Magellan AI Adds Promotional Formats To Ad Measurement Offerings.

Podcasters use a variety of marketing vehicles for clients that go beyond host-read ads and produced spots. But oftentimes, activations such as interview segments with execs, branded podcast series and feed-drop promotions go unmeasured. Podcast advertising analytics platform Magellan AI says it has extended measurement to nontraditional promotional formats in podcasting that standard tools haven’t been able to track. Performance metrics for these formats have been integrated into its platform, providing what the company calls a “complete view of podcast promotion performance.”

These ad types extend its measurement capabilities to capture all the ways podcasters create podcast promotional content, Magellan AI says, providing accurate performance data across every format.

Among the ad types Special Episode Monitors added to the  Magellan AI measurement dashboard are sponsored interviews, branded podcasts, feed drops, and podcast cross-promotions where full episodes are shared between shows, whether as standalone episodes or post-roll content.

“Our Expanded Ad Formats features make it simple to measure non-traditional placements,” Magellan AI says in a blog post. “Select your episodes or series, and we’ll automatically track all the metrics you need. Everything appears right alongside your regular ad reporting, giving you a complete view of performance across all your content types. You’ll get the same detailed attribution data you’re used to, letting you measure the true business impact of every format you use.”

The new feature is now available for all campaigns being measured with Magellan AI.

Best known for its monthly tracking of podcasting’s largest advertisers, Magellan AI in October added a new tool to its platform designed to help users uncover a competitor’s advertising strategy. Called Creative Analyzer, Magellan says it will show how a brand’s ads are distributed across programmatic and run-of-network (RON) campaigns. It also shows details on podcasts participating in blind network campaigns (like SPAN and AdsWizz), a filter by date tool to track campaign flight durations, and how many podcasts feature a specific creative.