The personal experience that podcast listening has become for millions of Americans is typically marked by headphones, a quiet space, and deeper connection with the hosts and subject matter than is often seen for other media. It is no surprise then that a newly released survey by Veritonic shows podcast listeners are far more likely to remember what they hear than what they recall from other ad formats.
The survey finds that 60% of consumers remember audio and podcast ads more than they remember billboards. Nearly half (49%) remember audio and podcast ads more than they remember display ads, and 48% remember audio and podcast ads more than video ads. And the survey shows a third remembers audio and podcast ads more than social media ads.
The result is audio and podcast ads have a big influence on purchase intent. Veritonic says its survey finds 51% are more likely to purchase from an audio and podcast ad than a billboard ad, and four in ten are more likely to buy from an audio and podcast ad than a social media ad. Audio also has an advantage over display ads, with 38% more likely to purchase from an audio and podcast ad than a display ad. And 34% are more likely to purchase from an audio and podcast ad than a video ad.
“If your brand is prioritizing investments in outdoor, display, social, and video ads over audio, it’s time to reassess your media strategy,” Veritonic says in a summary of its findings.
The survey, which was conducted in June, also asked consumers about how often they hear podcast and audio ads. The results show 53% report being unbothered by hearing the same audio ad twice in one day, saying the repetition helps them remember the brand or service more. That said, Veritonic says there is also a ceiling. More than half (55%) of consumers surveyed said hearing the same audio ad three times or more in one day is annoying, and more than a third (36%) say they are less inclined to purchase from an audio ad that’s heard more than three times in the same day.
Among some of the survey’s other findings:
54% of consumers prefer to learn about new products and services from audio ads versus a billboard ad.
48% prefer to learn about new products and services from audio ads versus a display ad.
45% prefer to learn about new products and services from audio ads versus an ad on social media.
35% prefer to learn about new products and services from audio ads versus a video ad.
30% report the audio and podcast ads they hear have an impact on their mental health.
Veritonic says there is also a good reason for advertisers to use creative testing services since more than half (51%) report it being important to them that brands cater audio and podcast ads to their needs and interests.
Download a copy of the survey results HERE.
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