Six Essential Strategies for Measuring Your Podcast Campaign ROI

 

I'd like to share insights on effectively measuring podcast campaign success. My extensive experience in the industry has taught me valuable lessons about tracking and evaluating the impact of podcast advertising.

First, it's essential to understand that only some things can be tracked. At TWiT, we stream our shows live on multiple platforms, reaching thousands of fans. These live views aren't trackable, which means our brand partners receive bonus exposure that isn't reflected in standard metrics.

Now, let's discuss how to effectively measure podcast ad campaigns:

1. Set realistic expectations: Podcast consumption is on-demand, so campaigns can take up to eight weeks to reach full impact. Patience is vital when evaluating results.

2. Monitor ad impressions: Track episode downloads and review impression updates regularly. At TWiT, we provide weekly audio, video, and YouTube impressions updates.

3. Analyze direct response metrics: While landing page visits and offer code usage are valuable tools, remember that they don't tell the whole story. Many listeners, especially in tech-savvy audiences, will bypass these methods.

4. Utilize podcast ad tech: We offer Spotify Ad Analytics and Podscribe for comprehensive tracking. These tools provide insights into listener behavior and ad effectiveness.

5. Diversify advertising channels: Converting a listener often takes 7-15 touchpoints. To maximize reach and effectiveness, we recommend pairing podcast ads with other forms of advertising.

6. Implement post-purchase surveys: This often-overlooked tool can provide crucial insights into how customers discovered your brand.

Remember, genuinely gauging a podcast campaign's success requires combining these tools and approaches. Allow time for the ad to make an impact, and if you see traction, consider maintaining consistency in your campaign.

At TWiT.tv, we're committed to helping our partners achieve their advertising goals. If you're interested in exploring podcast advertising opportunities with us, please contact me directly at Lisa @ twit.tv. We'd be happy to discuss your campaign objectives and how we can support your growth.

Changes at TWiT.tv - Embracing Change and Impermanence

 

I understand that changes, cancellations, pivots, and new content announcements can sometimes be met with negativity. However, it's important to remember that change is a natural and necessary part of life.

When we resist change, we create unnecessary suffering for ourselves. We become attached to the way things are and fear the unknown. But if we learn to embrace change, we can open ourselves to new possibilities and opportunities.

Pivoting and trying new things can be challenging, but it's also essential for growth and evolution. It allows us to learn new skills, expand our horizons, and adapt to the ever-changing world.

So, instead of reacting negatively to change, let's embrace it with curiosity and openness. Let's see it as an opportunity for growth and transformation. Networks add new programming and cancel shows all the time. It's expected, it's media.

Remember, the only constant in life is change. We can live more fulfilling and dynamic lives by accepting and embracing it instead of fighting or complaining.

Yesterday, I announced that "Ask The Tech Guys" ended in its current format. However, we are excited to announce that we are combining tech help with tech literacy, and "Hands-On Tech" is reborn, featuring elements from both "Ask The Tech Guys" and "Hands-On Tech." It will also be less than 30 minutes long, addressing concerns from our fans about the length of our shows.

We have heard from our fans and understand that content has exploded, making it challenging to keep up with longer shows. That's why we have created short-form content over the last few years.

Hands-On Tech joins our short format shows like Home Theater Geeks with Scott Wilkinson, Hands-On Windows with Paul Thurrott, and Hands-On Mac, starring our iOS expert Mikah Sargent. 

Therefore, plan on more changes as we evolve and grow, and try leaning in with excitement and curiosity.