Measuring Podcast Ads: Insights & Techniques with Amelia Coomber

Did you know that pre-roll podcast ads cost half as much and drive twice the ROI of mid-roll ads? That's just one of the many insights today's guest brings to the table. Listen in to understand the intricacies of podcast advertising with Amila Coomber, Head of Marketing & Growth at Podscribe. We explore everything from the technicalities of measuring podcast ad effectiveness, the evolution of podcast advertising, the role of pixel-based measurement, and the differences between host-read and dynamic ads. Amelia also shares valuable insights into the future of podcast advertising, including the potential impact of video on platforms like YouTube. Links from the show: Amelia Coomber on LinkedIn Podscribe Quarterly (Podcast Advertising) Performance Benchmark Reports 00:00 Introduction and Nickname Banter 01:28 Discussing Podcast Ads 02:17 Introducing the Guest 05:01 Understanding Podcast Advertising 14:32 Technical Aspects of Podcast Ad Measurement 26:16 The Rise of Podcast Advertising 26:38 Simulcast and Pixel-Based Attribution 27:20 YouTube's Role in Podcasting 27:59 Challenges in Measuring Podcast Ads 31:10 Programmatic Advertising and Future Trends 33:38 Dynamic Feedback Loops and MMM 44:22 Creative Strategies in Podcast Ads 45:56 Insights and Future of Podcast Measurement 47:32 Final Thoughts and Incremental Insights