In its latest study of podcast advertising effectiveness, audio measurement company Veritonic compared the efficacy of podcasting with TikTok, Facebook, and Instagram. “Podcast ads are winning,” is the conclusion. The result derives from a July survey of consumers who listen to multiple podcasts per month.
The survey examined various facets of consumer behavior, including the timing of purchases, preferred promotional incentives like discounts and free shipping, as well as device preferences when engaging with podcast ads — whether through smartphones or desktop computers.
On that last point, Veritonic discovered a bias toward making purchases based on a podcast ad from a computer rather than a phone — 46% or responses favor computer buying; 39% prefer buying fro a phone.
On the crucial comparison of podcasting’s efficacy compared to other advertising channels, the graphic below tells the story:
Other findings concern timeliness, and the relative values of different promos — discount codes, free shipping, and buy one, get one deals.
For the complete and detailed infographic, go HERE.
