Overview

Scott Davis from NPR led a panel discussion on media planning, media buying, research, and measurement in a multi-platform audio world. Stephanie Bauer from Horizon Media highlighted the exponential growth of podcasting and the development of a dedicated podcast team to drive media strategy. Jess Robine from Veritone One emphasized the importance of data in optimizing campaigns and leveraging cross-channel reach. Amanda DiMarco from Veritonic discussed the evolution of their measurement capabilities, focusing on the importance of data-driven insights for audio creative.

The panelists agreed on the significance of multi-platform approaches and the need for continuous testing and learning to maximize the impact of audio advertising.

Core Concepts

Data-Driven Media Planning

Data is the foundation of effective media planning and buying in a multi-platform audio world.

Key Points:

• Media planning should always start with data to ensure campaigns are pre-optimized.

• Billions of dollars worth of transaction data can be leveraged to understand performance across different channels.

• Data helps in identifying high-performing creators and channels, which can then be targeted for maximum impact.

Examples:

• Veritone One uses first-party and third-party data to surface performance insights and optimize campaigns.

• Horizon Media's intersect model allows for cross-channel attribution, helping to understand each channel's contribution to an advertiser's KPI.

Quotes:

It really all starts with the data. We have tremendous amounts of data at our fingertips. - Jess Robine

It's always very data-driven and a collaboration between investment and brand solutions. - Stephanie Bauer

Cross-Channel Synergy

Utilizing multiple audio platforms can significantly enhance the reach and effectiveness of advertising campaigns.

Key Points:

• Combining different audio platforms like podcasts, streaming, and radio can create a cohesive story and optimize overall campaign performance.

• Multi-platform publishers offer opportunities for scale and learning across channels.

• Synergizing between channels helps in managing reach and frequency, ensuring a positive listener experience.

Examples:

• NPR's multiple touchpoints, including podcasts and terrestrial radio, provide a comprehensive reach.

• A dairy CPG brand saw double-digit lifts when targeting super listeners who engaged with both podcasts and public radio.

Quotes:

We love multi-platform partners like NPR because it really is an opportunity for scale. - Stephanie Bauer

It's all about the clients and what they're coming in to talk to us about. - Jess Robine

Creative and Measurement Integration

Integrating creative insights with performance measurement is crucial for effective audio advertising.

Key Points:

• Creative decisions should be data-driven to ensure messaging resonates with the target audience.

• Measuring the effectiveness of creative elements helps in refining and optimizing campaigns.

• Full-funnel optimization, from brand lift to lower funnel metrics, provides a comprehensive view of campaign performance.

Examples:

• Veritonic's platform allows brands to measure the effectiveness of their creative and optimize it for better performance.

• A financial brand used creative insights to refine their messaging, resulting in significant lifts in awareness and intent.

Quotes:

Veritonic was birthed out of a need to bring insights and data to creative to help brands, agencies, platforms come together with a perspective that they can grow and evolve from. - Amanda DiMarco

Relevancy and trust are what we see correlate the greatest to not just memorability and recall, but intent. - Amanda DiMarco

Conclusion

The discussion highlighted the importance of data-driven media planning, cross-channel synergy, and the integration of creative insights with performance measurement in the multi-platform audio world. By leveraging data, advertisers can pre-optimize their campaigns and target the right channels and creators for maximum impact. Utilizing multiple audio platforms can significantly enhance reach and effectiveness, creating a cohesive story and optimizing overall campaign performance. Integrating creative insights with performance measurement helps in refining messaging and targeting, ultimately driving better results. The relevance of the message and the trustworthiness of the platform are critical factors in driving consumer action. Consistent and relevant messaging across multiple touchpoints can significantly enhance the impact of audio advertising.

Food for Thought

• How can advertisers further leverage data to enhance the effectiveness of their multi-platform audio campaigns?

• What are the potential challenges in maintaining a cohesive story across multiple audio platforms, and how can they be addressed?

• How can brands ensure that their messaging remains relevant and trustworthy to their target audience in a constantly changing media landscape?

Reference Tools, Platforms, and Resources

1. Veritone One: Media and analytics services for multi-platform audio campaigns.

2. Horizon Media: Full-service agency specializing in cross-channel media strategy.

3. Veritonic: Platform for measuring the effectiveness of audio creative and optimizing campaigns.