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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Effective Podcast Ads Help Drive More Brand Business

Podcasts have been long associated with the direct response advertisers who first invested in the medium and helped prove it out. You may be surprised to learn, then, that brand campaigns now constitute half of Midroll’s podcast ad revenue in 2018, splitting the total evenly with direct response campaigns. That’s according to Korri Kolesa, SVP of Sales and Partnerships, who revealed this fact during a webinar co-presented with RAIN News on September 13, “The Power…

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Madison Reed Finds Influencers, Customers & Sales with Podcasts

Sometimes you find influencers – and even customers – outside your target demo. And that’s a good thing. Podcasts helped one company find a new demographic, and drove sales more efficiently than radio. When online hair color company Madison Reed started its first podcast ad campaign, the company’s VP of Growth Marketing, Aaron Driver, wasn’t optimistic. With just one product – a salon-quality home hair color free of ammonia and PPD – the company’s target…

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Talenti’s Delicious Details Stick with Podcast Listeners

Can you imagine: Just how many raspberries does it take to break the machine that makes your favorite sorbetto? That’s the image the hosts of “Gastropod” and “Spilled Milk” asked listeners to picture in their mind, as they extolled the virtues of the fresh ingredients inside every container of Unilever’s Talenti brand of gelatos and sorbettos. They asked listeners questions, like: Did they need to use so many raspberries in their Roman Raspberry Sorbetto that…

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Podcasts Deliver Soy Vay’s Story with Impact

Being the most popular Asian marinade in the U.S. doesn’t mean there still aren’t masses of potential converts out there seeking unique flavors to make every ingredient more yummy. That’s why Clorox’s Soy Vay brand turned to podcasts. “While we have a great base of loyal Soy Vay fans–and are the #1 Asian marinade–we’re still very much in a place of introducing people to the brand and our great tasting sauces and marinades,” said Molly…

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