Tracking the podcast multiplier effect in omnichannel campaigns

Podcasts; an audio format right? No, that’s where you’re wrong. A podcast is no longer just an audio format: you can listen to podcasts, yes, but you can also watch a podcast, scroll podcast clips on social media, view behind the scenes vlogs, you can even attend a podcast live event. A podcast can be consumed in many different ways.

With podcasts and the ways we enjoy them growing and evolving so much, so must our ways of measuring them. 

That’s why Acast Insights have partnered with Disrupt Insight to provide market leading measurement for multi-format & multi-platform campaigns. 

With this new methodology, we can:

• Measure all the standard campaign KPIs e.g recall, awareness, consideration etc. 
• Report on performance by each ad format 
• Look at the overlap and the impact of exposure to multiple channels e.g. the multiplier effect of being exposed to multiple ad formats/channels
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Real-world results: The power of multi-platform campaigns

Through this new research, we are helping agencies and advertisers understand how their multichannel podcast campaigns are performing, as well as the value of adding video and social to an audio campaign.

For example, for a finance brand who added video to their audio podcast campaign, we were able to illustrate that the addition of video drove a:

• +21% increase in brand purchase 
• +14% increase in consideration

And for a mobile network provider brand,  we were able to demonstrate that audiences who recalled all audio and video assets, the campaign drove an:

• +41% increase in consideration
• +18% increase in preference

For a hair removal brand who added social  to their audio podcast campaign, we illustrated that recalling all 4 elements of the campaign (all 3 audio elements: sponsored reads, sponsored stories and sponsorship+, as well as the social) this drove a:

• +19% increase in brand purchase
• +13% increase in preference 
• +2% increase in consideration
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Shifting from experimentation to a holistic strategy
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This new methodology not only allows clients, brands and agencies to understand how their audio formats are performing, but also how new formats they may not have used before e.g video and social are performing, both in isolation, and also how the formats are working together to provide a holistic view of the campaign and the multiplier effect of multichannel campaigns.

This research also allows for measurement and comparison of audio formats. This opens up an opportunity to see how each audio format performs individually, as well as how exposure to multiple audio formats work together to drive KPIs.

For example, for a chocolate brand who utilised multiple elements of audio we illustrated that by recalling all 3 elements of the campaign (sponsored reads, sponsored stories and audio ads) vs 1 or 2 elements only, this drove a:

• +17% increase in consideration
• +17% increase in brand purchase 
• +5% increase in preference

And amongst a glucose tracking brand who used multiple elements of audio we demonstrated  that by recalling both elements of the campaign (sponsored reads and audio ads) vs 1 element only, this drove a:

• +17% increase in consideration
• +13% increase in awareness
• +4% increase in preference

To summarize, this multi-platform research allows us to dive deep into three critical areas:

• Individual format performance: Understand how each specific audio, video, or social asset impacts your KPIs.
• Format cooperation: See exactly how different formats work alongside each other to amplify your message.
• Multi-channel exposure: Measure the true business impact when a listener encounters your brand across multiple touchpoints.

If you want to learn more about this methodology and how to apply it to your next campaign, get in touch with Bianca Bush at bianca.bush@acast.com.