The days of audio media being left out of the attribution conversation while other media took credit for the sales they made are slowly fading. Audio research and analytics platform Veritonic is planting another attribution flag for audio services, announcing today that it has launched a product that will help brands track and measure the performance of audio ads on any app, hosting platform or listening device.
“As advertising dollars are increasingly invested in audio, brands need the assurance that only Veritonic’s end-to-end measurement and analytics can provide,” CEO Scott Simonelli said in the announcement. “Attribution is the perfect complement to our audio research and measurement solutions platform, providing data-driven advertisers, brands and agencies with the tools and insights they need to optimize their campaigns for a better return on investment,” he said.
Attribution is now part of Veritonic’s suite of campaign performance tools, which also includes its brand enhancement metrics. The company says the combination of these two data points will provide marketers with “full-funnel” campaign performance data that will not only track exposure to an ad and purchase intent, but also the number of listeners who actually took action – including buying their product or visiting the brand’s website. Brands will also be able to determine which publisher and which specific ads had the most impact, then use that data to optimize ad performance.
Chris Bowlby, head of brand partnerships at AdvertiseCast, says Veritonic’s attribution solution will be especially useful for podcast advertisers to help them better understand and optimize the performance of their campaign investments.
“Advertisers are looking for greater granularity in tracking performance results and Veritonic’s independence and trusted position in audio research and measurement is well positioned to help grow the audio advertising industry and podcast,” Bowlby said.