A 101 Explainer: What audio measurement options are in market?

When utilising digital audio ads (in any format), it’s important for publishers and advertisers alike to understand that the channel is highly measurable. There are a wealth of audio measurement methodologies and solutions depending on the data being sought, including engagement and attribution data (impressions, listen-through rates, conversions), brand lift and efficacy/attention data (awareness, recall, favorability, intent), audio creative testing and optimisation data, cross-platform data, and more.  

Audio attribution measurement

Attribution modeling aims to determine the effectiveness of different advertising touchpoints in driving desired outcomes (e.g. website visits, app downloads, site purchases). Multi-touch attribution models consider multiple factors and touchpoints along the consumer journey to allocate credit accurately. An example of this would be understanding how ads for the same episode across an array of channels such as podcasts, display, video, and social drive downloads of that episode (and in what order).

Ad recall studies

These studies measure listeners' ability to recall specific ads, typically 48-72 hours after exposure. These studies are often run as part of a larger survey or brand lift study conducted during or after an ad campaign to assess brand awareness and message retention.

Brand lift studies

As mentioned above, brand lift studies measure changes in key brand metrics (such as awareness, favorability, or purchase intent) before and after an ad campaign. This can help advertisers understand the impact of their audio ads on consumer perceptions and behaviors. The questions in a brand lift study can often be customised based on the brand’s KPIs and desired data points. Additionally, brand lift studies can be technically executed a number of ways including pixel-based as well as prefix-URLs depending on the brand’s unique measurement needs.

Cross-platform measurement

As consumers access audio content across various devices and platforms (e.g., smartphones, smart speakers, connected cars), cross-platform measurement solutions aim to provide a holistic view of ad performance and audience reach across different environments. Cross-platform measurement is common practice by most audio measurement / attribution providers as most marketers, brands, and agencies are seeking this information in order to obtain a 360 view of their campaign performance. 

Third-party verification and measurement

Third-party measurement providers offer independent verification and validation of ad delivery and performance metrics. This can help advertisers ensure transparency, accuracy, and accountability in their audio advertising campaigns.

As audio advertising continues to evolve with technological advancements and changing consumer behaviors, measurement capabilities and solutions will continue to evolve with it, becoming increasingly sophisticated and integrated across platforms and devices. Advertisers and marketers should stay informed about emerging trends, methodologies, and best practices in audio advertising measurement to maximize the effectiveness of their audio campaigns.