Rethinking Youtube Podcasts: Does video beat audio for ROI?
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Rethinking Youtube Podcasts: Does video beat audio for ROI?
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Does video beat audio for ROI?
The industry has pivoted hard to video. It offers massive scale and new discovery opportunities. But for years, we’ve operated inside a measurement "black box," forcing marketers to assume that a YouTube view is worth the same as a podcast download.
We now know that assumption is potentially costing brands millions.
In this Media Roundtable: Special Edition, Giles Martin (EVP of Strategy & Insights, Oxford Road) welcomes Pete Birsinger (CEO & Founder, Podscribe) to reveal the results of our industry-first report, “Re-Thinking YouTube: Why Your YouTube Ads Are Converting 25% Worse Than Audio.”[LINK] After analyzing over 1,000 campaigns across 100+ brands, the data has revealed a shocking performance gap.
They’re talking: The Black Box, Smart Methodology, and Lean-In Audiences. Let’s dig in.
“ The biggest unlocker of revenue is some way to measure the host-read embedded ads on YouTube.”
- Pete Birsinger (CEO & Founder, Podscribe)
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