Wondery launches new ad measurement suite for podcast advertisers
Wondery Ad Analytics is a new ad measurement suite to increase transparency, performance, and measurement for podcast advertisers.
This new measurement-as-a-service programme gives advertising customers direct access to actionable campaign insights from trusted third-party providers.
There are six measurement products, and over a dozen third-party vendors, supporting US and non-US locales, making it one of the most comprehensive podcast ad measurement programmes available in the industry including solutions for Brand Lift, Web Lift, Retail Traffic Lift, Offline Sales Lift, Brand Safety & Suitability, A/B experimentation and more.
Wondery is collaborating with measurement providers to build new features and bring first-to-market opportunities to advertisers. For example, it is working with Barometer to improve transparency in brand safety by offer advertisers these first-to-market offerings:
- Providing advertisers with brand safety and suitability ratings for non-English content with Barometer. This first-of-its-kind partnership improves transparency and accountability for non-English podcasts in the US, MX, BR, and DE.
- It is currently the only publisher/podcast network with its entire back catalogue on Barometer, meaning that all Wondery podcasts have brand safety scores and contextual classifications, improving advertiser visibility.
- It is partnering with Barometer to enhance the Creator Intelligence solution by allowing podcast hosts to opt-in to share preferred identities and identity groups. By providing visibility into host identities, advertisers can proactively support a diversity of creators and align brand messaging with a diversity of hosts and audiences.
- It’s the first publisher with cross-platform (i.e., video podcast) content uploaded into Barometer for brand safety ratings of visual and audio content. This feature will flag offensive language, conversations, words within audio as well as offensive visual elements for video podcasts.
Notably, Wondery Ad Analytics will also be working with Upwave on brand lift offerings, to create a direct data integration which allows measurement of baked-in and dynamic ads without the use of a pixel or URL pre-fix, making Wondery the first podcast publisher to ever measure baked in ads this way with Upwave.
Alyson Sprague, Head of Ad Measurement at Wondery said: “These innovations support the growing need for customers to prove their impact, performance, and return on advertising dollars spent.
“Wondery is committed to improving data transparency, quality, and performance for advertisers through these first-to-market services, giving advertisers greater media planning controls, and has the potential to improve performance.
“The news of Wondery’s alliance with Barometer and first-to-market ad analytics offerings demonstrates Wondery’s commitment to serving its advertisers’ custom needs.”
Wondery Ad Analytics is available now. For more information, visit advertising.wondery.com.