BBC-STUDIE ZEIGT GROSSE EFFEKTIVITÄT VON BRANDED PODCASTS
Audio:Activated key findings
Branding stands out from content
94% of listeners consume podcasts while performing other tasks. This mode of listening actually elevates engagement with the brand
They are consumed in ways that are additive to the marketing mix
Podcasts are a particularly effective way to reach ad avoiders
The language of a podcast creates subconscious associations with the brand
Branded Podcasts sind sehr effektive Werbemassnahmen und ein wichtiges neues Element für den Marketing-Mix. Sie werden besonders von Nutzern, die normalerweise Werbung meiden, wahrgenommen. Die zeigt die aktuelle BBC-Global-News-Studie «Audio: Activated».
BRANDING STANDS OUT FROM THE CONTENT, HELPING LAND THE MESSAGE
Within branded podcasts, the brand stands out from the content. Brand mentions in the podcast deliver on average 16% higher engagement and 12% higher memory encoding than the surrounding content. This is a unique effect, as global radio benchmarks show that brand mentions on average score 5% lower than content. The intimate and conversational nature of the podcast environment creates an elevated state of engagement for brand mentions. This also drives brand metrics across the board, helping to generate lifts in awareness (↑89%), brand consideration (↑57%), brand favorability (↑24%), and purchase intent (↑14%).
BRANDED PODCASTS ACHIEVE UNIQUE CUT-THROUGH WITH AD AVOIDERS
The study’s sample was comprised of ad avoiders, but their engagement, emotional intensity and memory encoding around brand mentions beat TV benchmarks by at least 22%*, showing that branded podcasts are an effective way to engage this hard to reach but commercially-desirable group.
PODCAST LISTENERS ARE ACTIVE
94% of listeners consume podcasts while performing other tasks. Doing chores at home (61%) and driving (55%) were the most common, with exercising, shopping and running errands also popular.
ACTIVITY MAKES LISTENERS MORE RECEPTIVE
Rather than reducing the brand impact, the research shows that the active group scored more highly on all measures - engagement (+18%), emotional intensity (+40%) and long term memory of the podcast (+22%).
The study shows that two processes occur in order to deliver this:
Keeping the brain occupied with an activity enhances the ability for brands messages to achieve cut-through
The state of activity means that the podcast content is being taken in through ‘low-involvement processing’ - a much more ‘fuel-efficient’ process that has a lower cognitive load. As such, engagement with the content can last much longer; good news for this long-form format
BRANDED PODCASTS DRIVE POSITIVE ASSOCIATIONS
Listeners create subconscious associations with the brand, based on words they hear in the podcast. In our sample, the word “innovative” was mentioned 12 times during the podcast. Listeners were later more likely to call the sponsor “innovative”, showing that they instinctively associate the brand with the message.
PODCASTS PROVIDE EXTRA TIME FOR BRANDS
When people are listening to podcasts, they are doing so in moments that are not traditionally opportunities for advertising. Because of the unique way podcasts are consumed - usually whilst multitasking - brands are now able to reach people in what were previously thought to be unreachable moments. This is an enviable commercial opportunity as it is additive to the marketing mix.
Richard Pattinson, SVP BBC StoryWorks, says: “The BBC has a near-century long reputation for excellence in audio-based storytelling. This study provides real empirical evidence demonstrating the opportunity in the audio space for brands, and partnering with experts in this space offers an exciting and effective way for them to reach audiences in a genuinely meaningful way.”