Digital Audio - Happydemics' Blog https://bloghappydemics.wpcomstaging.com Capture, optimize and secure the brand lift of any ad campaign Tue, 20 Jan 2026 11:20:58 +0000 en-US hourly 1 https://bloghappydemics.wpcomstaging.com/wp-content/uploads/2025/12/cropped-favicon-32x32.png Digital Audio - Happydemics' Blog https://bloghappydemics.wpcomstaging.com 32 32 210920038 How to measure brand lift for digital audio and podcasts https://bloghappydemics.wpcomstaging.com/en/how-to-measure-brand-lift-for-digital-audio-and-podcasts/ Thu, 27 Nov 2025 14:49:44 +0000 https://bloghappydemics.wpcomstaging.com/?p=8108 Digital audio has become one of the most immersive and emotionally resonant media channels. From podcasting to streaming platforms, listeners choose audio environments with intention — often during moments of high concentration, routine, or relaxation. This creates rare conditions for advertisers: deep attention, limited visual distraction, and a personal, often intimate connection with hosts or […]

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Digital audio has become one of the most immersive and emotionally resonant media channels. From podcasting to streaming platforms, listeners choose audio environments with intention — often during moments of high concentration, routine, or relaxation. This creates rare conditions for advertisers: deep attention, limited visual distraction, and a personal, often intimate connection with hosts or content.

But unlike display, social, or video formats, audio lacks natural digital signals like clicks, impressions, or viewability metrics. As a result, marketers need better ways to quantify what audio advertising truly drives.

That’s where brand lift comes in. Instead of focusing on interaction-based KPIs, brand lift measures how exposure to an audio ad changes what people think. It reveals the true impact of podcast and digital audio campaigns on brand awareness, perception, and buying intent.

This article explores how to measure podcast and digital audio brand lift, the key KPIs to track, the methodologies available, and why this measurement is essential for proving audio advertising effectiveness.

What is Brand Lift in digital audio?

Brand lift in digital audio refers to the measurable improvement in audience awareness, perception, or intent after hearing an audio ad. It shows whether the campaign shifted the listener’s mindset in a positive direction — even without any clicks or visual interactions.


In audio environments, brand lift typically assesses whether listeners remember the ad (audio ad recall), recognize the brand, changed their perception of the brand or became more likely to consider or buy the product.

Because digital audio is a listener-first medium, measuring brand lift is essential. Traditional attribution methods — such as cookie-based tracking, click-through rate, or last-touch models — simply don’t apply. Audio is experienced passively, yet its persuasive impact is active and lasting.

Brand lift becomes the strategic tool that translates this immersive experience into quantifiable results.

Why measuring podcast Brand Lift matters

Podcast listening has surged across the world, becoming a non-negotiable component of modern media plans. Podcasts combine:

  • High engagement — listeners often consume episodes for 30+ minutes
  • Host trust and credibility — recommendations feel personal and authentic
  • Brand-safe environments — curated content with loyal communities
  • Low ad clutter — fewer interruptions compared to social or video

All these elements create a powerful halo around podcast advertising effectiveness — but without robust measurement, it’s impossible to validate or optimize.

Measuring podcast brand lift matters for three key reasons:

1. Proving the value of attention-driven formats

Podcasts often outperform visual media on emotional connection and message retention. Brand lift studies quantify this advantage, helping advertisers justify and calibrate investment.

2. Understanding how ad creative performs in audio

With no visuals to rely on, listeners interpret ads through voice, music, tone, and storytelling. Brand lift reveals how well these creative elements resonate.

3. Demonstrating long-term brand impact

Even if listeners don’t convert immediately, audio builds familiarity, trust, and affinity. Brand lift captures these lasting brand perception metrics — from awareness to sentiment.

Core KPIs for audio Brand Lift

Evaluating digital audio brand lift requires KPIs tailored to the way people listen. Below are the essential metrics marketers rely on to assess digital audio campaign impact.

1. Ad recall and message recall

This is the foundation of podcast brand lift. It measures:

  • Ad recall — can listeners remember hearing your ad?
  • Attribution or brand recognition — do they identify your brand correctly?
  • Message recall — do they remember the key proposition or tagline?

Strong audio ad recall demonstrates that listeners were attentive and that the creative successfully cut through surrounding content.

2. Interest and ad likeability

For audio to drive brand outcomes, the creative must resonate. This can be measured through:

  • Interest — did listeners feel engaged and hooked by the message?
  • Clarity — did they understand the key messages?
  • Ad likeability — do they appreciate the tone, narrative, or voice?
  • Ad perception — do they find the ad format pleasant and non-intrusive?

This matters greatly because creative quality is a major driver of impact. With its intimate, listener-first experience, audio offers a unique ability to deliver nuanced messages that feel personal and authentic.

Our benchmark shows that digital audio significantly outperforms other media in driving interest: +4 points above the cross-media average**.** It also excels at conveying more complex narratives and strengthening specific brand attributes, thanks to its immersive environment. Beyond effectiveness, digital audio is also one of the top three most appreciated ad formats, outperforming average ad likability across other channels.

Taken together, this high level of interest and positive perception makes digital audio the best lever for elevating brand positioning, delivering a performance on this KPI +6point compared to other media.

Digital audio doesn’t just capture attention — it earns appreciation.

3. Brand awareness

Awareness lift measures how exposure to the ad affects:

  • Brand awareness — how well consumers recognize the brand name
  • Overall brand familiarity — whether listeners know the brand well or just by name
  • Association with specific attributes (“innovative,” “premium,” “affordable,” etc.)

Because audio is a repetitive, subtle, and intimate medium, it plays a crucial role in reinforcing mental availability — key for sales in both short and long term.

4. Sentiment or favorability

Sentiment lift examines how the ad influences:

  • Brand perception — overall image and positivity
  • Specific brand associations — trust, quality, modernity, reliability
  • Emotional alignment — relevance and resonance with the message

Audio formats — particularly host-read podcast ads — often drive higher emotional resonance than display or short-form video, making it the top choice to drive a better brand perception. It helps build favorability vs. competitor brands, as it is the 2nd best media for driving brand preference

5. Consideration and purchase intent

These KPIs reflect the campaign’s ability to shift listeners closer to action:

  • Consideration — would they consider buying the product?
  • Specific intent — are they more open to learning more, testing the product, or seeking information?
  • Purchase intent — do they want to purchase the product soon?

And here, digital audio performs exceptionally well.

Digital audio doesn’t just score on creative appeal — it drives brand outcomes on bottom-funnel KPIs (vs the average of all media :+6 pts on consideration, +5 pts on purchase intent, +12 pts on specific intent).

Digital audio not only shapes perception — it pushes consumers further down the funnel.

Impact is particularly strong in complex industries, such as services or public administration.

For finance, banking, and insurance, digital audio raises interest by +7 pts vs other media, proving its ability to clarify complex messages and elevate categories that are typically less engaging.

How to measure Brand Lift in podcasts and audio campaigns

Measuring brand lift in digital audio requires methodologies built for environments where users are not clicking, tapping, or interacting. Here are the proven approaches marketers rely on.

1. Survey-based measurement: exposed listeners vs. control group

This is the gold standard in audio advertising effectiveness measurement.


How it works:

  1. Identify exposed listeners Using platform data (ad logs, timestamps, listener IDs).
  2. Build a comparable control group Similar profile, but not exposed to the campaign.
  3. Survey both groups Measuring recall, awareness, sentiment, intent, and perception.
  4. Compare results The gap between groups = brand lift.

This method captures authentic reactions based on what listeners genuinely remember and feel — not gamified or incentivized responses.

2. Using identifiers to form accurate test and control groups

Podcast platforms and streaming services rely on listener or device IDs, Session data, content consumption patterns, or ad insertion logs.


These allow measurement partners to classify exposure precisely and ensure robust targeting for brand lift analysis.

3. Combining surveys with platform analytics

Audio platforms provide rich engagement data, such as completion rate, listen-through rate, frequency per listener, episode or content affinity


Combining these insights with survey-based lift metrics gives marketers a holistic view of digital audio brand impact.

4. The limitations of click-based tracking for audio

Clicks fail in audio for several reasons:

  • Listeners multitask (running, commuting, cooking)
  • Audio is often consumed with screens locked
  • There is no universal “interaction” mechanism
  • Many streams run in offline or background mode

This is why audio requires perception-based measurement, not click-based attribution. Brand lift fills this gap by focusing on human response, not platform signals.

Best practices for audio Brand Lift measurement

To produce reliable, actionable insights from digital audio and podcast brand lift studies, marketers should follow these guidelines:

1. Build representative listener samples

Ensure the surveyed audience reflects real listeners in terms of age, gender, and socio-demographics. Without representative sampling, lift results can be misleading.

2. Use contextual and precise questions

Questions must be aligned with campaign timing, creative messages and platform context

This ensures you’re measuring the real impact of a specific communication, rather than general brand noise.

3. Measure across multiple platforms

Listeners often switch between: Spotify, Amazon Music, Deezer, Apple Podcasts, Digital radio and Smart speakers.

Multi-platform measurement provides a full picture of your audio campaign’s contribution across the ecosystem.

Measuring audio Brand Lift with Happydemics

Audio’s influence is inherently human — it reaches attention, emotion, and perception. This makes people-centered measurement essential.

This is where Happydemics brings unique value.

1. Non-monetised, human-first surveys

Happydemics captures authentic listener reactions through surveys that are:

  • Non-incentivised
  • Device-agnostic
  • Multi-platform

This avoids the bias found in reward-driven panels and ensures insights reflect real attitudes.

2. Reliable test vs. control modelling across channels

Thanks to multi-media methodologies, Happydemics can:

  • Identify exposed respondents
  • Apply unified KPIs across platforms
  • Compare audio against video, social, display, or TV

Brands get one consistent and comparable measurement framework.

3. Accurate perception metrics for audio

Happydemics measures Ad recall, Brand awareness and familiarity, Consideration & intent, Brand perception shifts and purchase intent. These reflect how audio genuinely influences the listener’s mind — beyond impressions or clicks.

4. A single view of multi-channel brand lift

Consumers navigate across channels fluidly: listening, watching, scrolling, researching. Happydemics provides a unified view of how each channel contributes to total brand lift — including podcasts and digital audio.

Conclusion

Digital audio and podcasts are among the most engaging and emotionally resonant media environments available to marketers today. But because listeners can’t click through or interact directly, traditional performance metrics don’t capture the real story.


Brand lift measurement is the key to understanding audio advertising effectiveness — revealing how campaigns influence awareness, recall, sentiment, and intent. Through survey-based methodologies, accurate control groups, and people-centric insight, brands can finally quantify audio’s true impact.

Marketers who measure podcast brand lift don’t just validate their investment — they improve it. They gain clarity on what resonates, which creatives perform best, and how audio contributes to long-term brand growth.

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]]> 8108 Intimacy of sound: the unmatched power of audio https://bloghappydemics.wpcomstaging.com/en/intimacy-of-sound-the-unmatched-power-of-audio/ Tue, 11 Mar 2025 13:59:23 +0000 https://bloghappydemics.wpcomstaging.com/?p=4750 Lemya Soltani, co-founder of Next Broadcast Media, is reshaping digital audio advertising. By combining AI, culture, and authenticity, her company creates impactful audio ads that deeply engage listeners, driving innovative and inclusive marketing strategies.

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[LEADERS OF CHANGE]

 

In a world saturated with visual content and fleeting messages, Lemya Soltani is a pioneer in helping brands break through the noise with audio. As co-founder of Next Broadcast Media, Lemya has redefined the role of audio in connecting brands, creators and audiences through innovative digital audio solutions.

Her journey is a testament to innovation, resilience, and leadership, with roots in Tunisia, a career spanning Germany, London, and Dubai, and a mission to break down barriers.

Meet the architect of impactful connections

 

“Building something from scratch has been an incredible journey, I’m a passionate entrepreneur, innovator and storyteller,” Lemya begins. “At Next Broadcast Media, we’re not just following trends—we’re shaping the future of digital audio advertising.”

Leyma’s journey has taken her from corporate roles at Yahoo and OLX to building Next Broadcast Media from the ground up. Based in Dubai, her company operates globally, helping brands create meaningful connections through audio advertising.

Lemya sees innovation as an opportunity to rethink how brands engage with audiences in a crowded media landscape. “We saw a gap in the market and knew we could do something different. We built a company that helps brands connect with listeners in a way that feels authentic and personal,” she explains. With a growing team in Brazil, Canada and India, Lemya’s work bridges continents and ensures that cultural nuances resonate authentically.

What makes her journey extraordinary is not only her entrepreneurial spirit, but her commitment to inspiring others, especially women. “I’m trying to inspire other people to leave a meaningful legacy by pushing boundaries to see what’s possible in this fast-paced world.”

For Lemya, it’s not just about representation—it’s about impact. “Women bring unique perspectives to business, and when we’re in leadership roles, companies perform better. The data proves it.”

She believes the key is fostering an environment where women feel empowered to challenge stereotypes, embrace challenges, and shape the future of media and tech. This is reflected at Next Broadcast Media, where women hold key leadership roles. 

“Having strong female leadership at NBM isn’t just about diversity—it’s about driving innovation with different perspectives,” Lemya explains. By championing inclusion, NBM ensures women are actively shaping the future of digital audio.

Audio: the most intimate medium?

 

For Lemya, audio is more than a medium—it is a movement and the foundation of Next Broadcast Media. “Audio creates a personal connection between the listener and the host,” she says. During the pandemic, as screen fatigue set in, digital audio experienced a significant boom. Lemya sees this as audio’s defining strength: its authenticity and intimacy.

“The world is already saturated with visual content—audio cuts through the noise and offers space for deeper engagement,” she says. At an industry event, she once heard: “A podcast is like your best friend that you don’t know.” That, to her, is the power of audio—its ability to create a trusted, personal space for listeners.

Why Dubai is the best hub for innovation and growth

 

Dubai has been Lemya’s home since 2019, a city she describes as synonymous with ambition. “What sets Dubai apart is its culture of boldness. People from different backgrounds and mindsets come together and push boundaries to create something extraordinary.”

For entrepreneurs like Lemya, Dubai’s infrastructure, openness, and multicultural vibrancy create fertile ground for innovation. The MENA region, she predicts, will play an increasingly important role in the global audio and advertising landscape. With some of the highest podcast penetration rates in the world—70% in Saudi Arabia and 62% in the UAE—the region is already a leader in audio consumption.

“The MENA region has a young, tech-savvy population that demands culturally relevant content,” notes Lemya. Next Broadcast Media is at the forefront of this transformation, leveraging AI to create audio ads that launch within minutes. “We’re not just keeping up, we’re defining what’s next.”

Redefining innovation

 

For Lemya, innovation is about more than technology. “It’s about challenging the status quo and finding creative ways to solve problems,” she explains. At Next Broadcast Media, that means constantly rethinking how brands and audiences engage through audio—whether it’s by crafting more culturally relevant campaigns, exploring new storytelling techniques, or using AI to streamline ad creation.

Collaboration—especially among diverse teams—is at the heart of her approach.

“When people from different backgrounds come together, ideas spark. Innovation transforms industries, businesses and lives,” she says. This mindset has been instrumental in driving Next Broadcast Media’s success and shaping the future of audio advertising.

Women leading with purpose

 

Being a woman leader in media and technology comes with unique challenges. For Lemya, resilience and adaptability have been key. “Every job, every industry has challenges—that’s just life. What matters is how you tackle them,” she says. By fostering authenticity and transparency with her team and clients, Lemya has built a culture of trust and collaboration.

She is a strong believer in the power of diversity. “Women bring unique perspectives to the business world. Research shows that companies with more women in leadership roles perform better,” she notes. For Lemya, diversity is a necessity to drive progress and inclusion.

Leadership is about empowering others

 

“Leadership is about inspiring and empowering others to be their best,” Lemya explains. By nurturing talent and ensuring that every voice is heard, she fosters a culture of trust and purpose within her team. This approach not only fosters innovation, but also builds a sense of shared ownership and vision.

When asked for advice for aspiring leaders, her message is clear: “Never stop learning. Surround yourself with people who will challenge and inspire you. And don’t be afraid to fail; it’s part of the journey.

Final thoughts

 

Lemya’s story is one of bold innovation, cultural connection, and transformative leadership. As she continues to amplify the power of digital audio, her vision of breaking boundaries and inspiring others remains a beacon for leaders and innovators around the world.

Through her work, Lemya Soltani is proving that audio is more than just sound; it’s a profound way to connect, create, and inspire. In doing so, she is leaving an indelible mark on the media landscape.

Thank you

 

A heartfelt thank you Lemya, for your time and for sharing this inspiring vision and journey with such openness and authenticity.

The post Intimacy of sound: the unmatched power of audio first appeared on Happydemics' Blog.

]]> 4750 Why is digital audio a secret weapon in advertising? https://bloghappydemics.wpcomstaging.com/en/why-is-digital-audio-a-secret-weapon-in-advertising/ Tue, 16 Jul 2024 07:19:41 +0000 https://bloghappydemics.wpcomstaging.com/?p=3959 Digital audio has emerged as a powerful medium for delivering impactful, efficient, and memorable campaigns. As brands strive to stand out from the crowd of media options, understanding digital audio’s unique strengths is paramount.  Discover the three key strengths of this medium and how it stands out from the crowd to drive advertising success. Digital […]

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Digital audio has emerged as a powerful medium for delivering impactful, efficient, and memorable campaigns. As brands strive to stand out from the crowd of media options, understanding digital audio’s unique strengths is paramount. 

Discover the three key strengths of this medium and how it stands out from the crowd to drive advertising success.

Digital audio: a top medium for powerful global impact

Its remarkable ability to create a strong global impact sets digital audio apart from other media. The medium boasts a high average impact score with significant dispersion, indicating that campaigns can achieve exceptionally high levels of engagement with the right strategy.


This variability is a double-edged sword, presenting both a challenge and an opportunity. When brands carefully craft their messages and align them with the preferences of their target audience, the potential for digital audio to deliver standout campaigns is unparalleled.
This characteristic makes it a top choice for brands aiming to make a memorable impression on a global scale.

Why digital audio is highly effective at delivering messages

Digital audio’s high efficiency in delivering clear and memorable messages is one of its most celebrated attributes. This medium excels at cutting through the noise to deliver specific, targeted messages that resonate deeply with audiences.

Unlike visual content, audio can create more personal connections, often accompanied by the listener’s undivided attention while commuting, exercising, or relaxing. This intimate engagement enhances brand positioning and generates significant interest.
The memorability of audio ads is amplified by the power of sound, music, and voice to evoke emotions and create a lasting bond with the audience.

Digital audio’s exceptional performance on challenging topics

Digital audio stands out for its ability to handle challenging topics effectively. In industries where messages are complex or difficult to communicate, such as banking, insurance, finance or even services, digital audio proves to be a highly perceived and memorable medium. Its flexibility allows nuanced content to be delivered in a way that is easily digestible and engaging.

Well-targeted and high-quality audio content can simplify complex topics, making them accessible and interesting to a broader audience. Moreover, digital audio has been shown to drive specific objectives, such as increasing store visits, by creating a strong call-to-action that listeners can follow through on.

Positioning digital audio in today’s advertising ecosystem

In today’s fragmented media landscape, where audiences are constantly exposed to content from all sides, digital audio is proving to be a distinct and powerful player.


It offers a unique blend of intimacy and reach, creating an environment where messages are not only heard but felt. This medium seamlessly integrates into the daily lives of listeners, whether they are commuting, working out, or unwinding, ensuring high levels of engagement and recall.

As brands seek innovative ways to connect with their audiences, digital audio stands out for its ability to deliver impactful, memorable, and highly targeted advertising experiences.

Conclusion

To conclude, digital audio is not just a medium – it is a powerful tool that, when used effectively, can transform advertising outcomes. Its unmatched ability to create a powerful impact, convey clear messages, and handle challenging topics sets it apart from other mediums.

Ad players that leverage digital audio’s potential with strategic precision can expect to achieve remarkable campaign success. In a world where attention is the ultimate currency, digital audio is a direct line into the hearts and minds of consumers, making it a component of any forward-thinking ad strategy.

As we move into an era of increased competition for consumer attention, the strategic use of digital audio will be key for those seeking to make a lasting impact.

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]]> 3959 How Deezer measures the impact of campaigns launched on its platform https://bloghappydemics.wpcomstaging.com/en/use-case-deezer/ Tue, 27 Dec 2022 10:16:37 +0000 https://bloghappydemics.wpcomstaging.com/?p=1747 Happydemics is delighted to support Deezer in measuring its advertising effectiveness. Find out more about our partnership through our chat with Nicolas Malard, Head of Brand Partnership & Ad sales France! https://youtu.be/_0uM2_NrK0k What is your role at Deezer? I’m in charge of all monetization levers for the Free solution at Deezer. This comprises 3 elements: […]

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Happydemics is delighted to support Deezer in measuring its advertising effectiveness. Find out more about our partnership through our chat with Nicolas Malard, Head of Brand Partnership & Ad sales France!

What is your role at Deezer?

I’m in charge of all monetization levers for the Free solution at Deezer. This comprises 3 elements:

First, media, with audio, video, display and more generally all the purchasing levers, which are mainly programmatic.

Then there is brand content and diversification. We create content devices for many brands through our dedicated production team. The creations can be in audio, video or podcast format.

Diversification is at the heart of our development. The latest example is the launch, in partnership with Citroën, of a limited edition Deezer Ami Tonic electric city car. This campaign includes a showcase with Black M and a platform with a podcast and an exclusive playlist by the artist.

As the “Home of Music”, Deezer speaks to all audiences and offers engaging features to its partners.

Finally, there is the cornerstone of Deezer premium code sales. This is both a rewarding device for brands and a way to promote employee well-being within companies.

All this is made possible due to a great group of 5 sales people who transmit our voice to the market.

Do you remember meeting Happydemics?

I met Happydemics in 2019 for our first Heineken campaign in collaboration with Starcom. I quickly got a very good feel for the teams’ expertise.

At the time, we had a technical challenge to successfully address our users in the app environment in audio format. Happydemics responded perfectly to this technical challenge, and I was able to see their expertise in action.

Afterwards, we presented a report to the entire marketing team at Heineken with Starcom. I saw experts talking to experts, and the review was very well received by the customer. Specific questions were asked, and the Happydemics teams provided accurate and coherent answers, making the link with our brand issues. It all worked very well.

For Deezer, what were the objectives of our partnership?

Our first objective was to find a reliable partner in terms of representativeness.

We also wanted them to be able to address our users in an app environment in audio format at a competitive cost. This was a technical challenge that few could meet at the time.

Finally, we wanted to have feedback on attribution, brand image and brand awareness.

What does our tool change in your daily routine?

Access to data is much faster, thanks to an intuitive platform. We particularly appreciate the ease with which it is possible to fill in the brief, simulate a questionnaire and access the report.

Our relationship with our customers has been strengthened by the quality insights we can provide to prove the effectiveness of their media campaigns.

Tell us about a campaign you are proud of?

The Local Artists campaign with Adobe springs to mind.

Due to the brand lift, we achieved several results that prove the success of the campaign:

Attribution was very good, with 68% of respondents recognizing Adobe versus 36% on average on the Happydemics benchmark of audio formats.

Interest in the campaign was found to be 1.3 times higher among those exposed to the ad, compared to those not exposed. That’s well above the benchmark, regardless of format (audio, video, static).

Purchase intent was significantly better among those exposed to this campaign: +28 points compared to unexposed on audio, +25 points on video and +33 points on static formats.

We were able to prove that this was a very effective campaign.

What feature would you not want to do without?

We use the interactive reports very frequently, which allow us to view our data in real time by socio-demographic groups.

“If I had to sum up our relationship in three words: expertise, trust and innovation.”

Nicolas Malard
Nicolas Malard
Head of Brand Partnership & Adsales at Deezer

Do you want to prove the effectiveness of your advertising campaigns to your customers? Book your 30-minute demo to discover the Happydemics Brand Lift!

Book my demo

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