The State of Audio Measurement & What The Data Reveals

About this episode

The episode discusses the current state of audio measurement and its implications for podcast and streaming performance.

At Marketecture Live, Peter Birsinger, Founder & CEO, Podscribe, with Matthew Drengler, Head of Partnerships, Podscribe, breaks down the current state of audio measurement and what the data really shows about podcast and streaming performance. From conversion benchmarks to ad formats and incrementality, this session reveals how brands can measure, optimize, and scale audio advertising like any other digital channel. Takeaways Audio is fully measurable today with real-time dashboards, attribution, and incrementality Podcast ads often outperform streaming audio in conversion efficiency Host-read ads deliver stronger performance and lower acquisition costs Buying individual shows drives better engagement, but programmatic can balance cost Earlier ad placement in episodes leads to higher conversion rates Longer ads tend to perform better due to storytelling and host trust Frequency caps are critical to avoid diminishing returns Incrementality is key to understanding true performance beyond attribution Chapters 00:00 Introduction to audio measurement and Podscribe 01:03 Audio is now a fully measurable digital channel 04:12 Podcast industry growth and market opportunity 06:19 Benchmark…

People in this episode

Host: Ari Paparo

Guests: Peter Birsinger, Matthew Drengler

Topics covered

• audio measurement
• podcast performance
• advertising strategies
• conversion rates
• ad formats

Keywords

• audio measurement
• podcast ads
• conversion benchmarks
• ad formats
• incrementality

Mentioned in this episode

Organizations: Podscribe

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