Podcast advertising generates “far better brand recall” than other forms of digital advertising. That’s what we’ll be covering today in the Marketing Highlights Podcast, Episode #10, “Podcast Advertising.”
#Podcast advertising generates 'far better brand recall' than other forms of digital #advertising. Click To TweetPodcast advertising generates far better brand recall than other widely-used forms of digital advertising, that according to findings from 11 Nielsen effectiveness studies. The Nielsen analysis was commissioned by Midroll, the advertising arm of podcast industry leader Stitcher, and represents the podcast industry’s largest aggregate releases of ad-effectiveness data.
In addition to the lift in brand awareness, the studies revealed that 61 percent of consumers exposed to podcast ads for well-known major national brands become more likely to purchase the advertised product.
The Nielsen ad-effectiveness studies tracked eight national brands advertising 11 products that spanned all major consumer categories, including soft drinks, consumer packaged goods, retail and more. The studies measured how likely listeners were to recall, purchase and recommend a brand after hearing a podcast ad for that brand or product.
Among the key aggregate findings across the 2018 studies:
- Podcasts generate up to 4.4 times better brand recall than display ads (scroll ads, static ads and pop-up ads) on other digital media platforms.
- There was an average 10 percent lift in purchase intent among listeners exposed to a podcast ad. Sixty-one percent said they were likely to buy, compared to 56 percent of listeners who did not hear an ad.
To learn more on this story, including links and resources, visit jimperson.com/10.
For past episodes visit jimperson.com/listen. And if you need podcast mixing or mastering services visit jimperson.com/podcasthelp.
