CASE STUDY
Podsights Partners with Deepgram to Pinpoint Podcast Advertising Attribution
Deepgram allows Podsights to extract maximum value from their data on behalf of brands.
With Deepgram’s accurate and fast speech-to-text solution, We’re the Google Analytics of podcasts.”
Director of Partnerships, Podsights
The Results
Podsights is the Google Analytics of Podcasts
Direct attribution from Podsights, according to Drengler, means “Now brands can look at our metrics and start saying things like, ‘Hey, 50% of my podcast media budget drove 50% of my sales and oh, by the way, here are the dollars that drove that. So we’re answering that old question, ‘How much, and exactly which part of my budget is driving success?’”
Of course, to place pixels on ads and to ensure that ad-reads are compliant, Podsights needs a stellar STT solution. That’s where Deepgram has been instrumental. Deepgram’s STT has helped Podsights provide brands with better insight and auditing capability on ad-reads. In the text-based ad world, tracking impressions is easy. Speech is much more complex. By working With Deepgram’s STT, Podsights is able to provide transparent impression reporting in real-time, and track campaigns across multiple providers on one centralized dashboard, and perform automated air checks. Also, when your ads are speech-only, you have to know who said what and when. With the help of Deepgram’s rapidly evolving diarization, Podsights can attribute words to each speaker in a recording, so that brands can tell who is reading their ad. Naturally, Deepgram STT outputs include time-stamps and confidences for a fine-grained analysis. Podsights has leveraged a host of cutting-edge technologies in order to track exactly how an ad campaign is pacing and the number of households it is reaching.
Drengler notes, “With Deepgram’s accurate and fast speech-to-text solution, we’re the Google Analytics of podcasts.”
Looking Ahead
Deepgram is Poised to Make Podsights’ Mission of Deep Data Exploration into One of Unlimited Innovation
Currently, attribution is Podsights’ main product, but with the help of Deppgram’s continually evolving speech-to-text solutions and tailored models, they are growing into something even bigger and better. The possibilities of redaction, automatic brand name recognition, and language/content-based ratings for spoken word are already being discussed by Deepgram and Podsights’ developers. With things like sentiment detection and context analytics just on the horizon, brands won’t be able to simply screen for “bad words,” but will be able to identify “bad context.” Podsights hopes to be able to help advertisers decide which podcasts align with their brand values and target audience’s values.
Podsights is also developing a tool they call “Advisor,” which will allow opt-ins from all publishers to send in their show data, so that Podsights can populate shows to match the audience targeted by specific brands. Advisor will be able to leverage user behavior as an indicator that a particular podcast will serve a particular brand based on that demographic or psychographic’s listening habits and shopping behavior.
Matt Drengler is excited about what lies ahead in their partnership with Deepgram. “Even with all of our success so far, I can say that the benefits are not yet to where they will be after we are fully leveraging everything from Deepgram.”