IAB Brasil, the association that represents digital advertising in the country, presents companies and professionals in the segment with two documents focused on the adoption of standards and good practices in podcasts, both available for download on the entity’s website.
One of them is the “2022 Podcast Advertising Guide”. Developed by the IAB Brasil Audio and Voice Committee, the material offers an updated view on podcast advertising, with new data on consumer behavior of this type of content, opportunities for advertisers, new standards for measuring the format, trends, in addition to of a reflection on the relationship between the format and the advertisements. To access it, simply download the content from guide’s official website.
“With the increase in podcasts in Brazil, brands have gained another excellent space to build good relationships with their consumers”, contextualizes Cris Camargo, CEO of IAB Brasil.
The other is “Technical Guidelines for Podcast Measurement 2.1”. Prepared by the IAB Tech Lab and translated into Portuguese by the Audio and Voice Committee of IAB Brazil, the document’s main objective is to reduce measurement discrepancies and present a set of metrics and guidelines to be adopted by companies, based on the best industry practices. To download the guidelines just click here.
According to Cris Camargo: “With the launch of these guides, we bring a standard for measuring campaigns and greater comparability of results.”
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