Nielsen Announces Launch of Podcast Ad Effectiveness+

RADIO ONLINE | Wednesday, April 28, 2021

Nielsen

Nielsen has announced the launch of Podcast Ad Effectiveness+ (PAE+), a new solution that measures the effectiveness of podcast advertising including brand lift and memorability across podcasting audiences. With this new offering, Nielsen is building on its current solution to include the ability to measure digitally inserted ads in a live podcasting setting. PAE+ enables advertisers to better maximize strategy for future campaigns and publishers to showcase the strength of their podcast environment.

Podcast content and listenership is on the rise with 1.7 million titles available and 75% of listeners tuning in to more than one podcast a week according to Nielsen's Podcasting Today report. As more brands and advertisers tap into the podcast space, Nielsen says it's critical to understand not only the podcast audience, but how podcast ads actually resonate with those audiences, especially in a live environment where listeners are highly engaged.

"The growth of podcasting has brought a massive opportunity for advertisers to reach highly engaged, niche audiences. While there's been strides in capturing metrics like downloads, it's been a challenge to understand the impact of ads on the platform," said Nielsen VP, Client Consulting Arica McKinnon. "PAE+ equips brands and publishers with the insights they need to make smarter decisions about their podcast marketing strategy to maximize the value delivered and ultimately increase sales opportunities."

Nielsen's solution will measure effectiveness of digitally inserted ads across online and mobile web environments. PAE+ will provide a detailed campaign analysis that evaluates lift across brand funnel and memorability metrics, including efficiency metrics (e.g. awareness, recall, intent and brand fit), and engagement metrics (e.g. content uniqueness, hosting, rating, and intent to seek similar content). Additionally, PAE+ has benchmarking capabilities, similar to Nielsen's podcasting norms which have grown to include more than 400 studies spanning 350+ brands across automotive, CPG, education, financial services, DTC retail, and technology industries.

PAE+ is part of Nielsen's robust suite of podcast solutions that enable marketers and publishers to better understand the behaviors of podcast listeners within the podcast marketing workflow, from discovery to optimization.