Now that we’ve reviewed what brand lift is, and how we go about measuring it, it’s time to address where we can apply the method. I specifically get a lot of questions about podcasts. Can you measure host-read ads? How about direct-ad-injected (DAI)? Or, even branded series? The short answer is: yes. There’s a brand […]
What Can We Measure with Brand Lift? Read More »
In my last post I defined what brand lift is, how it’s distinct from other forms of lift measurement, and why a brand should use this ad effectiveness method. In this installment – part two of four – I’m going to dive into some of the practical details of how brand lift studies are measured.
How Does Brand Lift Work for Audio and Podcasts? Read More »
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
What Is Brand Lift in Digital Audio and Podcasting? Read More »
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,
Brand Lift Is the Ad Attention Metric You’re Looking For Read More »
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
Taking Brand Lift Studies for Podcasts Beyond the Headlines Read More »
I love data. I would lose my research stripes if I didn’t. One thing I’ve learned over the years though is that data has its limits. When I turn on my laptop excited to pour over the results of a new study (researchers are easily entertained), a data point will sometimes jump off the page—that
Where Audio Data Ends and Understanding Begins Read More »
Takeaways from PM Evolutions At the end of March, Podcast Movement held the Evolutions conference in LA. It was a coming together of industry professionals and audio creators, big brands and independent companies. It was great to meet our podcast pals and associates in person. They were all delightfully more human than they were on
Podcasting at a Crossroads? Read More »
What’s the point of a podcast? The answer to this intentionally vague question depends on who is answering. A hobbyist podcaster might be making their show just to get their voice out there (for better or worse), or to have some fun with their friends and maybe make some coffee money on the side. Podcast
Putting Podcast First in Branded Podcast Read More »
Facebook, Google and the like have changed a big part of the conversation around buying and selling advertising. At some point as you negotiate the ad buy, the agency or advertiser will say: “We need a Brand Lift Study.” That hasn’t typically been an easy ask for podcasts. With a lot of listening happening outside
Part of the podcast explosion of the past few years has been the rise of branded podcasts. Done right, branded podcasts can be incredibly powerful. Not only do podcasts reach young, affluent consumers who favour ad-free content, but no other form of content marketing can deliver the deep engagement of podcasting and keep the audience
3 Lessons We’ve Learned from Top-Testing Branded Podcasts Read More »