Podscribe's dashboard can track the full impact of episodic sponsorships (i.e baked-in ads), including additional exposure from simulcasting podcasts on YouTube, which is an increasingly common practice. This information is valuable for advertisers who want to understand the full effectiveness of their sponsorships.
See the Full Impact of Your Sponsorships
The Podscribe dashboard offers a comprehensive overview of your sponsorship's performance by automatically matching the YouTube episodes with their corresponding podcast episodes. Leveraging the YouTube API and the Podscribe prefix or pixel, Podscribe gathers real-time YouTube views and podcast downloads for each matched episode. This integrated data provides a unified view on the total reach of an advertiser's baked-in ads across both platforms.
SmartModeling for YouTube
In the world of YouTube ad measurement, modeling is a key topic. Historically, the industry standard has been to model YouTube conversions using the conversion rate from the same ad on the same audio episode.
This approach has succeeded in ensuring simulcast buys are not blanket under-represented, but it lacks nuance and sophistication.
To improve modeling accuracy based on the latest research, our YouTube SmartModeling solution dynamically predicts the performance of a YouTube ad based on 6 crucial factors.
- Share of U.S. vs. International audience - YouTube channels with more U.S. subscribers result in stronger modeled conversions weighting.
- Ad placement - If a podcast and YouTube ad both appear at the same time in the episode/video, modeling slightly favors the podcast. If the ad appears earlier in the YouTube video, the modeling may then favor the YouTube view, according to our PPB findings of earlier ads generally performing better.
- Ad length - Longer ads are favored, per our PPB findings.
- Engagement rate - Videos with more engagement, judged by comment-to-view ratios, will be modeled higher. Related: Engagement scores per show.
To see the Engagement Coefficient for individual episodes, go to By Campaign > expand episode list > enable the “Engagement Coefficient” column in column settings.
- [Soon] Read type - Effectiveness of a video read likely varies by type. For example, if a host does a video read showing off some part of the sponsor’s product, it will have a higher weight in the modeling.
- [Soon] Vanity URL - Clicks on links from YouTube videos will factor into the modeling, if the advertiser uses vanity URLs
What to expect from SmartModeling results
On average, advertisers should expect a 10–30% drop in modeled YouTube performance with SmartModeling. This is in line with our research with Oxford Road that a YouTube view is typically less effective at driving conversions than a podcast download.
Flexible YouTube controls
To give advertisers more control, Podscribe allows you to adjust the weighting of YouTube views relative to audio downloads directly in your dashboard.
- Navigate to
Overview > Attribution Settings
- Update the assumption for how a YouTube view compares to an RSS download
- Apply the setting to your simulcast campaigns
Curious to learn more? Read our blog on YouTube SmartModeling. Or, reach out to adops@podscribe.com for more details.
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