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Thought Leadership Rethinking Youtube Podcasts: Does video beat audio for ROI?

Does video perform better than audio? That is a question the market has been trying to answer for years, especially now that many podcasts feature video.

The industry has pivoted hard to video. It offers massive scale and new discovery opportunities. But for years, we’ve operated inside a measurement “black box,” forcing marketers to assume that a YouTube view is worth the same as a podcast download.

We now know that assumption is potentially costing brands millions.

In this Media Roundtable: Special Edition,  Giles Martin (EVP, Strategy & Insights, Oxford Road) welcomes Pete Birsinger (CEO & Founder, Podscribe) to reveal the results of our industry-first report, “Re-Thinking YouTube: Why Your YouTube Ads Are Converting 25% Worse Than Audio.” After analyzing over 1,000 campaigns across 100+ brands, the data has revealed a shocking performance gap.

“The biggest unlocker of revenue is some way to measure the host-read embedded ads on YouTube.” – Pete Birsinger (CEO & Founder, Podscribe)

Pete and Giles are talking: The Black Box, Smart Methodology, and Lean-In Audiences.

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