Measurement challenges are holding back Podcast analytics

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 27, 2020, 11:23 AM UTC

Podcast advertising is to Radio what connected TV, and Digital Out of Home is to linear TV.

This article states that with Google Chrome withdrawing to support third-party cookies, brands are already questioning the growth of programmatic display ads. At the same time, the podcast industry is booming, with eMarketer predicting it will reach almost $1 billion in 2020.

However, podcast advertising is tough to measure, not only because of its very fragmented and mostly offline nature. This piece says despite limitations, panels are the best format for measuring podcasts. While not perfect, they are a good starting point.

However, ads in podcasts have to be measured like Radio which can be often frustrating for marketers. While Google’s audio-specific programmatic campaigns can help compare the performance of audio ads, it is unclear when and if it “will be available for the rest of podcast advertising.”

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