Audio analytics and research platform Veritonic has delivered a concise and punchy graphical rationale for podcast advertising. (It’s available HERE.) hThe presentation emphasizes three main points.
Power
For any advertisers or agencies which haven’t yet got religion about podcast advertising, Veritonic boils down the muscle of podcasts with three key metrics:
Influence: 29% of listeners are likely to purchase a product after hearing a podcast ad.
Memorability: Podcast ads are more memorable than other formats (TV and social media are specified), according to 40% of listeners.
Conversion: 57% of listeners visit a brand’s website after hearing an advertisement, and 28% of listeners follow through with a purchase.
These very fresh metrics (and those below) are based on a survey conducted by Veritonic this month (November), and represent consumers who listen to podcasts more than once per week — a high level of engagement.
Maximizing Impact
So podcast ads work, we learn above. How can advertisers make them work best? Veritonic lays out three key steps:
Creative testing: What works best — produced spots? Host reads? Veritonic divulges tha 32% of weekly listeners are drawn to jingles.
Optimization for engagement: Don’t slough off on production detail, is the message here. Script, tone, timing, delivery are all crucial.
Performance measurement: Not always as straightforward as one might imagine, Veritonic warns. Brand lift, listener recall, and purchase intent asre three critical evaluations.
The Future of Audio Advertising
Veritonic’s final message in this missive is future-gazing and uplifting: “Audio advertising is set for significant growth, offering brands a unique opportunity to build connections and drive conversions.”
This three-slide presentation is concise and informative. Get it HERE.