IAB expects podcast ad spend to reach more than $500 million in 2019, representing a growth of approximately 65% in 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 advertisers 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.
Com base em dados de quase 50 estudos personalizados realizados pela Nielsen nos últimos 18 meses, a publicidade em podcast mostrou que pode influenciar muitos dos dados importantes para os anunciantes. A publicidade em podcast demonstrou ter um impacto positivo sobre os principais objetivos, como o aumento da conscientização, da lembrança do anúncio, do envolvimento, da recomendação e da intenção de compra.
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.
Additional Resources
- Agenda da Conferência ARF AudienceXScience
- ARF AudienceXScience Conference in New Jersey on April 16, 2019.
- Nielsen Podcast Insights, Q3 2017
- Guia de podcasting para profissionais de marketing, Q1, 2018
- The Database Podcast: The Business of Podcasting
- If You Create It, Will They Come? Producing Podcast Content to Build Your Listener Base, Q2 2016
Metodologia
Nielsen’s 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:
- Métricas do funil de compras, como familiaridade, recomendação e intenção de compra
- Memorização ou lembrança dos anúncios
- Atributos e percepção do conteúdo e da publicidade
Essa pesquisa nos permitiu desenvolver benchmarks de eficácia de anúncios de podcast para fornecer médias normativas aos clientes de podcast da Nielsen. Os benchmarks de eficácia de podcast da Nielsen fornecem orientação direcional para a eficácia de campanhas individuais em comparação com as médias da Nielsen para lembrança sem ajuda, lembrança com ajuda, familiaridade, afinidade, intenção de compra, intenção de recomendação, adequação à marca e classificação de conteúdo.
