As podcast advertising continues to gain momentum, so does the need to outline the metrics that will help advertisers determine whether their ads are effective – and their money is well spent.

In a bid to set some ground rules and “improve standards and increase buyer confidence” for this emerging space, IAB Tech Lab has recently issued its own set of podcast ad metrics guidelines to help reconcile uncertainties in ad measurement and effectiveness. The 14-page outline covers everything from the technical details of content and ad delivery, to how they can be tracked.

“This document is the first attempt to bring IAB members together, describe common practices and provide a common set of metric definitions,” the executive summary reads. “With a consistent set of podcast advertising metrics, buyers and sellers can engage in a conversation about campaign strategy with confidence.”

To read the full report, click here.

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Posted by Kara Degeorgis

After successfully working as a freelance digital artist for several major publishers and brands, Kara’s passion for art and technology led her to a career in the digital advertising space with Theorem. Since 2014, Kara has played a key role on the creative team, building out Theorem’s brand communications and creative service offerings with award-winning design work. Her current responsibilities include guiding clients through the intricacies of successful ad design and development from innovative ideation through execution. In parallel, Kara’s working towards a Master’s Degree in Strategic Design and Management at Parsons School of Design in NYC.

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