IAB UK

IAB UK Podcast | How Can We Get Better at Measuring Outcomes for Audio?

The IAB UK podcast episode tackles the growing demand for robust outcome measurement in audio advertising, questioning the industry’s reliance on digital‑centric metrics such as clicks and conversions. Hosts James Chandler, Sarah Gale and Dan Innes‑Taylor argue that linear audio lacks a direct return path, forcing marketers to rethink how success is defined across the full funnel. They outline a multi‑touch measurement framework that combines econometrics, marketing‑mix modeling, and a wealth of first‑, second‑ and third‑party data. Global’s new "IQ Outcomes" platform aggregates brand‑index scores, website‑visit proxies, and spend‑mapper data, applying MMM‑style regression to attribute impact to linear audio at scale. The approach is faster and more cost‑effective than traditional client‑specific MMM studies. Dan cites having measured over 200 audio campaigns, leveraging AI‑trained models to classify creative elements—famous voices, humor, music—and to automate labor‑intensive tasks. The accompanying creative‑optimization tool then maps those features to specific funnel objectives, allowing brands to fine‑tune messaging for awareness, perception or direct response outcomes. The discussion signals a shift: advertisers can now justify audio spend with quantifiable business outcomes, align creative strategy with ROI goals, and avoid defaulting to digital‑only channels under CFO scrutiny. As measurement tools mature, audio is poised to reclaim its strategic role in omni‑channel plans.