Podcasts Move The Needle On Key Ad Metrics

Are podcasts an efficient place for marketers to spend their increasingly diversified budgets?

New research from Nielsen suggests they are. 

At the Advertising Research Foundation’s AudienceXScience event, held in Jersey City Tuesday, Nielsen will present new data around podcast advertising, suggesting it is an effective medium for advertising messages.

Nielsen found that podcast ads have been successful in driving key business metrics, including brand awareness, ad recall, affinity, recommendation and purchase intent. Nielsen says the data comes from more than 50 custom studies conducted over the past 18 months.

The research found that the ad format that is most popular on podcasts — the host read — is well-understood by both marketers and consumers. Nielsen found that 64% of respondents said they agreed when asked if the ad was a good fit for the podcast measured.

With podcast advertising projected to surpass $500 million this year, according to the IAB, the format has become one of the fastest-growing places for marketers seeking to develop a closer relationship to consumers.

Still, measurement around podcasts is nascent, with a few efforts from NPR, the IAB and even Apple seeking to provide more granular data around who is listening and when.

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