🚀Audio Ads More Memorable Than Billboards, Study Shows
Enhancing Podcast Experience: Spotify's Comment Feature
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👋 Hey there, I’m Miguel and welcome back to Podwires.
We're so excited to dive into today's edition! But before we do, we want to wish our amazing Editor-at-large Miko Santos a very happy birthday. Happy birthday, Miko!
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🔥Enhancing Podcast Experience: Spotify's Comment Feature
🚨 Podcast Insight: Audio Ads More Memorable Than Billboards, Study Shows
🌏 Podcast Elsewhere: Wondery, one of the big firms in podcasts and entertainment from Amazon, has stated an exclusive distribution and ad-sales deal for Armchair Expert with Dax Shepard
🌋 Take a Quiz : Are you ready to start creating innovative podcasts?
🛠️Podcast Events & Toolbox -
🔥Personalized Dynamic Ads: A New Era for Brand Advertising
Media spending in the UK has shifted to digital channels, with the greatest part going to social media and online video content. However, many brands struggle to put these channels to good use due to cookie-based targeting, along with easily accessible metrics, churning out repetitive and off-putting ads that cause over three-quarters of consumers to disengage.
The Study Highlights
A study of a million ads finds that brands are making more personal, dynamic campaign executions with privacy-compliant contextual and opted-in data in ways that set future directions toward improving digital ads and ROI. Spending on digital ads rose 12.7% last year despite being in the middle of a pandemic. Digital audio advertising is currently under-indexed across digital channels; it therefore represents untapped potential and new avenues for brands to realize. Research has shown that consumers find too much repetition of ads a source of irritation. The brands should, therefore, focus on keeping ad elements interesting and exciting to avert ad fatigue. Noted also are contextual and first-party data that can be used in personalization while protecting data privacy. A study reveals 53.3 percent of consumers—consumers prefer personalized ads relevant to their current situation. Dynamic ads in the UK are powering brands to change dynamically their creative due to the activities and experience of consumers.
The Data and Sources :
A Million Ads conducted interviews with 300 marketers—150 from the US and 150 from the UK—about their ideas and practices regarding personalisation and dynamic advertising in partnership with the research firm Attest.
Why this matters:
That epitomizes the power of personalization in digital advertising. Full leveraging of the opportunities given by digital channels will give all advertisers a chance to run more engaging and effective campaigns, which their target audiences will be receptive to.
Our Take :
In this regard, producers of podcasts are of the opinion that personalization is not a trend but digital advertising success. Personalization deepens the relationship between brands and consumers, improving campaign results.
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🚨Audio Ads More Memorable Than Billboards, Study Shows
Veritonic, an audio and podcast ad company, polled hundreds of podcast listeners around the country to compare their view about audio advertising against other channels like outdoor, display, social, and video ad options.
Revelations:
Results showed that more than half of the consumers remember advertisements through audio and podcasts more than on billboards; 49% of the consumers remember the ads more through audio and podcasts as opposed to display ads; 48%, more on audio and podcast ads compared to video ads; and 33%, ads on audio and podcasts more than on social media.
The study indicates that 51% of all consumers surveyed prefer audio and podcast ads over display ads, while 40% of consumers prefer them to social media advertisements. Moreover, 54% of the consumers will go for audio ads over billboard ads, 48% will prefer them over display ads, 45% over social media ads, and 35% over video ads. This pertains to the frequency of audio ads: 53% of consumers said this helped them remember the brand or service being advertised, while 55% got very irritated by hearing the same ad three or more times a day, and 36% believed that doing so reduces their purchasing propensity by a considerable degree.
Why is this important?
It is this information that a business needs to know consumer preference and to optimize advertising strategies. By engaging in audio ads and ad frequency, companies can ensure an effective way of reaching their target audience, thereby maximizing marketing impact.
Our Take :
It is, therefore, businesses must consider these preferences as they begin designing how to construct the most potent advertising strategies for them, making sure that they answer better and engage with their audience; what this means is that using audio ads and using frequency management efficiently will really enhance brand recall and conversion rates for companies.
An innovative audio advertising framework is presented by Barometer, a contextual AI engine redefining contextual targeting and brand suitability, and Audiohook, the audio industry's leading independent ad platform. This alliance's brand suitability definitions will clarify and standardise podcasting brand standards.
Everyone Knows That: The Search for Ulterior Motives is a new podcast by creator Josh Chapdelaine (CEO of Lost Media, Associate Director of the Media Studies MA at CUNY Queens College) that investigates the internet’s favorite lost song: “Ulterior Motives,” known widely online as “Everyone Knows That.”
Wondery, one of the big firms in podcasts and entertainment from Amazon, has stated an exclusive distribution and ad-sales deal for Armchair Expert with Dax Shepard.
Send press releases to editor@podwires.com. Editorially, we may rewrite headlines and descriptions.
🎧 The Power of Brand Podcasting : Lesson with Lower Street Media
In this episode of That Podcast Exchange host Miko Santos interviews Harry Morton, the founder and CEO of Lower Street, an award-winning global podcast agency for brands. Harry shares valuable insights on creating successful branded podcasts, understanding target audiences, and measuring podcast ROI.
In this episode, we cover:
Success in podcasting industry.
Standing out in crowded market.
Understanding brand identity and audience.
Focusing on specific target audience.
Having a clear point of view.
Understanding uniqueness in podcast ideas.
Engagement rate and completion rate.
Building a successful podcast.
WONDERY is looking to hire a Marketing Associate, Wondery DE, Wondery Podcasts
WONDERY is hiring a Managing Producer
Reuters is looking for an experienced Podcast Producer
July 14, 2024 : Podcasts & Pizza Chicago Audio Makers - Chicago
July 28, 2024 : Black Podcasters Association Summer Social - Brooklyn, NY
August 19-22: Podcast Movement 2024 - Washington, D.C.
September 3: Podcast Day Asia - Kuala Lumpur, Malaysia
September 2 - 4 : Radiodays Asia 2024 - Kuala Lumpur, Malaysia
Visit podworks.io to post your upcoming events or job openings for free.
Survey Finds Only 1 in 4 Indies Monetize Their Podcast, according to Katie Paterson from the Podcast Host
An interesting article titled “ What do Podcast Do for your Brain?” written by Lindsay Jarris Friel
What is Podcasting 2.0? And why should I care? Matthew McLean explained it to us.
Do we, as podcasters, do enough to bring new listeners into the medium? Katie Paterson explained this in her article this week.
Managing People to Managing Productions: A How to Guide for Editors and Producers with Mia Lobel $335 Class Starts: Sep 9
How to Pitch Podcast Executives and Get Your Show Made with TJ Raphael $335 Class Starts: Sep 9
From Idea to Launch: How to Create a Sustainable Podcast with Laurel Morales $335 Class Starts: Sep 17
Telling Vulnerable Stories with Ronald Young Jr. $370 Class Starts: Oct 2
Turning Dense Information Into Great Stories with Lewis Wallace $335 Class Starts: Oct 3
From Topic to Story: How to Find Characters and Narrative Arcs to Draw in Listeners with Sarah Esocoff $370 Class Starts: Oct 7
Body-Ody-Audio: How to Make Sensorial, Visceral Audio with Kristina Loring $370 Class Starts: Oct 8
Be So For Real: Interview Training for Producers, Hosts and Editors with Dom French $370 Class Starts: Oct 30
Fact Checking 101 with Jeanette Beebe $370 Class Starts: Nov 4
Mind Your Business: Podcast Monetization with Annalise Nielsen $335 Class Starts: Nov 5
Introduction to Story Editing with Willow Belden $335 Class Starts: Dec 2
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Welcome to the Podcaster Toolbox, a crowd-sourced resource for independent, DIY, and/or beginning home-based podcasters.
The Kangaroofern Media Lab team will review the resources submitted here and add them as soon as possible to the Podcaster Toolbox.
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🎚️ Riverside is your online studio for high-quality podcast and video recording and editing.
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From The Team
📖 I appreciate you taking the time to read! See you in the next issue. Got a question or criticism? Just click on Reply. We can talk while we are here.
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