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Podcasts are super tricky to measure with as much confidence as other channels, your spend doesn’t always correlate to when podcasts and ads are listened to etc. We’ve used promo codes/ URL but without a strong offer know we are only capturing a portion of the value driven by these campaigns. There are some services like chartable that are trying to give more attribution clarity. Overall it’s a low part of the media mix, CPMs for the smaller scale programs are reasonable if there is audience alignment with your product, so we still spend without a perfect solution. Also Magellan is a great tool for air checks and competitive looks which I think is useful for planning in the space.
Bowl Leader
We’re in a similar boat in terms of measurement and media mix. There’s scientific evidence to suggest audio is stored in (what I’m calling) a short-term memory bank and as a result the brand lift isn’t higher than other channels like video for example. We still run it because it’s cheap in our vertical. Appreciate the insight.