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IAB endorses US Podcast Ad Metrics Guidelines with aim to standardise audience figures

The IAB Australia’s Audio Council has given its backing to a set of guidelines from the US on measuring advertising on podcasts.

IAB

As Mumbrella reported in September the IAB in the US released a series of guidelines to standardise measurement for buyers for on-demand ads in podcasts listened to online and offline.

It follows on from research gathered by the Audio Council that shows almost 40% of agencies have experimented with podcast advertising, with 30% intending to within the next year.

The need for new industry standards and guidelines comes as podcasting has shown growth in usage and commercialisation over the past 12 to 18 months.

Vijay Solanki, IAB CEO, said: “Podcasting isn’t just a global phenomenon, it’s an Australian one, with a growing number of podcasters and millions of downloads a month. Whether it’s the ABC, Hamish and Andy, Em Rusciano or Story Club, there is vast range of talent beyond Serial and This American Life.

“Currently, data and analytics is in its infancy, but companies like Omny and others are helping to change that, and the growth of audio programmatic will make it easier to drive commercial value from podcasts. As this commercialisation expands the IAB will be doing more around developing best practices for audience measurement and ad metrics.”

The metrics will provide equality for podcast guidelines bringing it closer to data interpretation standards of other mediums.

Rick Gleave, IAB Audio Council chair and director of business development for Pandora ANZ, said: “Having spent some time reviewing these guidelines and consulting with industry stakeholders, the Audio Council feels the work carried out by the IAB in the US is also applicable and valuable to the local market.”

The IAB Podcast Ad Metrics Guidelines can be downloaded at www.iabaustralia.com.au.

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