Metrics in digital audio: KPIs to evaluate the results of audio advertising campaigns

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Metrics in digital audio: KPIs to evaluate the results of audio advertising campaigns

Digital audio is the big advertising reveal of 2020 . The consumption of podcasts, streaming music and other online sound content has grown with the coronavirus crisis , and with it the interest of advertisers in this medium. It is not for less. It has overwhelming potential in terms of personalized canada mobile phone number  targeting , contextualization of ads and development of emotional connections. However, like everything new, it still raises some questions, especially related to the measurement of campaign results and the metrics used to determine the impact of ads.What data does current technology allow to extract about the audience of digital audio? How to know the repercussion of a certain advertising action in the business? We will see it next.Audience Analytics in Digital Audio: Technical Considerations
Access to digital audio content can occur in two ways: the web browser or an application installed on the device (computer, smartphone, tablet, etc.). In both, the behavior of users can be tracked through the systems of each platform; third-party tracking codes , which send signals when predefined targets are reached; or with the analysis of the session information stored in the cookies.The measurement tools used will differ depending on the type of data you want to obtain. For example, podcast producers will be interested in knowing the demographic profile of their listeners, their location, and their listening pattern; While an advertiser will focus on counting the number of reproductions of his spot and determining the effects that this has caused on his target.

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Digital audio metrics: content consumption and advertising impact
Google has a specific analytics tool for podcast creators, called Podcasts Manager , which  gulf email list  allows you to study the behavior of listeners minute by minute, establish the average listening time and see how engagement is evolving program after program. For their part, platforms like Spotify offer brands tailored insights about the number of impressions (reproductions) their ads are getting, along with reach and listening frequency metrics , and aggregated demographic information about age, gender, the type of device and the interests of your audience.A woman consumes digital audio content with smartphone and headphonIt should be noted, however, that the definition of impression-reproduction of an advertisement as a digital audio metric is in the process of debate among the entities of the sector. IAB, in its Podcast Measurement Guidelines , condenses it into the concepts of Ad Delivered and Client-Confirmed Ad Play . In the first case, the reproduction would be counted after verifying the download of 100% of the ad bytes; in the second, the confirmation via tracking code would come into play , which could also verify whether the piece has been listened to partially or in its entirety.Measurement of results in digital audio advertising campaigns
With regard to the measuring results of advertising campaigns , the Digital Audio Buyer’s Guide 2.0 IAB suggests a series of digital audio metrics that quantify the scope and effectiveness. The most basic would be those related to the reproduction of the ad , and would serve to determine the number of times it has been heard and the Listen Through Rate (LTR) , that is, the percentage of times over the total in which the ad is played. played to the end.

At a second level, it is also possible to evaluate the user’s response after exposure to the campaign. When the ads are launched accompanied by a banner visible on the screen , the door is opened to the classic options of digital analytics, that is, to record the number of impressions and clicks and the Click Through Rate (CTR) , and to analyze the behavior of subsequent navigation on the web or the achievement of leads.
In any case, it must be taken into account that in most of the digital audio sessions the screen remains inactive: the consumer is carrying out another simultaneous activity incompatible with the viewing. For these situations, there are tracking alternatives based on the formulation of a very clear and specific call to action (CTA) within the ad, and on measuring the level of user adhesion. An example of this tactic is the launch of exclusive promotions for a limited time, which are activated on the web by means of a password communicated in the audio message ; or interactive advertisements , which request and react to voice commands from recipients.Ultimately, the results of digital audio can be calculated through the implementation of post-listen surveys ,with which to take the pulse of brand recall and purchase intention . Or looking at the direct impact on sales during operating days of the campaign, either in the online store or

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