How does the incremental lift study work?
Incremental lift provides insight into how an ad performs against a control group customized to the advertiser’s campaign.
This is especially useful for brands that advertise across a wide variety of media. Our pixel-based attribution will pick up conversions attributed to podcast listeners, but without incremental lift, one can’t determine whether being exposed to a podcast ad campaign actually influenced a response. Incremental lift allows advertisers to precisely isolate the effect of a podcast campaign.
- We take an ad exposed audience from a 30+ day window with at least 1 million impressions.
- We take a control group during that same 30+ day window of podcast downloaders who are in the same geo and downloaded podcasts on the same day, but did not overlap with your ad exposed group.
- We compare and contrast the response rate and conversion rates of the two groups at both an overall level and per-show level.
- This gives you better insight into how your podcast advertising campaign impacted listener behavior, compared against listeners who never heard your podcast ad—which in turn creates a window into how podcast advertising contributes among the other marketing you're doing on other channels.