Digital Audio Metrics: Kpis to Assess the Results of Audio Advertising Campaigns

Digital audio is the big advertising reveal of 2020. The consumption of podcasts, music streaming and other audio content online has increased with the coronavirus crisis , and with it, the interest of advertisers in this medium. And this is no wonder. It has enormous potential in terms of personalized targeting , ad contextualization and emotional connection development. However, like anything new, it still raises some questions, especially when it comes to measuring campaign results and the metrics used to determine the impact of ads. What data Germany WhatsApp Number List relating to the digital audio audience can current technology extract? How to know the impact of a specific advertising action on the company? We will see it below.

Audience analysis in digital audio: technical considerations Access to digital audio content can be done in two ways: through the web browser or an application installed on the device (computer, smartphone, tablet, etc.). In both cases, user behavior can be tracked through platform-specific systems; third-party tracking codes, which send signals when predefined goals are reached; or by analyzing session information stored in cookies. The measurement tools used will vary depending on the type of data you want to obtain.

For Example, the Producers of a Podcast Will Want

to know the demographic profile of their listeners, their location and their listening habits, while an advertiser will be interested in the number of reproductions of their spot and will seek to determine the effects that he got on his target. Digital audio metrics: content consumption and advertising impact Google has a specific analytics tool for podcast creators, called Podcasts Manager , which allows you to study listeners’ behavior minute by minute, establish average listening time, and see how engagement is evolving. program after program. Platforms like Spotify offer brands personalized insights on the number of impressions (reproductions) obtained by their advertisements, metrics of reach and frequency of listening and demographic information added on age, gender, etc. the type of device and the interests of their audience.

Una Mujer consumes contenido de audio digital con smartphone y auriculares It should be noted, however, that the definition of print-reproduction of an advertisement as a digital audio metric is under discussion between the entities of the sector. In its Podcast Measurement Guidelines , the IAB condenses it into the concepts of Ad Delivered and Client-Confirmed Ad Play . In the first case, the reproduction would be counted after verification of the download of 100% of the bytes of the advertisement; in the second case, confirmation by tracking code would come into play, which could also verify whether the song was partially or fully listened to.

Measuring Results in Digital Audio Advertising Campaigns

When it comes to measuring advertising campaign results , IAB’s Digital Audio Buyer’s Guide 2.0 offers a series of digital audio metrics to quantify reach and effectiveness. The most basic metrics would be those related to the reproduction of the advertisement and would be used to determine the number of times the advertisement was listened to and the Listen Through Rate (LTR) , that is to say the percentage of times where the advertisement was played to the end in relation to the total number of reproduction. At a second level, it is also possible to assess the user’s response after being exposed to the campaign.

When the advertisements are launched with a banner visible on the screen , it is possible to use classic digital analytics options, that is to say to record the number of impressions and clicks and the Click Through Rate (CTR) , and analyze subsequent surfing behavior on the website or obtaining leads. However, it should be noted that in many digital audio sessions the screen remains inactive: the consumer simultaneously performs some other activity incompatible with viewing. For these situations, there are follow-up alternatives based on the formulation of a very clear and concrete call to action (CTA) in the advertisement, and on the measurement of the level of user support.

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