Podcasts Deliver Purchase Lift and Strong Recall for Major National Brands

In 2018 Midroll commissioned and completed eleven podcast ad effectiveness studies from Nielsen, evaluating campaigns across eight major national brands. We found that podcast ads deliver significant lift in purchase intent, along with brand recall that outperforms digital display ads by as much as 4.4x. These results are summarized in a press release and infographic, below. We also completed case studies for two campaigns: one leading national consumer packaged good and one national soft drink…

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Podcast advertising generates up to 4.4x better brand recall than other digital ads

Nielsen studies commissioned by Midroll find blue-chip brands see significant increase in brand recall and intent to purchase after advertising on podcasts. NEW YORK CITY – Podcast advertising generates far better brand recall than other widely-used forms of digital advertising, according to findings from 11 Nielsen effectiveness studies. The Nielsen analysis was commissioned by Midroll, the advertising arm of podcast industry leader Stitcher, and represents the podcast industry’s largest aggregate releases of ad-effectiveness data. In…

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Conan O’Brien Is Coming to Earwolf and Midroll Nov. 19

You want Conan O’Brien to talk up your brand, right? Now we can make that happen. The late night veteran is launching a new podcast on November 19. You see, O’Brien realized he only ever hangs out with his own paid staff and one old friend from college. That’s why he needed to start a podcast, “Conan O’Brien Needs a Friend.” On each weekly episode he sits down for free flowing conversations with his favorite…

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Make Podcast Ads Work for You: Test and Refine Your Campaigns

Once you’ve measured some part or all of a campaign, now it’s time to put those learnings to work. Every successful podcast advertiser has realized that success over the course of multiple campaigns, discovering what works best and honing their approach. To do that you test, refine and repeat Test Repetition Is Key One spot, one time, on one show simply won’t generate the results you’re after. Listeners need to be introduced to your brand,…

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Make Podcast Ads Work for You: Measuring Your Campaign

Running successful podcast ad campaigns requires experimentation and adjustment. And just like a good science experiment, repetition is vital. Edison didn’t create a working light bulb the day he got the idea, so your campaign may need a couple of trials before you find the right groove. The first step in this process is to measure your campaign’s effectiveness, which is what we’ll cover in this post. In the following post we’ll tackle the next…

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