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.
Aarti Bhaskaran – Global Head of Ad Research & Insights, Snap Inc.
Kara Louis – Group Research Manager, Snap Inc.
Brands looking to connect with Gen Z should:
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
On September 12, the ARF and Adelaide co-hosted an event to deepen understanding around how attention metrics work, how to utilize them and the nuances of their application to media and advertising quality measurement. Attention Economy experts from Adelaide, Anheuser-Busch InBev, the ARF, The Attention Council, Havas Media Group, OMD USA, Realeyes and TVision hosted shared presentations and held focused discussions on how attention metrics can optimize the match between media placement and consumer targets, improve creative testing and overall campaign outcomes, and more.
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MSI’s Earl Taylor moderated a panel discussion regarding art and science in ad creative. The diverse panel of industry leaders provided feedback, commentary and viewpoints on a variety of topics presented on day two of AUDIENCExSCIENCE 2022. Areas of discussion included category disruption, ad currency, drivers of interactive video, opportunities from disruption and ad length effectiveness.
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What spot length works best? Audacy partnered with Veritonic to compare frequent radio listener responses to 15, 30 and 60-second ads across multiple categories such as auto, financial, retail and professional services to address this frequently asked question. Jenny Nelson (Audacy) and Korri Kolesa (Veritonic) presented the results of this study, which were measured by Veritonic’s audio score components such as attribute score, intent score and engagement score. This survey-based study of a panel of 2,400 radio listeners pointed to a variety of recommendations, such as initiating multiple 30-second ads instead of fewer 60-second ads, testing creative before launch and deploying a total audio strategy to reach omnichannel listeners.
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Scholars and practitioners in recent years have grappled with the potential and limitations of six -second ads. A new study clarifies those constraints and offers actionable strategies in various stages of the creative process, to help advertisers boost the effectiveness of short, online video ads.
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TV commercials are getting shorter and shorter, mimicking their digital counterparts, but how good are they at capturing viewers’ attention? ARF research comparing the effectiveness of more than 3,000 short-form TV advertisements found that what drives visual attention to :06s differs from the drivers for :15s and :30s.
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