The article, Effective Podcast Ads Help Drive More Brand Business, compiles aggregate results across nine studies conducted for seven well-known national brands. Six of these are Fortune 500 brands. Their findings highlighted:
- 50% of listeners exposed to an ad within a podcast clip could recall the brand advertised, unaided. This outperforms nearly every form of display ad, including IAB Rising Star formats.
- 71% of listeners exposed to an ad said they were likely to buy the product advertised. This constitutes an average lift of 8% compared to a control group. This control group heard the same clip, but were not exposed to an ad.
If this doesn’t convince you how effective podcasting ads are for your brand, you can check out an article I wrote that touches on podcast ads.
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Original Medium: EFFECTIVE PODCAST ADS HELP DRIVE MORE BRAND BUSINESS (Article)