Podcast Measurement “Finally Improving” as Streaming Grows


PodMov Daily: Tuesday, August 18

Episode 266: Testing, One Two-sday

Podcast Measurement “Finally Improving” as Streaming Grows

Real-time podcast measurement sees vast improvement year over year. “Lack of measurement has long deterred brands from investing heavily in podcasts,” writes Alison Weissbrot of AdExchanger. But as streaming gains on downloads, it’s more clear how many listeners are exposed to ad campaigns.

“Big networks and companies that use ad-serving platforms can now provide better data,” explains Stephen Smyk of Veritone One. Spotify’s Streaming Ad Insertion is a prime example. “Where it starts to get hard is for folks who are smaller, independent and don’t have resources or an ad sales force.”

Bigger advertisers gravitate toward “walled gardens [or] major networks that can provide better targeting and measurement,” Weissbrot says. “That leaves independent podcast publishers, once the backbone of the industry, to duke it out for ad dollars against larger players that have more resources.”

Andrew Davies: Why Podcast Calls-to-Action Matter

As part of the Australian Broadcasting Corporation’s Audio Studios team, Andrew Davies is an expert on fine points that make an impact. “Calls-to-action are an under-rated part of podcasting but, done well, they play an important part in discoverability and audience engagement,” he explains.

Consider what you’re asking the listener to do, and make it clear. “I often hear presenters give a shopping list of CTAs at the end of a podcast and wonder which of them I’m supposed to do first,” Davies says. Adhere to Amanda McLoughlin’s ‘one shot rule’ by limiting each episode to one call-to-action.

How will listeners perceive what they have to gain? Keep it benefit-driven, Davies advises. “Some of the best examples I’ve heard tie this in with the way it will help the show.” The article covers common mistakes, smart solutions, and why using the word ‘subscribe’ might be hampering your efforts.

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Character consists of what you do on the third and fourth tries.

Here's what else is going on:

  • Stolen goods: Podnews reports that “Anchor is hosting a large number of pirated podcasts from other publishers.” A remarkable “30% of all the Podtrac top 20 podcasts” are being copied on the platform, and “none of these plays will be credited back to the original owner.”
  • Real talk: “Can we stop with the obsession over perfect-for-radio voice?” proposes Evo Terra. Podcasters shouldn’t let unrealistic standards hold them back: “The vast majority of working actors have ‘non-standard appearances’ that don’t get in the way of their success.”
  • Print shop: Try a little recreation, says Jeremy Enns of Counterweight Creative. “There’s an age-old writing exercise called Copywork where a writer will copy, word for word, the work of another writer they admire […] Most podcasters could benefit from a similar practice.”

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