ADOTAS, an Internet advertising and media industry publication, reports on four new studies that show advertising in podcasts is three times more effective than online advertising and seven times more effective than TV advertising.
The studies showed embedded advertising in online shows and podcasts were highly effective methods of boosting brand awareness, usage intent and positively impacting brand perceptions across four product categories: TV programming, cars, financial services and digital imaging.
The studies results include:
• Average unaided ad recall of 68%
• Average aided ad recall of 89%
• 73% average increase in likelihood to use/buy vs control group
• 69% having a more favorable view of advertiser due to ad exposure
The whole article is available to read online here.
