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.
