Facebook, Google and the like have changed a big part of the conversation around buying and selling advertising. At some point as you negotiate the ad buy, the agency or advertiser will say: “We need a Brand Lift Study.” That hasn’t typically been an easy ask for podcasts. With a lot of listening happening outside […]
Part of the podcast explosion of the past few years has been the rise of branded podcasts. Done right, branded podcasts can be incredibly powerful. Not only do podcasts reach young, affluent consumers who favour ad-free content, but no other form of content marketing can deliver the deep engagement of podcasting and keep the audience
3 Lessons We’ve Learned from Top-Testing Branded Podcasts Read More »
Over the past few decades, audio has been used mainly as a tactical tool to drive immediate sales. And for some very good reasons. Radio serves as the last mile in reaching drivers in their cars or trucks who are about to make a purchase. Meanwhile, direct-to-consumer brands have had great success with host-read ads
Hear That? It’s the Sound of Audio Building Brands Read More »
Conducting Brand Lift Studies for podcasts can be a challenge. It can be difficult to catch listeners ‘in the wild’ to see if your campaign is moving the needle on awareness, consideration or brand perceptions. But it also provides an opportunity. At the heart of the challenge is the magic power that makes podcasts so
Brand Lift Studies for Podcasts: The Controlled Exposure Approach Read More »
Working on brand lift studies for audio I am often reminded of David Ogilvy’s complaint in Confessions of an Advertising Man that some marketers use research “as a drunk uses a lamppost—for support rather than illumination.” That quote goes back nearly 60 years now to the Mad Men era of advertising, but the point may
Using Brand Lift Studies for Illumination as well as Support Read More »
As we’ve been working on brand lift studies for radio, podcasts and music streaming lately, I’ve found myself thinking about my trips to art galleries. Sometimes, a gallery visit can be like taking an art history course. You can start by seeing what was valued by an ancient culture through their sculptures or pottery. Then
Brand Lift Studies: Seeing the Full Picture Read More »
It’s one of those COVID things. Since the pandemic closed all the gyms, my wife and I have been taking morning walks around our neighborhood to stay active and get some fresh air. Most days, we walk past a transit shelter poster frozen in time since January, blaring “Auténtica Cuba.” With COVID putting the brakes
What You Can’t See Can Help You: The Hidden Value of Brand-Building Read More »
Branded podcasts are flipping the script on the publisher/advertiser relationship. They have quickly gained traction—and big budgets—from Content Marketing departments looking for new and deeper ways for brands to engage with their customers. What’s less clear is how you can tell if your branded podcast is delivering full bang for those bucks. The challenge is
How Can You Tell When Branded Podcasts are Working? Read More »