Audio analytics powerhouse Veritonic has released a concise survey report which presumes to tell marketers how to improve their podcast advertising. It’s not a scold; it’s a guide based on insights culled from hundreds of U.S. podcast listeners in November.
“Not all podcast ads are created equal. To truly maximize ROI, brands must embrace audio as a core part of their strategy while continually refining and optimizing their creative to ensure it resonates with listeners.” –Veritonic
From this work Veritonic has culled nine directives to make more effective podcast ads. They are below, with percentages of agreement. We don’t know whether Veritonic provided these choices, or they were volunteered by the respondents.
- Make ads more relevant to the podcast content (37%)
- Use engaging storytelling techniques (27%)
- Shorten ad length for quicker messages (35%)
- Incorporate humor or entertainment to capture attention (33%)
- Use host endorsements for authenticity (20%)
- Provide excluse offers of discounts for podcast listeners (32%)
- Enhance audio quality and sound design (15%)
- Integrate ads more seamlessly ino the podcast content (27%)
- Create visually appealing companion content for social media (16%)
“Brands must move beyond guesswork and leverage data to refine their creative for maximum ROI,” Veritonic asserts. “Brands should avoid treating podcast ads as a one-size-fits-all solution and instead focus on the unique elements of the medium, optimizing their creative accordingly.”
There’s more to this; get it HERE.
