At Marketecture Live, Peter Birsinger, Founder & CEO, Podscribe, with Matthew Drengler, Head of Partnerships, Podscribe, breaks down the current state of audio measurement and what the data really shows about podcast and streaming performance. From conversion benchmarks to ad formats and incrementality, this session reveals how brands can measure, optimize, and scale audio advertising like any other digital channel. Takeaways

Audio is fully measurable today with real-time dashboards, attribution, and incrementality
Podcast ads often outperform streaming audio in conversion efficiency
Host-read ads deliver stronger performance and lower acquisition costs
Buying individual shows drives better engagement, but programmatic can balance cost
Earlier ad placement in episodes leads to higher conversion rates
Longer ads tend to perform better due to storytelling and host trust
Frequency caps are critical to avoid diminishing returns
Incrementality is key to understanding true performance beyond attribution

Chapters 00:00 Introduction to audio measurement and Podscribe 01:03 Audio is now a fully measurable digital channel 04:12 Podcast industry growth and market opportunity 06:19 Benchmark data on conversion rates and performance 08:14 Why host-read ads perform best 09:20 Single show vs. programmatic buying strategies 11:13 Best ad placement within podcast episodes 12:46 Why longer ads drive better results 15:04 Frequency caps and diminishing returns 17:10 Attribution vs. incrementality explained 20:25 Audience reach and overlap in audio channels

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The State of Audio Measurement & What The Data Reveals