IAB Australia’s Audio Council announced today that it has endorsed the IAB U.S. Podcast Ad Metrics Guidelines for the Australian market following a thorough review and assessment.
The endorsement will provide considerable support to the Australian advertising industry, with data gathered by the Council showing nearly 40 per cent of agencies have already experimented with podcast advertising and a further 30 per cent intending to in the next 12 months.
“Podcasting isn’t just a global phenomenon ~ it’s an Australian one with a growing number of podcasters and millions of downloads a month. Whether it’s the ABC, Hamish and Andy, Em Rusciano or Story Club, there is vast range of talent beyond Serial and This American Life,” said IAB CEO Vijay Solanki.
“Currently data and analytics is in its infancy but companies like Omny and others are helping to change that and the growth of audio programmatic will make it easier to drive commercial value from podcasts. As this commercialisation expands the IAB will be doing more around developing best practices for audience measurement and ad metrics.”
Although podcasting – often referred to as on-demand audio – has been around for over a decade there has been growth over the last 12 to 18 months in both the usage and commercialisation of the format, increasing the need for industry standards and guidelines.
The goal of the guidelines is to improve standards and increase buyer confidence by standardising how we measure the ads listeners hear, on and offline, providing advertisers a closer parity to data extrapolated on other mediums.
“Having spent some time reviewing these guidelines and consulting with industry stakeholders, the Audio Council feels the work carried out by the IAB in the U.S. is also applicable and valuable to the local market,” said Rick Gleave, IAB Audio Council chair and director of business development for Pandora ANZ.