought Leadership: Testing the Power of Talent Reads

/ Advertising research, Audio Update, Podcasting
podcast ad reads

Even with many new ad technologies in podcasts – from programmatic to contextual targeting – there remains a strong consensus in the industry that host reads are often most desirable. At the same time, they are the most challenging type of ad creative to scale. One obvious limitation is that the creative may only appear

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Podcast Advertising Effectiveness: Getting a Wide Angle View

/ Advertising research, Audio Update, Brand Lift Study, Podcasting
podcast advertising effectiveness

As more brand advertisers discover podcasts, they are looking to get a clear view of how their campaigns are working. Unfortunately, the fragmented way many brands and agencies find themselves conducting research to measure podcast advertising effectiveness places limits on their visibility. Unlike the direct response advertisers who paved the way for podcast advertising by

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The Value of Measuring the Upper Funnel for Podcast Ads

/ Advertising research, Audio Update, Podcasting
upper funnel of podcast ads

Podcasts are renowned for breaking emerging brands, especially direct-to-consumer brands that discover how to leverage the medium’s unique strengths. Much of that success was built on performance tactics – so-called “lower funnel” objectives – optimizing for mostly online sales that are relatively easy to measure. At the same time, brand campaigns with “upper funnel” objectives

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