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What Makes a Podcast Ad Effective?
Brian Hughes – EVP, Managing Director, Audience Intelligence & Strategy, MAGNA
Arica McKinnon – VP, Campaign Analytics, Nielsen
Podcasts offer strong value for advertisers as the result of the growing amount of content, audience diversity and high engagement levels, including increased brand recall. Opportunities for monetization of podcast ads have increased and MAGNA expects U.S. podcast ad revenues to reach $2.4 billion in 2023. Brian Hughes of MAGNA and Arica McKinnon of Nielsen shared the results of a podcast advertising effectiveness study and presented the best practices that increased the effectiveness of these ads, overall, and for CPG, automotive and retail brands, specifically. The study measured the impact of podcast advertising on key brand lift metrics utilizing an online panel, controlled exposure methodology and a post survey. These results were then compared to Nielsen’s Podcast Norms.Key Takeaways
- Podcasts provide reliable lifts on key brand metrics, including familiarity, affinity, information-seeking intent, purchase intent, recommendation intent and aided awareness, but fine-tuning can create even more value.
- Longer creative generally drives higher lifts, but 35 seconds to a minute ads strike the right balance between results and the listener experience.
- More brand mentions drive better results.
- Host read ads are better for building awareness and driving search.
- Custom content enables brands to build awareness due to strong recall.
- Pre- and mid-roll placements show comparable lifts, while post-roll has a clear disadvantage.
- Podcasts can drive positive results for CPG brands across the funnel.
- Auto brands can use podcasts to build awareness and affinity. Sports podcasts are a good fit for auto brands.
- Podcasts work well to build awareness and affinity for retail brands.
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