The efficacy of podcast advertising has been measured and documented for years. A new report from Signal Hill Insights promises a “fresh approach” to benchmarking the performance of podcast advertising.
The key method of this survey-based work was to establish a measurement of brand lift metrics. Four main components are defined:
- Familiarity (with the advertiser brand)
- Brand Rating (positive or negative impressions)
- Consideration (persuasiveness of the ad)
- Purchase Intent (asking respondents to gauge the likelihood of a brand purchase)
“Lift” can mean good recall of a brand, and/or likelihood of purchasing.
The survey method involved recruiting podcast listeners to listen to podcast content which includes a sponsor message, then answer follow-up questions about their perception of that sponsor and other companies in the same category.
The results break out audio and video podcasts separately; the lift metrics are similar. Video podcasts deliver slightly higher lift metrics.
There is also a breakout in advertiser type, with metrics that apply to podcast advertising of consumer packaged goods.
While the details are interesting, a quick overall takeaway from this relatively brief eight-slide graphic report is that brand advertising in podcasts works generally, with specific lift numbers representing how the respondents are grouped and whether the podcast is audio-only or with video.
The source document is HERE
