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Voiceworks Sport and Veritonic partner to transform podcast advertising

Press Release · Manchester, UK · via MC2 ·

Voiceworks Sport (Voiceworks), a leading audio specialist backed by Communicorp UK, has partnered with Veritonic, the industry’s comprehensive audio research and analytics platform, to monitor the efficacy of podcast advertising campaigns through live data. Veritonic’s innovative audio analytics and research platform will be deployed to demonstrate the success of advertising campaigns booked through the Sport Social Podcast Network (SSPN), operated by Voiceworks.

The partnership enables Voiceworks to utilise Veritonic’s best-in-class audio attribution technology, which provides insights into advert exposure and subsequent anonymised podcast listener behaviour, including site visits, shopping cart activity and more. The actionable data enables podcast advertisers that use the Sport Social Podcast Network (SSPN) to better understand the impact of campaigns and to optimize current and future advertising strategies.

According to 2022 research by Guardian News & Media, 65% of listeners pay attention to podcast ads, followed by TV (39%) and radio (38%) ads, and 51% of users of each channel said podcast ads made them more inclined to purchase from advertised brands.

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The partnership between Voiceworks Sport and Veritonic will enable audio ad effectiveness to be better tracked and measured. Voiceworks will deploy Veritonic’s attribution technology to follow top-of-the-funnel podcast ads through bottom-of-the-funnel conversions and transactions, to determine which ads had the highest impact on listener behaviour.

In recent months, Voiceworks has worked with the likes of Poghust Goodhead, global litigation experts, to run podcast advertising with SSPN as part of its My Diesel Claim World Cup campaign, which also ran across TV, radio and digital media. The initial campaign was so successful that Pogust Goodhead now uses podcast advertising as a default marketing channel. In addition to connecting brands to podcast advertising opportunities through SSPN, Voiceworks also works closely with major organisations including the World Gymnastics Championship and Paralympic GB to create branded podcasts and audio.

Sophie Hind, Voiceworks Sport Managing Director, commented: “We’re thrilled to partner with the Veritonic team, and bring their technology to our client base. It adds real strength to our analysis and reporting capabilities, enabling us to accurately pinpoint how, and which, activities are directly influencing listener behaviour.

“We know just how valuable podcast advertising can be for customer engagement and brand awareness, from being able to tap into specific listener demographics, to the fact that podcast ads offer higher engagement than other mediums. This has been proven in the work we’ve done with some of our major clients in recent years, which has led to great results and seen podcast advertising become a core part of their strategy going forward. Now we can take these campaigns a step further, using the insight and measurement from Veritonic’s platform, to tweak in real-time.”

Damian Scragg, General Manager, International & Brand Sales at Veritonic shared: “We remain committed to helping the global audio and podcast industry grow and thrive, and a large part of this is demonstrating the results the medium can deliver for engaging listeners and increasing ROI. We are pleased to work with the team to bring our measurement and attribution technology to their clients and provide advertisers with the data they need to succeed.”

Rich Hill, Chief Technology and Marketing Officer at Pogust Goodhead, said: “Bridging the gap between technology and marketing is something that many businesses are still navigating. However, the utilisation of Veritonic’s technology by SSPN clearly showed us that they understand the importance of using technology in the advertising space. Daily reporting and analytical data are integral for any brand to continue to grow and develop. SSPN’s reporting and responsiveness allowed us to monitor, track, and optimise our podcast advertising, helping us diversify and expand the audience base of My Diesel Claim while maintaining a low cost per action.”

About is a collective of audio experts that enable brands to engage more deeply with and reach new audiences.

The organisation works with brands and sponsors to develop audio strategies that encompass everything from podcasts to voice tech, and then provide production execution from its world-leading audio experts. Its clients comprise some of the biggest brands in sport, including EuroLeague, ParalympicsGB, The FA, Manchester City, Footballco, Sports Direct and Goal US. is backed by Communicorp UK, which is home to some of the most exciting brands in UK radio. Headquartered in the heart of Manchester, a city globally renowned for creativity and collaboration, its partners and communities are spread around the world.

About Veritonic

World-renowned brands, agencies, publishers, and platforms rely on Veritonic’s comprehensive audio research and analytics platform to research, test, and measure the ROI of their audio assets and campaigns pre-market, in-market, and post-campaign. The resulting insight enables clients to gain confidence in their audio investment, mitigate risk through optimization, and increase their return as they engage consumers with compelling audio experiences. For more information, visit

This is a press release from MC2 which we link to from Podnews, our daily newsletter about podcasting and on-demand. This is reprinted verbatim; we may rewrite headlines and descriptions.

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