July 27, 2023
As interest rates rise, advertisers face tighter budgets and more pressure to deliver ROI. Marketers are under pressure to prove that ad investments generate results. Investing in media that is proven to have a positive impact on sales is critical to a successful marketing plan.
A recent study from Sounds Profitable on podcast advertising, The Medium Moves the Message, looked at top podcast advertisers and how their advertising impacted various marketing metrics compared with top advertisers across other mediums. The goal was to analyze which mediums had the highest impact at different stages of the customer acquisition journey.
The results proved that podcast advertising drives top funnel metrics. When measuring Awareness (if consumers had heard of the brand) and Favorability (if consumers had a positive opinion of it), podcasts had a 75% higher lift than any other medium the study measured.
But when looking further down the sales funnel, podcasts had an even higher impact. The survey measured how different mediums impacted consumers’ consideration of buying from a brand, and podcasts had a 200% higher increase than any other medium. And when measuring how each medium impacted actions taken in response to an ad, podcasts had a 166% higher lift than any other medium.
These results show that while podcasts can have a positive impact on your marketing efforts at every stage of the sales process, they’re especially effective at encouraging listeners to consider your brand, take action, and potentially become your next customers.
Podcasts are in demand, hosts are trusted and listeners are engaged and influential when it comes to brand messages they hear on their favorite shows. If you are looking for new ways to get the most out of your advertising budget, podcast advertising could be right for you.
The Soundrise team has years of experience forming successful partnerships between brands and creators. No matter the genre, the shows in the Soundrise portfolio feature the highest-quality storytelling, brand safety, and unmatched engagement with over 9 million loyal listeners each month – generating tune-in at scale.
Contact us to optimize your media mix with shows from Soundrise.
