Brand Lift Study

The Podcast Listening Habits of Highly Influential Executives

b2b podcast

We do a lot of brand lift studies on branded podcasts, with about half of them being B2B podcasts. Some of these B2B podcasts target the executives at large organizations who can influence multi-million-dollar decisions. One of those brands recently contacted us to understand more about how to reach C-Suite podcast listeners (or the executives knocking […]

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The Case for Going Long(er) with Brand Lift

When measuring podcast and streaming advertising effectiveness, more data is better than less data. That’s because having more data raises our confidence that the results are reliable. It also provides opportunities for deeper analysis. With brand lift studies the simplest way to grow our dataset is to increase the number of respondents – the sample

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Podcast Advertising Effectiveness: Getting a Wide Angle View

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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Branding Investment in Podcasting Doubles, Magnifying Focus on Brand Lift

Branding investment in podcasting

Looking at the recently released IAB/PwC U.S. Podcast Advertising Revenue Study 2023, I found it notable that brand-focused campaigns are now claiming a clear majority of projected podcast ad revenue this year: 61%. That’s a 13-point gain since 2021. But that understates a much more impressive number when you look at the actual dollar amounts.

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New Frontiers in Brand Lift for Digital Audio

Brand Lift for Digital Audio

As we’ve explored in this series of posts, brand lift is a powerful methodology for measuring and understanding how an ad campaign’s message is resonating with audiences. That goes to show the return on investment when your goals are in the upper-funnel, like awareness, favorability, and intent. Without a doubt, proving that effectiveness is valuable

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What Is Brand Lift in Digital Audio and Podcasting?

What is brand lift?

You may be reading this because you’ve heard the term “brand lift” and are looking to understand more about what it is, how it works, and what it measures. Another term that sometimes gets used is, “brand health.” They’re sometimes used interchangeably, but “brand lift” is more commonly used for ad effectiveness. Let’s get into

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Brand Lift Is the Ad Attention Metric You’re Looking For

podcast brand lift

Attention. That’s really what podcasters are asking of their audiences, and therefore that’s what advertisers are buying on podcasts. It’s also why a recent blog post from Dan Misener, co-founder of the podcast growth agency Bumper, got, uh, a lot of attention from the industry. Dan proposes a method to help podcasters to “[m]easure attention,

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Taking Brand Lift Studies for Podcasts Beyond the Headlines

Brand Lift Studies

While brand lift studies are an increasingly important way to assess a podcast ad campaign’s performance, it’s essential to go beyond the headlines to get the full benefit of the data. Let’s talk about why and how to do that. As podcasting continues to grow and develop as a medium, so does the volume and

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