Signal Hill Insights has unveiled a Video Podcast Brand Lift research solution as YouTube continues to assert itself as the podcast consumption platform of choice.
The audio research company is billing the solution as the first research tool to demonstrate video podcasts’ return on investment in upper- and mid-funnel measures, such as brand awareness, favorability and purchase intent.
“We’ve been charting the rise of video podcasts on YouTube for the last six years and could see they would become an irresistible opportunity for brands to further leverage the medium,” said Signal Hill Insights President Paul Riismandel, in an announcement.
The solution can be used to measure traditional pre-, mid- and post-roll ads, along with longer custom segments, branded episodes, share-of-voice integrations, and branded video podcasts. The company says early results show that lifts in upper-funnel brand metrics for video podcast ad campaigns have exceeded its benchmarks for audio.
“Now that a tipping point of YouTube consumption has been reached, performance assessment is a potential stumbling block to growth,” Riismandel added. “These new embedded integrations can’t be measured with existing podcast ad effectiveness tools nor by Google Ads’ brand lift tool.”
YouTube passed both Apple Podcasts and Spotify as the platform most-used by podcast consumers in 2023. YouTube announced in February that 1 billion people worldwide are now consuming podcasts on their platform every month.
