Showing advertisers how their podcast advertising works is the aim of Wondery’s alliance with Veritonic. The two companies announced they will continue to collaborate, allowing Wondery to provide their advertising partners with comprehensive brand lift insights that can be used to optimize their audio campaigns, increasing both reach and ROI.
“We are thrilled to offer this benefit to our customers, and to support insights-driven decisions around media planning and audio creative,” said Alyson Sprague, Head of Ad Management at Wondery in the joint announcement.
Veritonic’s studies provide insight into audio’s contribution to achieving a client’s goals in terms of emotional resonance, awareness, favorability, intent, and recall. Equipping brands with these tools for validating their investments helps mitigate risks and enhance the performance and ROI of audio across various formats, Veritonic says, including streaming audio and podcast advertising. As a result, the demonstration of increased ROI enables platforms to further grow and expand their engagement with brands.
"Wondery shares our commitment to enabling success in audio, and we are pleased to help them provide their clients with the insights necessary to identify performance lifts, harness optimization opportunities, and ensure a resilient and substantial return on their audio investments,” said Scott Simonelli, CEO of Veritonic.
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