Despite the success of podcasts like Wil Anderson’s ‘Wilosophy’ and the Mamamia Women’s Networks raft of podcasts, the biggest challenge for each is their ability to monetise them through accurate analytics.
But now a new development from Omny allows marketers to track and report consumption data from roughly 30 per cent of podcast plays through the Apple Podcasts app using an analytics algorithm, which Omny is making available to its customers in the coming months.
“Since podcasting was created over 10 years ago there has been one common problem that has challenged the audio on demand industry. How many people have actually listened to my podcast via the Apple Podcasts app?” said Seven West Media’s chief digital officer and Omny advisor, Clive Dickens.
“The Omny team have developed a truly ground breaking innovation that will provide many thousands of audio creators with an understanding of their audience’s consumption for the first time.”
With approximately 80 per cent of podcast listening based within Apple’s Podcast app, there’s been a lack of insight into listener consumption data such as where people listen, skip or stop.
Whilst technically impossible to determine these insights from episodes already downloaded, Omny is now able to determine which parts of an episode are played or skipped from a subset of Apple Podcasts streaming plays with a level of accuracy within tens of seconds.
This development will help podcast creators overcome reporting challenges and increase their ability to entice advertisers. The release will further enhance consumption analytics data currently available to Omny Studio customers.