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We’ll Be Right Back

We’ll Be Right Back

Creative Execution of Podcast Advertising, Part Two

By Tom Webster

October 5, 2022

Sponsored by

Last month, Sounds Profitable released After These Messages, a significant new study examining the relative effectiveness of three different executions of the same ad, with a sample of over 1,000 weekly podcast listeners who listened to the various ad treatments in the context of a show. This study not only measured the appeal of these different executions, but also the differential impact of each on common brand measures such as recall, willingness to consider, intent to research, and other metrics related to the brand and category.

That study contained significant new findings for the podcast industry, but we didn’t have room to include everything we learned! Sounds Profitable is therefore pleased to present the “sibling” to After These Messages, We’ll Be Right Back. This addendum to the main study features new information on demographics, messaging, branding, and even the use of promo codes.

Both studies were designed by podcast and research industry veteran Tom Webster, in partnership with Edison Research, and will be seen as important new resources for publishers and brands.

Download the complete presentation here

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Sound You Can See: Podcasting’s Video Dilemma

For the first time, more podcast listeners say that they have watched a podcast in the last 30 days than have listened to one. Yet, simply popping your pod on YouTube is likely to fail. So, what are podcasters to do? Sound You Can See dives into consumer perceptions of podcasts on video — and how they continue to drive the future of this medium. The study examines differences in perceptions between video primaries and audio primaries, from preferred topics and genres to the surprising demographic that “listens” to more than half of their podcasts on YouTube. We will also look at when podcast consumers choose one over the other.

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