PodcastOne, an ad-supported podcast network, revealed the results of studies that found podcast advertising has a positive impact on brand recall, purchase intent, and recall of specific messaging.
With Edison Research, PodcastOne conducted three separate studies of pre- and post-campaign brand lift for podcast advertisers over the last half of 2016, testing five national consumer brands across five different product and service categories.
These studies showed that podcast audiences were receptive to brand messages, and showed an increased willingness to consider and/or purchase those brands.
Other key findings include:
--Over 60% of listeners mentioned a specific grocery brand post-campaign, up from 7% among listeners in the pre-study.
--Unaided product awareness increased from the pre-study to the post-study by 47% for a financial services product, by 37% for an automobile aftermarket product, and by 24% for a lawn and garden product.
--In the post-study, over one-third of respondents had a “very favorable” opinion of an auto aftermarket product, up from 18% in pre-study. In the post-study, 22% said they were “very likely” to consider using a lawn and garden product, up from 16% in the pre-study.
--Awareness of a specific campaign message for an auto aftermarket product increased by 60% from the pre-study to the post-study, and for a casual dining restaurant by 76%.
Some of these brands were well-known, but launching new messaging, while others were lesser-known brands looking for increased awareness and trial.
In all cases, online surveys of the audiences of several leading podcasts were conducted before the podcast advertising campaigns ran, and again after each brand had run four to six weeks' worth of ads on those podcasts, using the same methodology in each case.
“Our core focus has always been to independently verify that the podcast format provides enhanced brand impact well beyond traditional advertising formats,” stated PodcastOne Founder and Executive Chairman Norman Pattiz. “These results further validate our mult-tiered approach to integrated advertising and measurement.”