Today, 15 seconds is most common for TV ads; comparably, ads on the internet can be as short as a single second. For brand advertisers, that means that regardless of platform, every second matters.

It’s undisputed that internet accessibility, mobile technology and digital innovations are redefining consumers every interaction and will continue to enable and disrupt many aspects of consumers’ lifestyle well into the future.

For podcasters looking to attract advertisers, demonstrating proof of performance isn’t just a nice-to-have—it’s quickly becoming a need-to-have. And while download metrics can help advertisers understand which podcasts are popular, they don’t tell brand managers anything about the impact their podcast ads have on customers.