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Nielsen announced the launch of Podcast Ad Effectiveness+, known as PAE+, which measures the effectiveness of podcast advertising. They’ve added the ability to measure digitally inserted ads in a live podcasting setting.
“The growth of podcasting has brought a massive opportunity for advertisers to reach highly engaged, niche audiences. While there have been strides in capturing metrics like downloads, it’s been a challenge to understand the impact of ads on the platform,” said Arica McKinnon, Vice President, Client Consulting at Nielsen. “PAE+ equips brands and publishers with the insights they need to make smarter decisions about their podcast marketing strategy to maximize the value delivered and ultimately increase sales opportunities.”
Some of the other benefits of PAE+ are:
● Transparency & Scale: Ad effectiveness can be measured across podcast platforms and multiple shows. Insights are available mid and post-campaign. ● Customization: Flexible surveys allow them to measure ad effectiveness across more niche, target audiences and answers unique client questions ● Granular Insights: Understanding the audience at a deeper level with reporting that can be cut by the show, frequency of exposure, gender, age. ● Natural Setting: Podcast clips are tested in a live setting to show real campaign exposure.