True Native Media shares findings from frequency capping study

True Native Media, the premier podcast representation agency, released new research today revealing challenges in the current iteration of frequency capping.

Led by Developer Anthony Firn, research showed it can be almost impossible to estimate the exact number of impressions being delivered on a frequency-capped campaign.

“For a non-frequency capped campaign, the impressions are going to be closely related to downloads. In a frequency-capped campaign, because you’re artificially dropping the number of impressions, the goal is to reduce the reach.”

One major finding from this study is that not all podcast listeners are created equal. Some listeners will listen to their favorite show as the episode is published, while others will binge an entire podcast over the span of a few days. Understanding and identifying each group is the first challenge that needs to be addressed to make a stochastic prediction about impressions.

“When we’re thinking about creating any predictive capabilities or forecasting, it needs to be complex. It can’t just be as elementary as it really is right now. And while I do absolutely believe that frequency capping should exist… I believe the technology is not there yet.”

Read the study here: Frequency Capping: A True Native Media Study

About True Native Media

True Native Media is a podcast representation agency that specializes in podcast advertising.

True Native Media connects brands with podcasters to develop engaging host-read ads for global audiences. In essence, podcast ads are amplified word of mouth and powerful endorsements that produce results.

True Native Media values the genuine relationships hosts create with their listeners and the passion behind their content. The agency represents some of the best storytellers in the industry, from NY Times’ best-selling authors to highly-successful bloggers. Their independent podcasters partner with companies and continually build brand awareness with each story they tell.

At True Native Media, authenticity is of great value, which is why they take their brand-podcast pairings so seriously. Clients can trust True Native to develop podcast strategies that meet their targets and objectives.