Transform Advertising Success with Podchaser's Performance+ Innovation

The podcast industry's intelligence engine, Podchaser, today announced the addition of Performance+ to its Collections+ feature. An industry first, Performance+ can help advertisers find the best podcasts for performance and direct response campaigns.

Podchaser analyses podcasting behaviours and characteristics in greater detail than ever before using proprietary data modelling. These characteristics are then applied to find and suggest podcasts that will best meet the specific performance marketing goals of advertisers.

According to Bradley Davis, CEO of Podchaser, "Performance+ is a recommendation engine for direct response clients in podcast advertising." Campaign reach is not always the same as campaign conversions. Performance+ uses proprietary modelling to create podcast profiles based on metrics such as back catalogue listening, streaming versus downloading activity, and release schedules. This identifies programmes that are best suited to connect with individual listeners, which is a fundamental need for direct response customers, as we all know.

Dynamic ad insertion in podcasting provides a level of detailed data that is essential to the development of Performance+. Through the analysis of data provided by dynamically inserted host-reads, as opposed to the traditional practise of the host "baking" the content into the episode, Podchaser gives advertisers the data-driven assurance they require to choose shows wisely for upcoming performance campaigns. Ultimately, stronger performance results from this data-backed confidence rather than merely securing ad slots based on various buying models.

Performance+'s special capacity to facilitate more intelligent decision-making for improved campaign performance solidifies Podchaser's position as the intelligence engine for podcast advertising. Marketers can connect with new listeners and turn them into customers by utilising Podchaser's unmatched data and insights. By pairing more of the appropriate shows with the appropriate advertiser verticals, Performance+ also enables podcast marketplaces to more profitably monetize their entire networks of podcasts.

Acast, which is already utilising the capability in its own Acast-brand podcast advertising campaigns with encouraging early returns, is incubating and testing Performance+. Collections+ as a whole has generated one billion impressions since launch.

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