How Podscale® Drove +$3.8M Incremental Revenue for DTC Brands with Podscribe Incrementality
Podscale: Results Driven Podcast Advertising
In the ever-evolving landscape of digital media, Podscale® has emerged as a frontrunner, transforming podcast advertising into a powerful direct-response channel. Specializing in performance-driven solutions, Podscale® focuses on driving sales rather than just garnering impressions.
Their comprehensive approach, which includes meticulous campaign planning, execution, and optimization, ensures measurable results for their clients. A critical component of their success is their partnership with Podscribe, which has revolutionized the way they measure and optimize podcast advertising campaigns.
The Challenge
Large brands often grapple with understanding the net new impact of podcast ads on their top-line revenue and new customer acquisition. This challenge is compounded when these brands are also heavily investing in other advertising channels, making it difficult to isolate the effect of podcast advertising.
Before Podscale’s collaboration with Podscribe, there were no reliable incrementality solutions available for podcast advertising. Brands struggled to measure the incremental conversion lift driven by these ads, making it challenging to justify investment in the channel.
“For large brands, understanding the true, net new impact of podcast ads has always been challenging”
The Solution
Podscribe Incrementality & Conversion Lift Testing
Podscale’s partnership with Podscribe introduced game-changing measurement capabilities. By leveraging pixel-based attribution and incrementality testing, Podscale® was able to quantify the direct impact podcast ads had on driving new customers. This innovative approach allowed them to track full-funnel conversions, providing a clear picture of how podcast ads contributed to their client’s overall marketing efforts.
What sets Podscribe apart is its always-on incrementality model. Unlike traditional incrementality testing, which is often expensive and limited to one-off tests, Podscribe’s solution allowed Podscale® to measure incrementality continuously and in real-time—whether at the channel level or for specific shows and campaigns. This always-on approach provided instant answers without the need for support tickets or costly tests, making it possible for Podscale® to evaluate podcast performance whenever needed.
Without both pixel-based attribution and incrementality, it would not have been impossible to measure the true incremental lift podcast advertising drove on new customer acquisition. Podscribe allowed Podscale® to gain show-level insights for optimization, assess the performance of simulcast shows and campaigns, and obtain real-time insights into the overall health of the podcast channel and program. This granular level of data changed the game for Podscale®, enabling them to make informed decisions and optimize their strategies effectively.
The Results
Podscale’s approach to podcast advertising delivered some remarkable results, especially for leading direct-to-consumer (DTC) brands.
With Podscribe’s incrementality, Podscale® was able to measure the true impact of these campaigns—going beyond just counting conversions.
What Podscribe found was that 58% of all conversions driven by podcast ads were incremental. This means that 58% of the customers who made a purchase after hearing the ads would not have bought otherwise, highlighting just how powerful podcast advertising can be in reaching and converting net new customers.
Additionally, brands working with Podscale® saw up to a 2.56x incremental return on ad spend (ROAS). In other words, for every dollar spent on podcast ads, brands saw over two and a half times the return from customers who were unlikely to have made a purchase without the ads.
In terms of top-line revenue growth, the impact was clear: some brands brought in as much as $3.9 million in incremental revenue—revenue directly tied to podcast ads. This showed the substantial value podcast advertising can deliver when it’s measured and optimized for incremental growth, specifically helping brands capture sales that would have otherwise been missed.
Incrementality Results
Up to 58% of podcast conversions were incremental
Brands saw up to a 2.56x Incremental ROAS
Podcast Ads drove +$3.9m in Incremental Revenue
Podscribe not only enhanced the efficiency of their campaigns but also ensured Podscale’s clients achieved the maximum return on investment from their podcast advertising efforts, solidifying the value of podcast ads as a critical part of their overall marketing strategy.
About Podscale®
Podscale® is a leading digital media agency specializing in global performance-driven podcast advertising solutions. They've made podcast advertising an efficient direct response channel for some of the most innovative brands in the world. Podscale isn’t looking to get you impressions, they are looking to get you sales! Their approach includes campaign planning, execution, and optimization, ensuring effective delivery and measurable results to their clients. Podscale® develops custom attribution models for each client and has partnered with Podscribe to offer innovative pixel-based attribution and incrementality testing for podcast ads.
