After surveying hundreds of monthly U.S. podcast listeners, audio measurement specialist Veritonic derived nine insights about what makes podcast ads effective. The company calls these “valuable insights on how brands can refine their audio strategies to better capture attention and drive results.”
We don’t doubt the insightfulness of the outcomes. But at the same time we can’t help observing that none of the insights presented in this survey garnered majority agreement; in fact the most resonating insight captured only 37% agreement.
Nonetheless, the two main points are articulated this way:
- Not all podcast ads are created equal
- Brands must embrace audio as a core part of their marketing
Below is our condensation of the nine insights presented by Veritonic’s study. The official release (which is HERE) fleshes them out with bits of description.
- Make ads relevant to the podcast content
- Tell a story
- Keep it short
- Be funny
- Get the host to endorse
- Offer discounts
- Good audio and sound design
- Integrate ads into content
- Make companion content for social media
The list of suggestions above is derived from Veritonic’s survey of podcast listeners. Very interestingly — for a list of top learnings — not a single one garnered more than 37% agreement. The whole list ranges from 15% to 37% agreement from listeners.
