CASE STUDY
Evaluating Brand Lift on a Podcast Network Buy.
Problem
A marketing association wanted to measure the impact of an advertising campaign across multiple podcasts.
Solution
A pre-campaign study was first conducted to establish baseline numbers using a call-to-action on participating podcasts. As the campaign ended, another call-to-action was run on participating podcast networks. Brand lift was measured by comparing attitudes of those who responded to those of the pre-campaign sample.
Outcome
The organization ranked 2nd for top-of-mind recall of podcast brands, ahead of many consistently large podcast advertisers. Agreement with one of the two brand statements reflecting the campaign objectives was significantly higher in the post-campaign sample.
