Veritonic Debuts Cross-Podcast Measurement

Audio analytics specialist Veritonic has added Cross-Podcast Listenership Measurement to its offering, aggregating datasets from proprietary sources to track and analyze listener behavior across a 'vast' array of podcasts and platforms.

Veritonic's audio research and analytics platform is used to research, test and measure the ROI of clients' audio assets and campaigns pre-market, in-market and post-campaign. In February it launched a solution called Brand Lift Pulse, to provide better campaign data for smaller players; and in April it announced an integration with mobile marketing analytics and attribution platform AppsFlyer, giving the former's audio attribution solution seamless access to real-time data on in-app conversion actions across mobile devices.

Veritonic says the new feature will 'revolutionize' the way omni-channel marketers understand and engage with listeners across the digital soundscape, offering 'unprecedented accuracy and granularity'. Users will get an understanding of where listeners are 'unique' to one podcast or series and where there is 'cross-listenership overlap', thereby avoiding wasting campaign dollars by advertising to the same audiences across multiple podcasts and platforms.

CEO and co-founder Scott Simonelli (pictured) comments: 'We're pleased to unveil cross-podcast listenership measurement, which represents a major advancement in podcast analytics. By offering a holistic view of listenership patterns across the podcast ecosystem, we empower brands to make data-driven decisions that maximize the reach and impact of their audio advertising investments'.

Web site: www.veritonic.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.