Have you ever wondered how marketers know if their podcast ads are working correctly? I am a huge proponent of data, and Jeff Vidler, Founder of Signal Hill Insights, is helping podcasts and advertisers measure their podcast advertising efforts with brand lift studies, surveys, and more.
“One thing we do have with podcasting is we have digital data that gives us census level data as a baseline that we can use and work from that and really give advertisers a chance to see how the mediums working.”
Jeff can work closely with other companies, such as Triton Digital, to blend survey and census data together to get a clearer picture of who is listening.
“You've got apps, like Spotify, that will give you demographics, but that's filtered through who uses those apps. It's not necessarily a reflection of their entire audience. There are household graphs that you can get, but IP addresses are not personal. So we think that surveys are an important step toward getting demographics into podcasts measurement.
The audio and transcription can be found here:
https://www.podcastadvertisingplaybook.com/are-your-podcast-ads-working/
To connect with Jeff, reach out to him at jeff@signalhillinsights.com or visit their website: https://signalhillinsights.com/
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This video is about podcast advertising for brands, brand awareness advertising on podcasts, measuring podcast ad effectiveness with survey research, and the difference between direct response ads and brand awareness podcast ads.
