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.