Read "Solving Audio Ad Attribution: The Bonfire of the Vanity URLS" by Oxford Road to Learn More
LOS ANGELES, April 12, 2023 /PRNewswire-PRWeb/ -- Oxford Road, the leading independent audio advertising agency, today announced the release of "Solving Audio Ad Attribution: The Bonfire of the Vanity URLs," an in-depth exploration of what works and what doesn't when advertising on audio channels. The title of the study alludes to the fact that while most experienced advertisers understand tactics like sharing a special website URL on an episode in order to drive traffic don't work well, many are still underutilizing better approaches.
Executive Summary
- According to the report, some advertisers think that audio advertising performance is difficult to track, but it's not, particularly when the advertised products or services are purchasable or can capture leads online.
- Vanity URLs typically don't yield enough attribution data to be reliable.
- Using a new two-tiered new customer survey with predictive text increases attribution insight by more than 700%.
- Bambee, an HR-Tech SaaS business, is the first brand to use this new survey method—to great effect.
- In an era when digital tracking has come under increasing pressure from governments around the world, this new survey method yields attribution insight without relying on ad tech or third parties.
Part I of "Solving Audio Ad Attribution" exposes readers to clear illustrations of what doesn't work when advertising on audio. Part II of the report then provides prescriptive information about what has proven to work – zoning in on the two-tiered customer surveys to increase attribution visibility. It also points out that the method for audio attribution can be applied across all audio channels – including podcasts, streaming audio, terrestrial and satellite radio – as well as forms of TV, streaming video and print. As stated in the report, when applied, the survey approach has increased visibility into what shows are working for Oxford Road's clients by over 700%.
The report wraps up with a highly instructive case study that details how a top audio advertiser, Bambee, and Oxford Road collaborated to apply the survey method to supercharge the brand's performance. In Bambee's case, the Business to Business (B2B) Software as a Service (SaaS) company gained a trove of new audience and campaign insights and drove far better outcomes.
Founder and CEO of Bambee, Allan Jones, said "...the biggest win was that just about half of the people who told us they heard us on radio, podcast, or a different audio channel told us on what show they heard our ad. We went from having something like a 1% attribution rate (where we had to extrapolate out to 100% to make predictions about what shows were working) to working with half of the population telling us where they heard about us. That's a big win across the board and a game changer for how Bambee tracks show-level performance within our audio plan."
"While it's long been clear that attribution has been the Achilles' heel of audio advertising, we were still blown away by the findings from our work with Bambee. The brand yielded much larger data sets with extremely low friction from a technical implementation and cost standpoint. Most brands can easily access and apply these learnings," said Oxford Road Founder and CEO Dan Granger.
To download Oxford Road's complete report, "Solving Audio Ad Attribution: The Bonfire of the Vanity URLs," please visit: https://oxfordroad.com/solving-audio-ad-attribution.
About Oxford Road:
As the leading independent audio advertising agency, Oxford Road helps brands harness the power of audio advertising to achieve best-in-market performance at the maximum viable scale. Oxford Road leverages its proprietary data solutions, such as the Audiolytics™ Ad Scoring platform, algorithmic media influence scoring, and the development of brand safety and suitability solutions, to help its clients profitably reach millions of people each day through podcasts, radio, streaming, and smart speakers. Oxford Road clients include Fortune 500 brand advertisers and direct-to-consumer brands; the company has helped over a dozen of the latter to evolve from startups into global brand leaders valued over $1 Billion. http://www.oxfordroad.com
Media Contact
Rebecca Nowacek, Purpose Worldwide for Oxford Road, 1 2105892756, [email protected]
SOURCE Oxford Road
Share this article