To our agency partners and media buyers - Let's discuss what your clients aren't seeing in our standard podcast metrics and why that matters for their bottom line.
Understanding Attribution Windows in Tech
Your clients are used to immediate results from digital campaigns. We get it.
Because we embed ads, our attribution requires patience, which pays for itself in evergreen interest. Our 20 years of podcast advertising data shows an undeniable pattern: B2B podcast campaigns reach peak performance at the 8-week mark. This extended attribution window is crucial for accurate campaign assessment and should be built into your client expectations from day one.
What does this mean for an agency? This longer timeline reflects the deep, trust-based relationship between hosts and listeners – a relationship that translates into lasting customer loyalty for our partners. Setting the proper expectations is essential for your success, our success, and the client's success.
Let's get into it:
The Multi-Platform Reality
Your tracking platforms are missing significant portions of campaign reach.
Standard analytics tools like Spotify Ad Analytics capture audio downloads but miss our extensive video reach. We've been in the video game since pre-YouTube days, and our current distribution spans multiple platforms with significant viewership:
Live simulcasts across 8 platforms and counting.
3,000+ live viewers per recording.
13,000+ Club TWiT Discord members actively seeking sponsor information.
Embedded evergreen placements (not DAI).
Campaign Insurance Built-In
We've been in the game longer than anyone else, and we've seen it all. Because of that, we're always thinking ahead and taking into account any potential softness factors the year may hold. We've built several safeguards into our campaigns that protect your client's investment:
Automatic 10-30% over-delivery on all campaigns, which is why we don't discount our CPMs directly.
Buffer inventory to counter any potential soft spots.
Multi-platform distribution, social media shout-outs, and more.
The B2B Differentiator
Our strict vetting process means your clients join an exclusive group of sponsors speaking to a highly engaged, tech-oriented audience. The trust equity we've built over two decades translates to higher loyalty in converted customers. Keep in mind though, the B2C playbook needs adjustment for B2B campaigns.
Our data shows higher conversion rates after following our B2B-specific recommendations:
Higher frequency requirements for B2B conversion due to their complex nature and multiple pipelines of purchase decision approval.
Extended ad reads (2-4 minutes) deliver better results; the longer the copy with authentic testimonials from happy customers, the better.
Early booking for premium shows.
Minimum of 1 ad per show, every 2 to 3 weeks, for at least one quarter.
Strategic show selection based on client verticals.
TLDR: Strategic Recommendations for Agency Partners
Build longer flight plans into your client proposals.
Factor in our untrackable live video reach.
Secure premium inventory early, especially for tech-focused clients.
Set proper attribution windows in your tracking platforms (60 days, at least).
Leverage our brand's trust for higher-value client acquisitions.
We're here to help guide your client's success as much as you are. The standard podcast metrics dashboard tells only part of the story. As you plan your clients' 2025 media mix, consider the full ecosystem of benefits our platform offers beyond traditional podcast plays. Let's collaborate on crafting campaigns that deliver both immediate impact and long-term client value.
