如何在播客中有效广告投放：必知要点

HOW TOBE IN PODCASTS ‘MUST KNOWS’ FOR EFFECTIVE ADVERTISING Podcasts draw a passionate, leaned-in audience Given the unique listening experience of podcasts… R E S E A R C HG O A L A DS T R A T E G I E S •Ad Length•Music•Voiceover Tone•Contextual Alignment Provide marketers withclear guidance foradvertising inpodcasts ResearchOverview M E T H O D O L O G Y B R A N D S Ad effectiveness testing, leveragingexperimental design, amongst anonline panel of podcast listeners Test or control ads served in a widerange of podcastsPost-exposure survey measuringimpact on brand KPIs Total N=3,091 The testing framework Creative strategies tested via experimental design A DL E N G T H M U S I C V O I C E O V E RT O N E C O N T E X T U A LA L I G N M E N T Same ad,aligned with contextuallyrelevant content Same ad,with different types of music Same ad,with different voiceover tones Same ad,shorter or longer versions DOESAD LENGTHMATTER? Creative Strategies:Short vs. long audio ads Longer adscreate morememorableexperiences,especially withpotential newcustomers Impact on Aided Ad Recall,By AudienceDelta (% Exposed–% Control) H a v e n ’ tP u r c h a s e dB r a n dB e f o r e In fact, podcastaudiencesappreciate theamount of info inlonger ads Ad Perception, AmongTotal Audience% Strongly/Somewhat Agree Brands can consider leveraging longer ads, especially whenad attention is highest While attention to ads is high throughout the day, peaks occur duringcommute times WHAT KIND OFMUSIC, IF ANY,SHOULD AUDIOADS INCLUDE? Creative Strategies:Mellow music vs. upbeat music Whether focused on the short-or long-term objectives,music tempo makes a difference Impact on Persuasion Metrics, Among Total AudienceDelta (% Exposed–% Control) Upbeat musicinfuses excitementand energy into theinfo beingconveyed E n e r g i z e dI n f o It was cheery andknowledgeable. She had a cheerful voice whichlifted my mood. Why Ads With UpbeatMusic Are Preferred It was elaborated more then therest and I felt like there wasmore energy. Narrative was excited, moreenergy. The background music…wasmore riveting and more in linewith the mood of the podcast soit was my favorite ad. It's more exciting and morecompelling. It was presented in a moreexciting manner. I liked the music in thebackground, and it was easy tofollow. WHATSHOULD THETONE OF THEVOICEOVER BE? Creative Strategies:Mellow vs. upbeat voiceovers In podcasts, ads with a mellow voiceover capture attentionand are easier to follow Ad Perceptions, Among Those In-Market for Product% Strongly/Somewhat Agree Listeners saymellow voiceoversare a more naturalfit with podcasts F i tw i t hP o d c a s t N a t u r a l Why Ads With Mellow VoiceoversWere Preferred It went well with thepodcast Because it was moremellow like thepodcast The tone was morerelaxed It's the lift in her voiceduring the first ad. It istoo excited whenplaced with such aserious podcast story. The voice was morecalming The spokespersonstone goes better withthe podcasts tone The person in ad hada much softer voicewith a calmingpresence The softer version leftme more interested inthe message. It feltmore respectful, too Ads with a mellow voiceover are moreeffective across branding KPIs Impact on Brand Metrics, Among Those In-Market For ProductDelta (% Exposed–% Control) WHAT ROLEDOESCONTEXTUALALIGNMENTPLAY? Creative Strategies:Contextually aligned with podcastgenre vs. not Contextual alignment comparisons A nE x a m p l e C O N T E X T U A LA L I G N M E N T The strongest driverof how peopleperceive ads hasnothing to do withthe ad at all The biggest impact in ad performanceis not the ad itself, it’s the content thatsurrounds it Impact on Ad Opinions, AmongTotal Audience Deltas -Contextual Alignment (% Aligned-% Not Aligned)-Music (% No Music-% Any Music)-Voiceover (% Mellow-% Upbeat)-Ad Length (% :15-% :30) Contextualalignmentamplifies adperformance Impact of Contextual Alignment,Among Total AudienceDelta (% Exposed-% Control) Brands shouldcarefully considerall aspects ofpodcast ads Most aspects of the ad resonateas much as the product itself(except music)–all whichadvertisers can easily tweak Aspects of Podcast Ads thatResonate Most-% Selected Creative strategies foreffective podcast ads