The solution, a leader in audience and revenue development for podcasts, can now measure performance in terms of visual appearance to optimize user engagement.
To promote their podcasts, advertisers can now test an unlimited number of image and text combinations for a single episode.
By allocating an equal share of voice to each scenario, they identify the most engaging visual combinations in terms of CTR and LTR, and can thus optimize their campaigns on the basis of tangible data.
Several advertisers who have already tested this new creative podcast AB test feature have been able to multiply their click-through rates by 5 on certain campaigns.
According to Sandrine Auvray, Decathlon's Audio Content Leader: "It's important to give podcasts regular visibility in order to generate listeners. That's why we use Edisound. In addition to the impact on our listeners, Edisound enables us to test a multitude of images and titles for a single episode. The AB Test functionality has enabled us to multiply audience engagement by 2."
Julien Mosse, CEO & Founder of Edisound: "When it comes to media coverage, what motivates an audience member to listen to a podcast is 100% the visible part, i.e. its image and/or title. It was therefore crucial to optimize engagement performance. Very pleased with the initial performance, we're very proud of this world first."
