As a podcaster, you’ve probably heard of IAB podcast statistics, but what are they really, and why should they be important to you?<\/p>\n
IAB stands for Interactive Advertising Bureau<\/a>, and they provide the industry standard in podcast stats measurement. IAB stats are what advertisers look for when selecting podcasts to buy, making their decisions based on the strength of these trusted numbers.<\/p>\n In addition, they help you to understand the health of your show in comparison to others and aid in targeting where you should focus your marketing activities.<\/p>\n It’s true. For years, podcasters have struggled to truly understand and assess what constitutes a download of their show. Directories, podcast hosts, and third-party stats all had their way of measuring just how many people tuned in.<\/p>\n A solid, industry-wide metric was needed that removed bias and confusion. For those metrics to have value, there needs to be consistency. IAB Stats provide that consistency.<\/p>\n Initially founded in 1996, the IAB fields critical research on interactive advertising while also educating brands, agencies, and the broader community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions for the advertising\/media industry. Their stats provide a consistent, industry-standard measurement that creators can rely on when assessing the downloads of a given show.<\/p>\n Many thought leaders in the podcasting space contributed to the metrics used by the IAB to develop IAB podcast certification, including leadership from Libsyn. Libsyn is an IAB-certified host, and there are some others you can find on the IAB website<\/a>.<\/p>\n So if you never wanted Ads, you might never care about IAB stats \u2026 until your potential sponsor asks for IAB numbers.<\/p>\n For those who DO venture into podcast advertising, you may need to provide ad agencies with podcast statistics. There are still some services you can pay $50 to get 50,000 plays. These unsavory services are typically known to good ad agencies. They rely on IAB podcast analytics to help make investments in podcasts and hosts.<\/p>\n Check out this conversation with Dave Hanley of Libsyn\u2019s AdvertiseCast as he talks about dynamic vs. baked-in podcast advertising<\/a>.<\/p>\nHistory of the IAB Tech Lab Verified Podcast Statistics<\/h3>\n
Podcast Advertising & IAB Podcast Statistics<\/h3>\n