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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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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Make Podcast Ads Work for You: Design Your Best Campaign, Part 2

In part one of this section we explained how to set your objectives, refine your pitch and the importance of making your offer a “win-win-win.” In part two we’ll cover the last four steps for designing your podcast ad campaign. Step Four: Choose Your Audience The podcast audience is growing — and becoming more diverse. If you can define your target consumers, we will help choose shows that will do the best job of reaching…

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Make Podcast Ads Work for You: Design Your Best Campaign, Part 1

Designing your best podcast advertising campaign requires just seven easy steps for success. Today we’ll share the first three. Come back tomorrow for the next four. Step One: Set Your Objectives Success requires a goal, an objective, a destination. Podcast advertising success depends on defining what you want to accomplish. For most Direct Response advertisers, sales is the top objective. But success depends heavily on your sales funnel. Think about what that path to sale…

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