The IAB UK Podcast How can we get better at measuring outcomes for audio?
Mar 27, 2026
Dan Innes-Taylor, Senior Insight and Outcomes Manager at Global, who builds audio measurement and creative optimisation tools. Sarah Gale, Director of Insight, Data and Outcomes at Global, who models audio impact using multiple data sets. They debate why audio resists digital-style metrics. They explore combining brand lift, econometrics and modelling, plus AI, creative features and benchmarking to better value audio across the funnel.
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Digital Habits Don't Fit Broadcast Audio
- Outcome measurement expectations come from digital's instant metrics but broadcast audio lacks a return path so measurement must be reframed.
- Sarah Gale explains audio needs different approaches because it's a broadcast channel without direct click tracking.
Don't Rely On One Measurement Method
- Relying on a single measurement (like digital clicks) misses other impacts; mix econometrics, brand lift and other methods.
- Sarah Gale warns to blend methods and avoid judging a channel as ineffective when it's just poorly measured.
Model Outcomes Using Available Third Party Data
- Use first-, second- and third-party datasets as proxies to model outcomes when direct return-path data is unavailable.
- Sarah Gale describes Global IQ Outcomes using YouGov brand index, Ipsos Iris, SEMrush and SpendMapper as proxies.