Voiceworks Sport partners Veritonic to transform podcast advertising
Voiceworks Sport has partnered with audio research and analytics platform Veritonic to improve measuring ad effectiveness.
Veritonic’s audio analytics and research platform will be deployed to demonstrate the success of advertising campaigns booked through the Sport Social Podcast Network (SSPN), operated by Voiceworks.
The partnership lets Voiceworks utilise Veritonic’s audio attribution technology, which provides insights into advert exposure and subsequent anonymised podcast listener behaviour, including site visits, shopping cart activity and more.
Data collected enables podcast advertisers that use the Sport Social Podcast Network to better understand the impact of campaigns and to optimise current and future advertising strategies.
In recent months, Voiceworks has worked with the likes of Poghust Goodhead, global litigation experts, to run podcast advertising with SSPN as part of its My Diesel Claim World Cup campaign, which also ran across TV, radio and digital media.
The initial campaign was so successful that Pogust Goodhead now uses podcast advertising as a default marketing channel. In addition to connecting brands to podcast advertising opportunities through SSPN, Voiceworks also works closely with major organisations including the World Gymnastics Championship and Paralympic GB to create branded podcasts and audio.
Sophie Hind, Voiceworks Sport Managing Director, commented: “We’re thrilled to partner with the Veritonic team, and bring their technology to our client base. It adds real strength to our analysis and reporting capabilities, enabling us to accurately pinpoint how, and which, activities are directly influencing listener behaviour.
“We know just how valuable podcast advertising can be for customer engagement and brand awareness, from being able to tap into specific listener demographics, to the fact that podcast ads offer higher engagement than other mediums.
“This has been proven in the work we’ve done with some of our major clients in recent years, which has led to great results and seen podcast advertising become a core part of their strategy going forward. Now we can take these campaigns a step further, using the insight and measurement from Veritonic’s platform, to tweak in real-time.”
Damian Scragg, General Manager, International & Brand Sales at Veritonic shared: “We remain committed to helping the global audio and podcast industry grow and thrive, and a large part of this is demonstrating the results the medium can deliver for engaging listeners and increasing ROI.
“We are pleased to work with the Voiceworks.ai team to bring our measurement and attribution technology to their clients and provide advertisers with the data they need to succeed.”
Rich Hill, Chief Technology and Marketing Officer at Pogust Goodhead, said: “Bridging the gap between technology and marketing is something that many businesses are still navigating. However, the utilisation of Veritonic’s technology by SSPN clearly showed us that they understand the importance of using technology in the advertising space.
“Daily reporting and analytical data are integral for any brand to continue to grow and develop. SSPN’s reporting and responsiveness allowed us to monitor, track, and optimise our podcast advertising, helping us diversify and expand the audience base of My Diesel Claim while maintaining a low cost per action.”