Audio's Problem Was Never Reach. It Was Proof. - InMarket

InMarket is now in AudioGo’s partner directory, bringing store visit and sales measurement to self-serve audio advertising.

Ask a marketer whether audio works, and you’ll get a confident yes. Ask them to show you the store visits it drove, and the answer is less direct.

That gap has followed digital audio since the beginning. For the more than 200 million digital audio listeners in the US, podcasts, streaming, and digital radio reach them in moments no other channel touches: the commute, the workout, the school run, the drive to the store. But audio never had a click to point to. So the industry defaulted to measuring what was easy to count, not what actually mattered.

Impressions. Reach. Frequency. Completion rate. Those are inputs. Advertisers buy outcomes.

The screenless channel had the hardest measurement problem

Audio’s biggest strength has doubled as its biggest measurement obstacle. People listen while they are doing something else, and usually while they are moving. There is no landing page to instrument and no pixel to fire on a screen the listener is not looking at.

What changes now

InMarket has joined AudioGo’s partner directory. AudioGo advertisers can now measure the real-world impact of their audio campaigns using InMarket’s real-time measurement solution.

We built our platform to answer one question: did the ad move someone in the real world? We answer it by connecting ad exposure to verified store visits, leveraging our platform’s strong commerce data foundation:

$736B in total commerce data
200 million+ location-based consumers

Applied to audio, that means an AudioGo advertiser can see:

Incremental store visits driven by the campaign, not just impressions delivered
iROAS measured on the same basis as every other channel in the plan
Which audiences, dayparts, and creative actually produced foot traffic
A real comparison between audio and the display, CTV, and social budgets it competes with

This matters most for the advertisers who have had it least

Enterprise brands have had offline attribution for years. Local and multi-location advertisers largely have not, because the tooling assumed an enterprise budget and an enterprise media team.

AudioGo already solved that on the buying side. A franchise owner, an auto dealer, or a home services business can be live on premium audio inventory in minutes, with a $250 minimum and no media buyer required. What was missing was the other half of the equation: proof.

This partnership fills that gap. A dealer running audio across four counties can see whether the campaign brought people onto the lot. A multi-location operator can see which locations actually lifted and which did not. For a business where a store visit is the entire point, that is not a nice-to-have report. It is the only number that counts.

Local and regional chains are some of the most competitive advertisers out there, and they’re too often the hardest to measure. By bringing InMarket’s measurement capabilities to AudioGo, we can finally show these advertisers exactly how audio is driving incremental visits and sales to the stores that matter most to their business.

– Kevin Hochstein, Senior Director, Measurement Partnerships, InMarket

Getting started

Advertisers with an InMarket agreement can request tracking codes from their InMarket team and apply them to any AudioGo campaign. InMarket handles the connection to offline outcomes from there.

Audio has long been the channel everyone believed in. It is time it became the channel everyone can prove.

Get started today: inmarket.com/contact