Podcast measurement essentials

It’s hard to believe that a decade ago, few people even knew what a podcast was — and now it’s become a popular American water cooler topic.

As the evolution of podcasts has occurred, advertisers have taken notice. Historically, radio has been a tried and true channel for advertisers, so it’s natural that brands would venture into podcasts as they becomes a larger slice of the audio pie. But as more brands jump into the podcast space they’re asking how they measure results and efficiency.

One of the original methods of measurement on radio was providing a telephone number for listeners to call for a special offer. Eventually that evolved to promo codes and vanity URLs, which is what we see in today’s podcast ads.

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Promo codes give advertisers direct results for purchases driven by a podcast’s call-to-action, but there is no guarantee that all listeners will use the code.

Research shows that two out of three listeners will remember promo codes.