Before I started at Incremental Media, I asked myself the same question. Now I know the answer.
The attribution is very similar to podcasts, but there’s some upfront work to getting the attribution right.
You get both online and offline signals. The key is how you marry that information together.
Inserts are a great, relatively low-lift way to drive incremental revenue.
Both are forms of offline marketing, but they differ in many ways, from cost to targeting to creative format.
It's as unique of a media channel as there is in advertising, but if you put in the time and effort it can be a powerful channel.