Description

Having overseen podcast ad sales for over a decade, here at TWiT, we know how to properly implement podcast campaigns on our network. Here are the top four tools you should use to properly gauge your podcast campaigns.

1. Use ad-tech, such as Podsights, Claritas, or Podscribe, to properly gauge attribution. These providers will include a tracking pixel in the podcast feed and a tracking pixel on your website. Then the ad tech company can track who downloaded a podcast episode with an ad in it, and they track that IP address for 60 days to see if they visited your website. Ad tech is an excellent resource for attribution. Ad tech can offer more services such as shopping cart conversions, but it's rarely accurate for B2B clients, and why we stress using it only for attribution.
2. Review traction to your custom landing page if one was set up and review the conversions. If a landing page was not set up, then review offer codes.
3. Include a post-purchase survey. We recommend Fairing.co but any post-purchase survey will do.
4. Review the reporting document the podcast set up for you.

It takes multiple tools to gauge all podcast campaigns, and those who ignore any of these tools will not understand the full impact of what they are purchasing. In today's climate, marketers need to buy smarter and use all the tools available to gauge impact. Think about it. If your homepage has 20% off and your podcast campaign offer is 20% off, who is going to visit a landing page or remember a code when the same offer is on the homepage? If you have a technical audience, such as ours, they are not going to visit landing pages at all. They will simply google your brands name.

Lastly, remember that all podcast ads take time. These are not TV or radio ads. These are podcast ads, which means it's on-demand content. We recommend waiting at least a month before reviewing campaigns because you have to allow time for fans to download episodes, listen to them, and then act on the ads they heard.

If you are interested in advertising with us because you want the gold standard in podcast advertising, then please email advertise@twit.tv, and we will get back to you ASAP.

Host: Lisa Laporte

Download or subscribe to this show at https://twit.tv/shows/host-read-ads