Beyond Measurement: What Else the Podscribe Tag Unlocks
The primary reason to place the Podscribe tag is measurement, connecting podcast ad impressions to on-site activity like visits, purchases, signups, and more. But once the tag is live, a range of additional features become available that go well beyond attribution. This article covers those non-measurement benefits.
Section 1: Audience Targeting and First-Party Data
These are arguably the most powerful benefits of placing the tag, and they are entirely separate from measurement.
Visitor Retargeting
The moment the Podscribe tag is live, we can begin retargeting your site visitors through podcast and audio ad placements via SmartServe. This is completely independent of measurement. We don't need to be running attribution reporting to retarget your visitors. You've already paid to get someone to your site, so retargeting lets you re-engage them.
First-Party Audience Targeting (SmartServe)
Beyond retargeting prior customers, Podscribe's SmartServe platform allows brands to target or anti-target any first-party audience segment. This is one of the most powerful capabilities in our platform. Some examples of what this enables:
- Retarget past customers and reach people who have already been to your site
- Exclude existing customers. If 20% of the podcast-listening population are already your customers, stop spending budget on them
- Target custom audience segments. For example, a segment with income higher than 100,000, or a segment that drives a specific brand of car. This is to find specific groups of users on podcasts and drive them to your website
Customer Segments (TransUnion)
Once sufficient tag data is collected, Podscribe enriches your site visitor data using TransUnion, giving you a clearer picture of who your actual customers are, including demographic and behavioral segments. This data informs both targeting decisions and planning.
Section 2: Planning and Forecasting
With tag data in place, Podscribe's planning tools shift from generic benchmarks to insights grounded in your real audience.
Projected Performance (Planner)
The planner will show performance projections based on observed behavior from your site, not industry averages. This includes projected visits, projected conversions, and estimated performance by show.
Brand Affinity
Brand affinity shows what percentage of a given show's listeners are already visiting or purchasing from your brand. A show with 10% brand affinity means 1 in 10 of its listeners is already your customer. This is useful for both efficiency (doubling down on shows with proven overlap) and reach planning (finding shows where you are less saturated).
Finding Similar Shows
Podscribe can identify shows whose audiences most closely match your existing customers, based on who is actually visiting and converting on your site and which shows those users listen to. Use this to discover new shows, expand campaigns, and sharpen targeting.
Why This All Requires the Tag
Without the tag, Podscribe cannot observe your actual visitors or customers, and planning relies on broader datasets with limited targeting capabilities. With the tag live, every insight is grounded in your real audience and your first-party data becomes an asset you can actually activate.
Features require sufficient data volume before they appear. Data collection begins as soon as the tag is live.
Notes
- These features require sufficient data volume before they appear
- Data collection begins as soon as the pixel is live
- Some features may not populate immediately
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