Tailored ads perform best for podcasts

Many brands don’t adapt their advertisements for the podcast medium, and it’s costing them stronger connections with consumers.

A new study by Acast suggests that brands get better results by using ads specifically made for podcasts, as opposed to reused radio ads.

To research attitudes towards different methods of advertising, 1,800 participants from the US, UK and Sweden were played an ad by the same brand, playing a 3D podcast ad, a regular podcast ad and a reused radio ad.

It’s no surprise that 3D podcast ads performed best.

3D podcast ads use spacial sound effects to create an immersive soundscape for listeners and had a much higher likability when compared to the reused radio ads.

Results showed that 60% of participants liked 3D podcast ads, 51% liked regular podcast ads and 47% liked brands reused radio ads. 

Message clarity was also twice as strong for the 3D podcast compared to the radio ad.

“This research overwhelmingly shows that listeners are craving a more creative and tailored experience from the brands that feature on their favorite podcasts,” said Jack Preston, Director of Acast Creative, UK and US.”

“As podcast advertising has evolved from host reads to sponsored stories to branded episodes and series, it’s now time for advertisers to embrace the creative opportunities in the medium by proactively and deliberately designing ads to suit the podcast format.”

View the study here.