How attention metrics is tuning into audio investments
It’s a common sentiment among audio publishers that advertising in that world remains an undervalued proposition. Efforts from multiple attention metrics firms to apply their methodologies to digital audio and streaming, notably the podcasting world, were greeted with open arms by the likes of NPR, Audacy, iHeart and Spotify. And after some work to figure out how to apply it to audio — attention isn’t as easily gauged when listening to content as when watching it — the results seem to have given a lift to some of the players.
The latest example comes from work that attention metrics firm Adelaide did with several audio publishers, including iHeart, NPR and Audacity around an eBay campaign that ran across Q2 and into Q3. In short, applying Adelaide’s AU metric enabled several publishers to show their ads performed above the benchmarks set by Adelaide.
“Folks in audio know that their media is undervalued by the market, and they see attention metrics as a way to level the playing field,” said Marc Guldimann, Adelaide’s founder and CEO.
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Source:: Digiday
