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In this episode of "Make Better," hosts Amelia Coomber and Adam McNeil take us on an immersive journey into the world of pixel-based attribution for podcast advertising. As the podcast landscape evolves, understanding the nuances and capabilities of this technology becomes essential for advertisers seeking a better ROI and publisher looking to increase ad dollars.

Representing Podscribe, Amelia Coomber unravels the complexities surrounding pixel-based attribution. She articulates how, despite its imperfections, this innovative approach is revolutionizing podcast advertising by addressing longstanding challenges. Amelia provides an in-depth explanation of how pixel-based attribution tracks the listener's journey from exposure to podcast ads to making a purchase, establishing an unprecedented connection between marketing efforts and consumer behavior.

From the perspective of an advertiser, Adam McNeil shares his insights on transitioning from traditional, imprecise attribution methods such as promo codes and vanity URLs to the more insightful pixel-based attribution. Despite its imperfections, Adam emphasizes how this advancement offers an unmatched level of insight into campaign effectiveness, marking a significant stride towards more effectively measuring and optimizing ad impact.

Together, Amelia and Adam delve into the mechanics, advantages, and transformative potential of advanced measurement techniques and full-funnel, multi-touch attribution in podcast advertising. This episode is a deep dive into the operational principles of pixel-based attribution, the hurdles of its implementation, privacy implications, and its profound benefits for both advertisers and podcasters.

High-Level Takeaways:


In-Depth Look at Pixel-Based Attribution: An exploration into the mechanics of pixel-based attribution, showcasing how this technology tracks listener actions from ad exposure to purchase.


Transforming Podcast Advertising: Insight into how pixel-based attribution overcomes traditional measurement hurdles, offering a more nuanced understanding of listener behavior and the tangible outcomes of advertisement conversions.


Podscribe's Cutting-Edge Approach: An examination of Podscribe’s innovative strategies in full-funnel, pixel-based attribution. This includes the use of diverse attribution models tailored to meet the specific needs of various brands and publishers, ensuring accurate performance assessment and optimization.


Benefits Across the Board: A discussion on the profound implications of adopting pixel-based attribution for advertisers seeking campaign optimization and podcasters looking to secure and sustain sponsorships through demonstrable evidence of ad performance.


Facing the Future: A thoughtful consideration of the challenges and opportunities presented by pixel-based attribution, including privacy concerns, the technical intricacies of implementation, and the technology's potential to foster growth and attract investment in podcast advertising.


A Call to the Industry: A call to action for advertisers and podcasters alike to embrace pixel-based attribution for a deeper and more comprehensive understanding of their campaigns' impacts. This technology not only offers a pathway to optimizing advertising strategies but also heralds a new era of transparency and accountability in the digital audio space.


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Join us for an unforgettable episode of "Make Better," where hosts Amelia and Adam elevate podcast advertising to an art form with their live ad read game show. In this high-spirited challenge, they push the boundaries of creativity and quick thinking by presenting each other with random products. This episode isn't just entertainment; it's packed with lessons on the fly for anyone looking to master the craft of engaging and persuasive ad reads.

Adam and Amelia add a twist to podcast advertising by introducing a live ad-read challenge. In this high-spirited challenge, each host presents the other with a selection of random products. Each must craft and deliver an on-the-spot ad read that not only follows podcast advertising best practices but also captivates the audience. This episode peels back the curtain on the spontaneous process, showcasing the highs and lows of creating compelling content under pressure.

How the Challenge Works:
Amelia and Adam each bring a few carefully selected items to the episode, ranging from tech gadgets to wellness products, and even traditional games. Without prior preparation, they reveal these items to one another, setting the stage for an unscripted ad-read showdown. The catch? Each host must incorporate key elements of effective podcast advertising, such as engaging storytelling, clear call-to-actions, and audience relevance, all while maintaining authenticity and spontaneity.

The Heat of Competition:
As the challenge unfolds, listeners are treated to a display of wit, creativity, and sometimes, comedic stumbles. It's a raw look at how even the experts, who regularly critique and provide feedback on ads, can find themselves grappling to apply their own advice. The episode is not just a contest but a learning experience, revealing that perfecting the art of the ad read is an ongoing journey, even for professionals.

Insightful Feedback:
Following each ad read, Amelia and Adam pause for a moment of reflection, offering insights into their thought process, strategy, and the challenges they faced. This self-evaluation is complemented by feedback from guest experts in podcast advertising, who provide constructive criticism and highlight the nuances that can make or break an ad's effectiveness. This feedback loop is invaluable, shedding light on the complexities of crafting ads that resonate.

Who Will Emerge Victorious?
The episode culminates in a friendly yet competitive verdict, where the effectiveness of each ad read is judged based on creativity, adherence to advertising best practices, and audience engagement. Will Adam's strategic approach win the day, or will Amelia's creative flair steal the show? Beyond declaring a winner, the episode emphasizes the importance of continuous improvement and the courage to try, fail, and try again.

A Lesson in Humility and Expertise:
This episode of "Make Better" goes beyond entertainment, offering listeners a candid look at the challenges of live podcast advertising. It's a reminder that practicing what you preach is not always easy, but the pursuit of excellence, coupled with the willingness to learn from mistakes, is what leads to mastery. Join Amelia and Adam in this engaging episode that combines competition, education, and a healthy dose of reality, proving that in the world of podcast advertising, there's always room to grow.

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Join us on "Make Better" for an insightful journey into podcast advertising. In this episode, experts Adam, from Adopter Media, and Amelia, the marketing lead at Podscribe dissect the nuances of podcast ads. They discuss various ad read types, including host read and producer read, and explore ad insertion methods like embedded, baked-in, and dynamic ad insertion, essential for marketers in today's digital landscape.

The episode also highlights key performance indicators (KPIs) crucial for measuring podcast advertising campaign success. Adam and Amelia explain metrics like visitor and visit percentages, conversion rates, and the concept of net new reach, providing insights into audience engagement and advertising effectiveness.

This episode is a treasure trove of knowledge, whether you're a seasoned marketer or just starting, offering deep insights into podcast advertising execution and understanding.

KPIs, Terms, and Metrics Discussed (summarized)

Host Read Ad: Advertisement read by the podcast host, leveraging their influence and connection with the audience.

Producer Read Ad: Ad read by someone involved in production, offering a distinct voice from the content creators.

Produced Read Ad: Pre-produced ad by the brand, often with music and professional voice-over.

Embedded Ad: Ad tied to a specific episode, can be dynamically altered or removed later.

Baked-In Ad: Permanently integrated ad, difficult to edit or remove after uploading.

Dynamic Ad Insertion (DAI): Technology for dynamically inserting ads into episodes, targeting specific audiences or time frames.

Impression-Based Ads: Buying a set number of impressions or listens, irrespective of episode count.

Episodic Ads: Ads tied to specific episodes.

Programmatic Ads: Automated, data-driven ads bought using server-side technology.

Visitors: Unique individuals visiting a website after hearing an ad.

Visits: Total number of website visits.

Visitor Conversion Percentage: Percentage of visitors performing a desired action (e.g., making a purchase) after visiting from an ad.

Conversion Rate: Percentage of listeners taking a desired action post-ad, against total impressions or listeners.

Net New Reach: Percentage of audience hearing an advertiser’s message for the first time.

CPA (Cost Per Acquisition): Cost of acquiring one customer.

CAC (Customer Acquisition Cost): Cost associated with convincing a customer to purchase.

ROAS (Return On Ad Spend): Effectiveness of an advertising campaign, measuring revenue against ad cost.

CPM (Cost Per Thousand Impressions): Cost of an ad per 1,000 impressions.

Simulcast: Broadcasting content simultaneously in different forms (audio and video).

Make Good: Publisher’s obligation to rectify ad delivery mistakes.

Added Value: Extra advertising provided to a client, not contractually obligated.

Bonus Ad: Additional ad slot in a pre-negotiated deal.


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In this new exciting episode of Make Better, brought to you by Podscribe, Co-hosts Adam McNeil (ADOPTER Media) and Amelia Coomber (Podscribe) venture into the heart of podcast advertising success from the vantage point of a publisher, guided by the seasoned insights of special guests, Liv Kiely and Jalen Hutchinson from The Athletic! As key figures behind one of the most influential sports journalism and podcasting networks, they unveil the strategies and stories that have propelled The Athletic to the forefront of the podcast industry.

This episode peels back the layers on how to craft advertisements that captivate, transform skilled writers into podcast personalities, and harness audience data to fuel remarkable growth. A deep dive into the art and science of podcast monetization and audience expansion from a publisher's perspective. Liv and Jalen recount their transition from the world of traditional media to spearheading The Athletic's innovative podcast network, shedding light on the nuances of creating content that resonates and securing advertisements that engage.

Listeners will gain a front-row seat to The Athletic's methodical approach in curating a diverse range of podcasts and ad reads. From specialized shows that cater to hardcore fans of individual NFL teams to expansive broadcasts that cover the sports spectrum, Liv and Jalen detail the process of turning expert writers into podcast hosts and ad-read specialists, revealing how authenticity and in-depth analysis foster a unique listener connection.

For publishers navigating the complexities of matching content with the ideal advertisers or seeking to leverage distinctive audience demographics, this episode is packed with firsthand experiences and actionable strategies for success.

In-Depth Ad Read Critiques and Recommendations:
A highlight of the episode is the analytical review of ad reads from various brands, offering publisher-centric critiques and enhancements:


Cuts Clothing: The feedback highlighted the need for deeper storytelling and a stronger emphasis on the product's distinctive features to enhance listener connection and brand affinity.


ButcherBox: The critique focused on tailoring the message more closely to the interests of sports fans to create a more meaningful connection with The Athletic's audience.


Chime: The review commended the ad for its innovative approach and clarity but underscored the challenges of advertising financial services in a podcast format, recommending a balance between creative engagement and compliance with financial advertising regulations.


Episode Highlights:

Explore The Athletic's transformative journey from traditional media to a leading voice in podcast publishing, packed with lessons on adaptation and growth.

Decode the publisher's perspective on monetization, including how to navigate advertiser partnerships and content alignment for mutual benefit.

Discover how The Athletic converts knowledgeable sports writers into engaging podcast hosts, enhancing the genre with unparalleled expertise and storytelling.

Uncover strategies from a publisher's lens for captivating a broad audience, optimizing advertising reach and effectiveness.

Peek into the future of sports podcasting with strategic advice from Liv and Jalen, tailored for publishers looking to refine their platforms.


This episode is a must-listen for publishers, networks, and content creators alike, offering a comprehensive guide to mastering the podcasting landscape through the experienced eyes of The Athletic's leading minds. Whether you're in the early stages of podcast development or aiming to scale your reach, this episode equips you with the insights to advance your podcasting endeavors."

Welcome to Episode 14 of Make Better brought to you by Podscribe! In this episode, we're joined by special guest host Lindsay Smith the VP, of Audio Insights and Creative at Ad Results Media (ARM) a leading agency in creator-based audio and video advertising. This episode offers a deep dive into the fascinating world of podcast advertising, led by our engaging hosts, Adam McNeil (ADOPTER Media) and Amelia Coomber (Podscribe), along with our expert guest Lindsay.

In this insightful episode the conversation takes a deep dive into the evolution of podcast advertising. Lindsay outlines ARM's strategic shift over the years, highlighting the creation and growth of their creative department. She emphasizes the importance of content-forward advertising, discussing how ARM crafts ads that resonate deeply with listeners by prioritizing engaging content that complements the podcast's narrative.

Discover how podcast ads are transforming, moving beyond traditional formats to create more engaging and content-integrated experiences. From discussing the impact of AI in ad creation to analyzing actual podcast ads for effectiveness, this episode is a treasure trove for anyone interested in the future of audio advertising.

Lindsay touches upon the role of AI in advertising, particularly in the realm of translations to reach a broader audience. However, she stresses the irreplaceable value of human creativity and experience in creating authentic and relatable ad content, suggesting that while AI has its place, it cannot fully replicate the human touch required in storytelling and ad creation.

The episode provides a detailed examination of three specific ads from Beam CBD, Babbel, and CBD Distillery. We dissect each ad, discussing their strengths and areas for improvement, ranging from concise, impactful messages to longer narratives that, while they could use some fine-tuning, really hit the mark and go above and beyond when it comes to authentic endorsements and personalized storytelling.

Adam, Amelia, and Lindsay share their expert perspectives, offering a blend of critical analysis and practical advice for anyone looking to enhance their approach to podcast advertising. This episode is a treasure trove of tips and strategies, whether you're new to the world of advertising or looking to refine your existing skills.
Tune in to uncover the secrets of creating successful podcast ads that resonate with audiences. This episode is a must-listen for anyone eager to learn how to craft advertisements that stand out and make a lasting impact.

Show Notes:


Introduction to Lindsay Smith:

Background in her experience podcasting with "On the Mic."

Role at Ad Results Media focusing on audio-based advertising.


Evolution of Podcast Advertising:


ARM's creative strategy and building of the creative department.

Focus on content-forward advertising and audience engagement.


In-Depth Ad Analysis:

Review of ads from Beam CBD, Babbel, and CBD Distillery


Critique on ad length, content, and host engagement.

Discussion on incorporating storytelling and interactive elements in ads.


Role of AI in Advertising:

Utilization of AI for translations in expanding market reach.

Emphasis on human creativity and experience in ad creation still very much needed.


Strategies for Successful Podcast Ads:

Importance of authenticity and host connection with the brand.

Experimenting with format, such as linking pre-rolls and mid-rolls for cohesive storytelling.


Insights on Audience Engagement:

How different ad placements affect listener behavior.

The trend towards more integrated and content-driven ads.


Concluding Thoughts:

Lindsay’s perspective on future trends in podcast advertising.

Emphasis on trusting podcast hosts to deliver ads that resonate with their audience.


Next Steps:

Exploring new approaches to podcast advertising.

Invitation for listener feedback and suggestions for future topics.


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Join us in this insightful episode of "Make Better" as we delve into the art and science of podcast advertising. Our special guest, Giancarlo from Crooked Media, brings a unique perspective from the network and publisher side, adding valuable insights into the creation and selling of podcast ads, while co-hosts Adam from ADOPTER Media and Amelia from Podscribe offer views from the advertiser and buyer sides. Listen as we critically analyze ads from Poise and Impossible Foods, discussing the creative choices, effectiveness, and strategies these brands employ to resonate with audiences. Our discussion touches on the significance of catchy phrases like "Make Meat History," the impact of integrating personalized stories and anecdotes into ad reads, and the importance of a clear call to action. Whether you’re an advertising professional, podcast creator, or an intrigued listener, this episode is a treasure trove of information on podcast advertising dynamics.
Show Notes & Summary
Introduction and Background of Guests
- Overview of Giancarlo’s experience in the network and publisher side.
- Backgrounds of Adam and Amelia in the advertiser and buyer sectors of podcasting.
Analysis of Creative Choices in Ads
- Examination of the use of catchy phrases like "Make Meat History" and their ability to stick with listeners.
- Discussion on the integration of personalized stories and anecdotes into ad reads.
Importance of Clear Call to Action
- The necessity for ads to have a clear and compelling call to action, and the potential impact on the ad’s effectiveness when it's missing.
- Exploration of how a lack of call to action can lead to lost opportunities for brands.
Strategic Timing of Ad Campaigns
- Discussion on the timing of launching ad campaigns, specifically focusing on aligning campaigns with seasons or events.
- Exploration of the potential missed opportunities when campaigns are not timed effectively.
Role of Personalization and Authenticity
- The impact of authenticity and personal anecdotes in creating a deeper connection with listeners.
- Examination of how personalization can transform an ad from standard content to something more compelling and relatable.

Best Practices / Takeaways:
Catchy Phrases Enhance Recall:
- Brands can create catchy and memorable phrases, such as "Make Meat History," to enhance recall and brand association among listeners.
Personalization Resonates:
- Integrating personalized stories and anecdotes makes ads more relatable and creates a deeper connection with the audience.
Clear Call to Action is Crucial:
- Ads should have a clear and compelling call to action to guide the listener on what to do next, enhancing the ad's effectiveness.
Strategic Timing Matters:
- Aligning ad campaigns with relevant seasons or events is crucial. Incorrect timing can lead to missed opportunities and reduced impact.
Authenticity Builds Trust:
- Ads that feel genuine and less scripted build trust with the audience. A touch of authenticity makes the content more engaging and credible.
Content Focus Enhances Engagement:
- Making ads content-focused ensures listeners do not want to miss them, as it still features their beloved hosts discussing something authentically.
Diversity in Ad Reads:
- Having diverse ad reads with varying tones and energy levels can cater to a wider range of audience preferences, enhancing overall engagement.
Simulcast Ads:
- Simulcast ads that can work both in audio and visual formats can be highly impactful and offer a richer, more engaging experience to the audience.
Real-world Endorsements:
- Actual experiences and endorsements with the product discussed in the ad add a layer of reliability and trustworthiness to the ad content.