A Guide to Audio Measurement

As digital audio continues to grow across Aotearoa, advertisers are looking for clarity on how best to measure its impact. The IAB New Zealand 2025 Audio Measurement Guide was created to help the industry navigate the evolving world of podcasts and streaming audio.

According to the IAB New Zealand 2024 State of Digital Audio Survey, one of the strongest industry calls was for better measurement, and the ability to prove how effectively digital audio reaches and engages different audiences. Podcasts, in particular, offer a powerful and intimate way to connect with listeners. With 55% of New Zealand adults now tuning in each month, podcasts have become a mainstream medium and one that advertisers can’t afford to ignore.

Podcasts are on-demand audio content that listeners can stream or download to consume later. This distinction is key, as downloads and streams require different measurement methods. Historically, podcasting developed in an era of limited mobile bandwidth, so listeners often downloaded episodes for offline listening. While connectivity has improved, that behaviour remains common today, and with it, unique measurement challenges.

The IAB New Zealand 2025 Guide to Audio Measurement addresses how podcast ads are delivered, the standards that define podcast measurement, brand safety, the future of audio metrics and more 🎧

Thank you to the IAB New Zealand Digital Audio Working Group - part of the IAB New Zealand Digital Effectiveness Council for creating this resource: 

Kate Grigg: Head of NZ, PMX | Council Chair ​

Sarah Catran: Head of Digital Audio, NZME​

Brendan Ginnever: Strategy Director, OMD​

Nick Henderson: Lead - Revenue Solutions, Magnite​

Teresa Ly: Group Business Director ANZ, Acast​

Hannah Merritt: Strategy Director, PHD Media Aotearoa​

Saj Patel: Group Sales Manager – Digital, Stuff​

Nastassia Subritzky: Head of Data & Analytics, MediaWorks

IAB New Zealand Members can download the full Guide to Audio Measurement here

For further information or to become an IAB New Zealand Member, please get in touch.