ARN has announced a partnership with podcast measurement and attribution business Podsights, a leading global attribution platform for podcast advertising.
The expanded partnership sees Podsights’ reporting and attribution capabilities included with every iHeartPodcast Network Australia campaign.
ARN said that each of its podcast clients will be provided with their own dashboard to track reporting across impressions, reach, frequency, location and more.
Clients can take measurement a step further with attribution, monitoring conversion from listen to website visit and purchase.
“The introduction of our technology across all iHeartPodcast Network Australia campaigns instantly elevates measurement standards and expectations for local advertisers to track their return on investment,” Podsights head of partnerships Sarah Cotenoff said in a statement.
ARN head of commercial audio and podcasts Corey Layton said podcast measurement has historically been an issue for brands.
“Podsights has set the standard of what advertisers should expect which, combined with the strength and scale of our podcast slate, provides brands with a highly effective and measurable channel to engage audiences,” he said in a statement.
The Podsights partnership comes as the iHeartPodcast Network Australia releases October listener data from technology provider, Megaphone. The data from over 1 million Australian devices shows a massive jump in listening, up 72 per cent since the start of 2020 (Oct20 v Jan20).
October is also a record month for listening across the platform. Record highs have again been experienced across a range of genres, including business & finance (+9 per cent), sports (+15 per cent), catchup radio (+4 per cent) and news (+3 per cent).
“As Australian audio consumption continues to soar, brands are investing in podcasts more than ever before,” Layton said.
“Our partnership with Podsights sets the standard for brands, proving podcast advertising is effective and that we can prove it.”
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