"While video podcasting is exploding in popularity, advertisers say they're still holding back ad dollars due to the lack of clear measurement across the different mediums. According to a survey from podcast advertising agency Oxford Road, 76 percent of brands said they would increase their podcast spend if YouTube attribution were standardized with audio, and close to a quarter would increase spend by 50 percent or more."
"In the early days, direct-to-consumer brands were more likely to use promo codes on podcasts, which could then be easily tracked. Measurement improved more in the past several years, as advertisers could use pixels, or a URL embedded in the podcast's RSS feed, to identify listeners and see whether they made a purchase. But as YouTube became the dominant platform for podcasting and as some platforms moved away from pixels, advertisers found they could not standardize how they measure ads across Apple, Spotify and YouTube."
A survey of 75 marketers, including six of the top-10 podcast spenders, found 76% would increase podcast budgets if YouTube attribution were standardized with audio and nearly 25% would boost spend by 50% or more, potentially adding about $1 billion in ad spend. Measurement evolved from promo codes to pixels and RSS-feed URLs, but YouTube's rise and some platforms moving away from pixels created incompatible metrics across Apple, Spotify and YouTube. Fifty percent of respondents cited limitations in performance data as the main constraint, and platforms face pressure to agree on common standards.
Read at The Hollywood Reporter
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