As podcasts continue to grow in popularity, understanding their impact has become essential for publishers and advertisers to maximize their sponsorship impact. Measurement tools are increasingly critical for understanding listeners and how they receive and interact with the information they hear in sponsorship messages. At National Public Media, we offer a variety of measurement tools that can be added to a campaign to provide insights, better understand campaign performance, and optimize for improved impact.
Types of Measurement
NPM offers measurement tools that touch five categories of insights, providing data to quantify all parts of the podcast sponsorship process.
Copy Testing
Copy testing is a research method used to evaluate and measure the effectiveness of sponsorship messages. The goal is to assess how well the copy resonates with the target audience, find what connects with listeners, and identify any potential issues or areas for improvement. NPM conducts copy testing with our partner Veritonic, where podcast listeners are surveyed for engagement, recall, intent, and other feedback.
Brand Lift
Brand lift testing measures the effectiveness of campaigns in improving consumer perceptions, awareness and intent. NPM offers a variety of tools for brand lift research, including NPR-fielded surveys, surveys with Veritonic and with Kantar. This type of testing involves conducting surveys during or at the end of the campaign and comparing the exposed audience to a control group to assess changes in these key metrics.
Attribution & Conversion Tracking
Attribution measurement identifies the influence of sponsor messages on listeners to take a specific action (conversions), such as making a purchase or visiting a website, and measuring the efficiency of the campaign spend, flight, and targeting. NPM offers in-house interpretation of a campaign’s attribution insights with our Campaign Intelligence Analysis (CIA). Drawing on our expertise of how to engage NPR podcast listeners, a dedicated analyst can help make sense of your attribution data and provide actionable recommendations for your media planning strategy.
Brand Suitability
Brand suitability measurement refers to the assessment of how well a marketing environment or content aligns with a brand’s campaign and goals. By analyzing the environment a campaign runs in, sponsors can ensure that their messages are appropriate and effective.
Delivery
Delivery is the tracking of impressions delivered for a campaign. Please note that DCM and Sizmek are the only vendors from whom we accept third-party numbers for billing, but we do offer these insights for various tools.
Check out our full list of measurement tools, vendors, and their capabilities below.
Understanding and leveraging the right measurement tools for your brand’s goals will provide insights to make podcast campaigns more efficient, engaging, and personal to your specific needs. Identifying campaign objectives and aligning them with measurement tool selection helps success grow with new campaigns and allows your chosen audience to hear you loud and clear.
