The Signal Hill Insights team runs brand lift studies on a lot of ad campaigns – more and more every year. And, to be frank, not every one drives the lifts that the advertiser – and publisher – were looking for. On the one hand, you might say that’s the law of averages at work. […]
How Brand Lift Helps You Correct Four Under-performing Campaign Metrics Read More »
It’s table stakes to measure the outcome of an ad campaign. How did it shift awareness and perception of a brand? What actions, like a click or purchase, did it drive? But how do we isolate a campaign’s outcomes, with confidence? No attribution signal or metric is ever 100% deterministic. That is, while we can
Brand Lift Is the Incrementality Measure Brands Are Looking For Read More »
In 2025 the Signal Hill Insights team surveyed nine times more video podcast consumers for brand lift studies than in 2024. That’s just one of many changes we observed this past year. Overall we surveyed 29% more media consumers than the previous year, hitting 86,000 in total. The vast majority, 66,000, were monthly podcast consumers,
Three Podcasting Trends We See from Surveying 66,000 Podcast Consumers in 2025 Read More »
Ad effectiveness research, like brand lift, should pay for itself. As a dyed-in-the-wool researcher I find enormous intrinsic value in research, but application is where research comes alive. It’s also how the bills get paid. Brand lift ad effectiveness pays for itself in two big ways. First, brand lift helps podcasts and networks secure campaign
Four Ways Brand Lift Can Secure Ad Campaign Renewals Read More »
Advertising Week New York packed the house this year — especially inside the Podcast Zone, where Sounds Profitable hosted two full days of sessions that were, quite literally, standing-room only. Our observation from the panels, and from that leaning-in audience of buyers, planners, marketers and creators in the house, is that podcasting isn’t waiting for
In the panels, presentations, hallway discussions, and even over cocktails, a few recurring themes emerged during Podcast Movement 2025 that revealed an industry ready to mature beyond its adolescent phase and signal a shift in balancing podcasting as both an art and a business. Here are some takeaways we believe will help define success in
Balance and Momentum: Strategic Insights from Podcast Movement 2025 Read More »
News has consistently been the second most-consumed category of podcasts since 2021, the first year of the survey of 12,000 adult podcast consumers that Signal Hill Insights conducts annually in the U.S. in support of Triton Digital’s Podcast Metrics Demos+. In the second quarter of this year the News genre hit a new high, with
The News Podcast Audience Hits a New High, and Sees a Striking Change in Composition Read More »
Your brand is adding podcasts to the ad mix, but some of your stakeholders are asking questions about brand suitability and safety. How do you know if a podcast is suitable for your brand? There are any number of standards, guidelines and tools that can use to help answer this. But what’s the underlying
Verifying Brand Suitability with Brand Lift Read More »
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
Attribution & Brand Lift: Two Great Methods that Measure Better Together Read More »
There’s no doubt that YouTube has become an important force in podcasting, primarily due to growing consumer preference for the video platform. The Cumulus Media / Signal Hill Insights Podcast Download study released in April 2023 marked the first time we saw YouTube overcome Spotify as the most used podcast consumption platform in the US.
YouTube Isn’t Dominating Podcasting Read More »