Brand Lift Study

Branding Investment in Podcasting Doubles, Magnifying Focus on Brand Lift

/ Audio Update, Brand Lift Study, Podcasting
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

/ Audio Update, Brand Lift Help, Brand Lift Study, Podcasting, Streaming 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?

/ Audio Update, Brand Lift Help, Brand Lift Study
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

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

/ Audio Update, Brand Lift Help, Brand Lift Study, Podcasting
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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