Leading audio-focused research firm Signal Hill Insights announces its Video Podcast Brand Lift research solution to help advertisers measure the unique impact of their integrations with video podcasts on YouTube. Building on Signal Hill’s experience measuring video integrations for major brands in travel, telecommunications, automotive and other categories, Video Podcast Brand Lift is the first research tool to demonstrate video podcasts’ return on investment in upper- and mid-funnel measures, such as awareness, favorability and purchase intent. For podcasters and publishers Video Podcast Brand Lift offers the opportunity to demonstrate and deeply understand how their content and talent perform for brands, along with insights to fuel optimizations.
“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. Signal Hill Insights marries its market-leading experience in video podcast research with a proven track record in harnessing the full power of brand lift research for all podcast advertising products. Signal Hill’s Video Podcast Brand Lift solution can be used to measure traditional pre-, mid- and post-roll ads, along with longer custom segments, branded episodes, 100% share-of-voice integrations, and fully branded video podcasts.
Advertisers can include a campaign’s audio and social video placements alongside video podcasts in a single study in order to compare each channel’s impact. Early results show that lifts in upper-funnel brand metrics for every video podcast ad campaign measured have exceeded Signal Hill’s benchmarks for audio. Episodes of a branded video podcast series exceeded benchmarks for brand consideration and halo effect.
“Now that a tipping point of YouTube consumption has been reached, performance assessment is a potential stumbling block to growth,” Riismandel said. “These new embedded integrations can’t be measured with existing podcast ad effectiveness tools nor by Google Ads’ brand lift tool. But, by using Signal Hill’s Video Podcast Brand Lift advertisers can zero in on the format’s dividends, tracking the ROI of their investment.”
In 2019, Signal Hill Insights was the first market research company to identify YouTube’s growing share of podcast platform preference in both the Canadian Podcast Listener and the Cumulus Media / Signal Hill Podcast Download studies. By 2023, YouTube passed both Apple Podcasts and Spotify as the platform most used by podcast consumers. Then, in February of this year YouTube declared a key benchmark in this trend, announcing that 1 billion people worldwide are consuming podcasts on their platform every month.
For more information on the solution contact paul@signalhillinsights.com or visit signalhillinsights.com/connect.
About Signal Hill Insights
Signal Hill Insights is an audio research firm with a core focus on brand lift studies for podcasts, streaming audio and radio, and survey-driven audience insights. Signal Hill partners with broadcasters, publishers and advertisers on custom research solutions for audio, including industry leaders like Acast, AdLarge, ART19, Cumulus/Westwood One, Gumball, iHeartMedia, Pacific Content, Soundrise, SiriusXM, and Triton Digital.
For more information contact:
Paul Riismandel, President
paul@signalhillinsights.com
signalhillinsights.com
Carolyn Bergshoeff, Marketing Director
carolyn@signalhillinsights.com
signalhillinsights.com
