As podcast advertising continues to grow, Magellan AI and Signal Hill Insights are partnering to help measure the space. It has efficiency in mind for current and prospective advertisers.
What We Know: Magellan AI and Signal Hill Insights are partnering for the measurement. It combines the brand lift studies from Signal Hill with the exposure and performance data of Magellan. The partnership hopes ot make it easier for advertisers to access the important data to help craft their media plans.
What They Said: “Advertisers are asking for clearer, more connected measurement across the funnel,” said Paul Riismandel, President of Signal Hill Insights. “By pairing Magellan’s exposure data with our brand lift methodology, we can provide a deeper dive into how messaging is moving consumers through that funnel, including those who have yet to take any action. This delivers a more accurate view on how podcast campaigns influence both perception and action.” -Signal Hill Insights President Paul Riismandel
“This partnership gives advertisers a more complete picture of campaign impact, connecting brand perception to real downstream behavior in one place,” Magellan AI Measurement President Jim Ballas.
What Remains Unclear: How the integration is structured, technically. Additionally, it is unclear how prospective advertisers receive the information.
What It Means: Magellan AI has expanded into other measurement areas in recent months, including the radio space. Meanwhile, this new partnership with Signal Hill comes after another measurement collaboration between Triton Digital and Nielsen was announced.
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Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. In addition to his work with Barrett Media, he is a radio and TV play-by-play broadcaster. Reach out to him at Garrett@BarrettMedia.com.
