In Part 3 of its survey series The Advertising Landscape, podcast advocacy and advisement company Sounds Profitable sought to discover what advertising characteristics, attributes, and topics create a bond between listeners and sponsors. That bond could be manifested by a purchase, or a feeling of effectiveness, or writing down a promo code, or discussing an advertised product with others. Survey participants were also asked about ad effectiveness generally.
Nine ad formats are in play in this study, with ad-supported podcasts holding the #2 spot. (Social media is #1.)
What makes an ad effective to this survey cohort? “Price Sensitivity” is the #1 reply among the choices provided. “Personal Needs & Preferences is #2. Brand trust is way down the slide:
The meatiest part of this presentation (which received a brisk run-through by Tom Webster in a public webinar) lies in the final six slides, which, as a group, could be called the “Actions Taken” slides. The goal was to discover which promotional hooks work, across 22 media types. Podcasting is at the top of each “What actions have you taken” survey.
Here are the potential actions which Sounds Profitable asked about:
- Discussed the product with others
- Wrote down a promotional code
- Took a screenshot or picture
- Searched for more information about the brand
- Visited the brand’s social media
- Made an immediate purchase
Without reproducing all six slides (download the deck HERE), we can report that ad-supported podcasts is the clearly dominant ad-supported media type when it comes to activating listeners. And of the follow-up actions suggested by the survey (the list above), “Wrote down a promotional code” is the decided leader, with 33% of respondents cliaiming that action.
Again, the 16-page PDF is recommended, HERE.
