In the US, the Interactive Advertising Bureau's non-profit research, development and standard-setting consortium, the IAB Tech Lab, has released Podcast Measurement Technical Guidelines 2.1 for public comment until December 31st.
Two years ago, the IAB Tech Lab launched the Podcast Measurement Compliance Program, offering guidelines to establish a common set of ad metrics - for download, listener and ad delivery - for the format, together with a basic set of principles that any measurement system should support. Last updated in 2017, the Guidelines resulted from the Podcast Technical Working Group's efforts to provide clarity by developing a common language around measurement.
According to IAB Tech Lab, Version 2.1 offers 'significant updates'. It defines four metrics - download, listener, ad delivered, and client-confirmed ad play - creating the first step toward an improved environment where buyers and sellers can use a clearly defined common language and bring tracking closer to the standards available in other media options.
Shailley Singh, VP Product and Global Programs, comments: 'Podcast listeners are loyal and highly engaged which makes them an appealing target for marketers. However, this medium is currently under-utilized due to industry challenges around a commonly agreed-upon set of metrics. The IAB Podcast Measurement Technical Guidelines is designed to address this by creating a consistent set of podcast advertising metrics so buyers and sellers can engage in a conversation about campaign strategy with confidence'.
To review the proposed standard and provide feedback, please go to: https://iabtechlab.com/standards/podcast-measurement-guidelines .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.