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.
根据尼尔森在过去 18 个月中进行的近 50 项定制研究的数据，播客广告已显示出它可以影响对广告商很重要的许多数据。播客广告已被证明能对关键目标产生积极影响，如提高知名度、广告回忆率、参与度、推荐度和购买意向。
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
- ARF AudienceXScience 会议议程
- ARF AudienceXScience Conference in New Jersey on April 16, 2019.
- 尼尔森播客洞察, Q3 2017
- 营销人员播客指南, Q1, 2018
- The Database Podcast: The Business of Podcasting
- 如果你创造了，他们会来吗？制作播客内容以建立听众群, Q2 2016
方法
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:
- 购买漏斗指标，如熟悉度、推荐度和购买意向
- 广告的可记忆性或可回忆性
- 内容和广告的属性与感知
这项研究使我们能够制定播客广告效果基准，为尼尔森的播客客户提供标准平均值。与尼尔森的平均值相比，尼尔森播客广告效果基准在无助回忆、有助回忆、熟悉度、亲和力、购买意向、推荐意向、品牌契合度和内容评级方面为单个广告活动的效果提供了方向性指导。
