How can a marketer best measure the brand lift for embedded audio advertisements in content distributed digitally?
Veritonic, the company founded by Chief Executive Officer Scott Simonelli, believes it has a product worthy of use by CMOs and client-side ad pros.
The company is now offering clients the ability to measure the performance of embedded, or “baked-in,” audio ads via pixel-based brand lift measurement upon listener exposure to the ad.
How does this differ from other measurement providers? Veritonic says its product doesn’t rely on “forced exposure” approaches for the measurement of embedded advertisements.
Indeed Global Lead of Employer Brand Thad Smith is a believer. “Veritonic’s Brand Lift study helped us confirm our performance campaign was also helping to improve our brand metrics,” said Smoth. “The Veritonic team’s collaboration on methodology with our Brand Science and Growth team helped give us confidence in the results and enabled us to move forward quickly with additional planning for audio channels.”
Veritonic’s products include Brand Lift and Attribution; a single pixel can offer insights on full-funnel performance, including reach, impressions and Call-To-Action efficacy, the company says.
“As the audio and podcast advertising landscape continues to evolve, it’s critical that advertisers have the measurement data they need to support the ongoing evolution of their audio strategies,” said Simonelli. “We strive to provide our clients with full-funnel, apples-to-apples measurement for all of their audio endeavors, and the measurement of baked-in audio ads on actual exposure is a critical component of that commitment.”
— With reporting by RBR+TVBR in Dobbs Ferry, N.Y.
