"In podcasting, knowing how your audience stacks up against the competition has always been a bit of a guessing game. And BBC Studios, the content production arm of the British public broadcasting corporation, was tired of guessing. Around two years ago, BBC Studios started working with digital audio monetization and measurement platform Triton Digital, and benchmarking was at the top of its wish list. Triton made good on that request on Thursday with the addition of benchmarking features to its Podcast Metrics publisher analytics dashboard."
"Previously, benchmarking was mostly based on conjecture, said Helen Pendlebury, commercial and business development director for audio at BBC Studios. "It gave us a general sense of where we stood, but nothing truly comparable or consistent," she said. "Now, that's changed completely." Before it was able to benchmark, Pendlebury's team had a lot of basic questions it couldn't answer: How were BBC podcasts performing in the broader US market? Which genres were overperforming compared to the competition? And which were underperforming?"
BBC Studios partnered with Triton Digital to add benchmarking features to the Podcast Metrics analytics dashboard. The tool enables publishers to compare audience sizes across podcasts by genre, geographic region, and at the episode level. The benchmarking feature excludes ad performance data but supplies broader market context to identify overperforming and underperforming genres and regions. Episode-level drill-downs and regional benchmarks help sales teams sharpen advertiser pitches and pursue more programmatic demand. Prior audience comparisons relied on conjecture and first-party data limitations, reducing actionable market insight until benchmarking became available.
Read at AdExchanger
Unable to calculate read time
Collection
[
|
...
]