Tracking Audience and Reach Overlap in Podcast and Audio Advertising


When not intentionally executed, reach overlap is frustrating for advertisers and publishers because it influences brand reach. A listener who hears the same ad two or more times in separate destinations might mean another listener won’t hear that ad at all. If you center your advertising goals around reach, it’s time to reduce reach overlap for good! Here’s how to do it.

Audience Reach Overlap Reports

Audience reach overlap reports let you see how different audiences overlap with one another. For example, you can identify if listeners make up part of two or more audience segments. This technique helps you maximize ad spending across multiple destinations. 

Here’s how overlap reports allow you to understand related audiences:

  • Unique reach overlap reports generate data about how many people listened to an ad, campaign, or campaign segment across destinations such as streaming apps, websites, networks, and different devices.
  • Exclusive reach reports provide data on how many people listened to an ad, campaign, or campaign segment across destinations within a specific time frame.
  • Duplicate reach reports produce data about the number of people exposed to an ad, campaign, or campaign segment across destinations more than once. 

Investing in overlap reports provides these benefits:

  • Stop wasting advertising budgets on ads delivered to the same audiences two or more times and prevent repeated messaging
  • Create new audience segments without overlap and reach the right people 
  • Refine your ad targeting and get more value from audio and podcast advertising campaigns
  • Get a 360-degree overview of audio and podcast advertising campaigns
  • Learn about duplicate reach, exclusive reach, and unique reach overlaps in ads, campaigns, and campaign sets (more about this later) 
Audience and reach overlap in content

Audio Advertising

Measuring audio advertising on podcasts, streaming platforms, online radio networks, etc., involves attributing ads, campaigns, and campaign sets to different conversion events. These conversion events for work for podcasts, digital radio, streaming audio, etc. can include:

Podcast-to-Podcast or Show-to-Show

You can convert listeners when they learn about previously unheard podcasts or shows in the ones they already listen to. For example, a podcast host or digital radio host can talk about a related show, or advertisers can place podcast ads and promos in podcast episodes. Monitoring these conversions helps you learn the best ways to advertise or promote shows in other shows. 

Podcast-to-App or Show-to-App

Conversion events can also happen when people download an app after listening to ads in episodes. Tracking these events helps you understand the actions someone takes after listening to a podcast or show and before downloading an app.

Podcast-to-Website or Show-to-Website

A podcast or show directing people to a specific website during an episode can also convert listeners. When you track these events, you can learn how and why people visit a website after hearing about it in a show. 

Advertising Audio in Paid Media/Digital Ads

Audio can be used in more traditional paid media and digital ad slots as well like branded content, display ads, pay-per-click ads and other paid media types. Conversions can occur after investing in paid media and digital ads that advertise podcasts and other audio formats.. 

Pixels or Tags

You may be wondering how to track conversion rates in audio advertising. Pixels (or tracking tags) can help you do this. These small pieces of code let you monitor every action someone takes after being exposed to audio ads, including:

  • Clicking on a landing page after hearing about it in an episode of their favorite podcast
  • Downloading an app after learning about it on an online radio station
  • Clicking on a banner ad that advertises a new podcast the person might be interested in or shares an audio teaser of an upcoming content release

Measuring Reach and Overlap in Audio

Did you know that it is now possible to measure audience reach and overlap in audio to compare series, episodes, campaigns, and audience segments? This ability helps you identify overlap earlier and prevent it from influencing brand reach. More specifically, you can now determine unique reach, exclusive reach, and duplicate reach in different content and ad types. Sounds good, right?

Here are some examples of how this method works:

Ad Campaigns

Say you implement two different ad campaigns: campaign A and campaign B. You can compare them to find each one’s unique reach and any shared/overlapping audiences. You can use this method even if those campaigns have different ads or ad creatives — various versions of the same ad media — with their own audiences. For example, you can learn about overlap existing in ads that say “buy now this fall” and “sign up this fall” and ads that say “buy now this winter” and “sign up this winter.”

Overlap in audience in campaigns attribution


To determine overlap for a podcast series, you can advertise on two different podcast series, such as series A and series B. You can analyze the two podcast series to differentiate their unique reach and discover if they have any shared/overlapping audiences.

Ad Creatives 

Finally, say you have two ad creatives: ad creative A and ad creative B. You can compare them to learn the unique reach of each ad variation (or version of the ad creative) and any shared/overlapping in those creatives. Ads can be in the same campaign or different ad campaigns. 

All these examples prove how easy it is to understand audience reach and the effectiveness of ad strategies based on campaign targets and goals.

Explore Backtracks Today!

Backtracks reimagines audio advertising and analytics. You can use the Backtracks platform to pull overlap reports and track key performance indicators across ad campaigns, series, ad creatives, and other formats. Doing so lets you measure the ROI on audio and podcasting ads, campaigns, and campaign sets and discover which marketing methods drive conversions and specific actions from target audiences. Learn more about using pixels in your digital audio advertising strategy and how to prove audio podcasting advertising really works using lift studies.


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