IAB expects podcast ad spend to reach more than $500 million in 2019, representing a growth of approximately 65% โโin just two years. For podcasts seeking advertisers, demonstrating the impact of podcast advertising is not just nice-to-have, but soon just need-to-have. Podcast download numbers can help advertisers understand which podcasts are popular, but they don’t tell brand managers about the impact their podcast ads are having on consumers.
All kinds of advertisersย worden serieus over podcast reclame.From major and well-known consumer packaged goods (CPG) brands to start-ups in the ever-evolving technology sector, they are all experimenting with podcast advertising. Why? Because they actively monitor podcast listener engagement and reap the benefits. In fact, many popular brands track the performance of their podcast ads, from brands with a whopping 69% top-of-mind awareness, to lesser-known brands with just 17% awareness.
Berdasarkan data dari hampir 50 studi khusus yang dilakukan oleh Nielsen selama 18 bulan terakhir, iklan podcast telah menunjukkan bahwa iklan podcast dapat mempengaruhi banyak data yang penting bagi pengiklan. Iklan podcast telah terbukti berdampak positif pada tujuan utama seperti meningkatkan kesadaran, pengingatan iklan, keterlibatan, rekomendasi, dan niat beli.
Unlike other media, host-read spots (commercial messages read by the presenter) are very common in podcasts. And as such, it’s important for brands to understand how well the ads are woven into the program’s content. Based on the studies conducted, Nielsen found that brands and podcasters are doing a good job of integrating ads into podcast content. 64% of respondents agree that they think the ad is a good fit with the podcast’s content. This is a great opportunity for brands to find shows that resonate with their audiences.
Sumber Daya Tambahan
- Agenda Konferensi ARF AudienceXScience
- ARF AudienceXScience Conference in New Jersey on April 16, 2019.
- Nielsen Podcast Insights, Q3 2017
- A Marketerโs Guide to Podcasting, Q1, 2018
- The Database Podcast: The Business of Podcasting
- Jika Anda Membuatnya, Akankah Mereka Datang? Memproduksi Konten Podcast untuk Membangun Basis Pendengar Anda, Q2 2016
Metodologi
Nielsenโs branded content testing suite has the ability to evaluate the advertising effectiveness of brand sponsorships in podcasts. Measurement focuses on three key areas of podcast sponsorships:
- Metrik corong pembelian seperti keakraban, rekomendasi, dan niat beli
- Daya ingat atau daya ingat terhadap iklan
- Atribut dan persepsi terhadap konten dan iklan
Penelitian ini memungkinkan kami untuk mengembangkan tolok ukur Efektivitas Iklan Podcast untuk memberikan rata-rata normatif kepada klien podcast Nielsen. Tolok ukur efektivitas podcast Nielsen memberikan panduan terarah untuk efektivitas kampanye individu dibandingkan dengan rata-rata Nielsen untuk pengingatan tanpa bantuan, pengingatan dengan bantuan, keakraban, afinitas, niat pembelian, niat rekomendasi, kecocokan merek, dan peringkat konten.
