The two-tiered customer survey is a more powerful way to see where audio ads perform better than vanity URLs, suggests an Oxford Road whitepaper.
The study, titled Solving Audio Ad Attribution, exemplifies this through a case study of B2B SAAS Bambee.
- The study suggests that two-tiered customer surveys "increase attribution visibility."
- The first tier is a regular "How did you hear about us?" question.
- If
the customer were to select Podcast from the given options, the second
tier leads them to select the specific podcast where they might have
heard the ad.
- The study suggests that this method
has increased attribution visibility, i.e., seeing which podcasts work
well for brands, by 700%.
- Download the complete study for free here.
