New Podcast Survey Reveals Lift Rates are up to 30X Higher - MarTech Series | The MarTech Alert | Scoop.it
Leading data science company Claritas has released a new report entitled “Podcast Campaign Lift: A Guide to Accurately Analyzing Campaign Conversion Rates.” The report provides new insight into the return on investment (ROI) provided by podcast campaigns. It also shares how marketers can more accurately measure ROI on any marketing campaign.

Claritas set out to answer the question: “How well are podcast campaigns actually contributing to incremental engagements and/or conversions?”

To answer this question, Claritas analyzed 834 million podcast impressions that spanned across 158 campaigns over 36 months and multiple industries. The results were compelling: Lift rates in many key industries – including automotive, insurance, consumer goods, telecommunications and retail – ranged from 23.5% to 79%. That’s up to 30 times higher than the average lift rates for non-podcast channels such as digital display, print and linear TV, which average around 2.6%.