Here at Adswizz, we’ve been hard at work in expanding our high-performance Audio Advertising tools with a new attribution solution. This solution for audio empowers advertisers to accurately measure the impact of their ads and maximize the effectiveness of each campaign while it’s still in progress.
Last year, we launched a beta version of the audio attribution tracking pixel with the goal of providing our advertising partners with the ability to track, view, and enhance their campaign performance based on real-time results. We made a report of the results, available below.
Of the 600 campaigns that have used the new attribution pixel, advertisers saw a 4.0% average conversion rate of ad impressions, and of the campaigns tracking purchase related conversions, 82% were able to attribute a purchase to the audio advertising campaign. We were also able to track strong return on ad spend (ROAS) and cost per action (CPA), those results can also be found in the report.
As audio consumption has grown, it has effectively become a part of everyday life – accompanying consumers in the morning with the daily news, on their commutes, and while they exercise and cook. But during these activities, listeners do not always stop to carry out a desired action, like visiting a brand’s website to sign-up or make a purchase, even though the audio ad may have created the initial awareness. The desired action often occurs on another digital device, differing from the one where the ad was heard, at a later time. This delay and device fragmentation leaves advertisers unable to accurately connect conversions to their audio ads.
The attribution pixel now enables advertisers to see which conversions can be attributed to their audio ads. Our technology is the first solution to combine cross-device audio ad tracking and attribution reporting in the same platform. This powerful combination allows advertisers to assess the impact of their ongoing campaigns at a granular level. More notably, the solution is able to surface performance insights and automatically recommend specific campaign adjustments for mid-flight optimization strategies. It’s like having an ad navigation system that re-routes the campaign on a successful path every time it detects blockages or delays.
The attribution solution is able to track conversions such as app downloads, website visits, sign-ups, add to cart and purchase confirmations. Being able to track conversions with monetary value allows advertisers to immediately see return on ad spend (ROAS) and cost per action (CPA) performance.
Only available on AdsWizz AudioMatic, the audio and podcast planning and buying platform for advertisers; and AdsWizz AudioServe, the campaign management and trafficking solution for audio publishers. It is available today in all major global markets.
- If you are an advertiser interested in digital audio or podcast advertising, please contact us at the email address below:
- If you are a publisher interested in monetizing your content, please contact us at the email address below:
- If you are a podcaster interested in publishing, analytics, and monetization, reach us at firstname.lastname@example.org
To learn more about AdsWizz’s attribution campaign study, fill out the form below to download the 2021 AdsWizz Attribution Technology Report.