Brand Metrics is extending brand lift measurement to digital audio, including streaming audio and podcast inventory.

The problem

Audio remains one of the least measured channels in a media plan. Without a screen to serve a survey on, advertisers have typically had to rely on modelled estimates or delivery metrics rather than genuine, survey-based evidence of brand impact.

The idea

Brand Metrics now measures brand lift for digital audio, covering streaming audio and podcast inventory. The approach uses the same single-question methodology already used across display and video, giving audio a genuine, survey-based result rather than a modelled proxy.

How it works

Exposure is captured through impression tracking in the audio ad serving chain. Since the audio stream itself has no surface to show a survey on, exposed listeners are matched on identity signals and followed up with a survey later, on a web or app surface.

The benefit

The result is real, survey-based brand lift for a channel that has long relied on proxies, measured on the same terms and reported through the same surface as display and video, so audio's brand impact can finally sit alongside every other channel in the plan.

Next step

Audio measurement is available now. Speak to your Brand Metrics representative to get it added to your account.

/Product Team
Brand Metrics