Jeff Vidler, President and Founder of Signal Hill Insights, shared the company's latest research in the rising world of branded podcasts. New data from the company shows that branded podcasts can increase brand affinity by an average of +8 points.
According to the latest IAB/PwC U.S. Podcast Ad Revenue Study, podcast ad revenue will jump 26% in 2023, with branded content accounting for 12% of this revenue.
Signal Hill's 2024 Branded Podcast Benchmark Report found that 61% of listeners tend to have a more favorable view of sponsored brands and believe that content resonates with authenticity, educational value, enthusiasm, and inspiration. It has expanded. Interesting and engaging podcasts not only retain listeners but also drive recommendations. 65% of listeners are likely to watch another episode and 64% intend to recommend the series.
We found that custom integration into established programming has similar benefits, with 72% of listeners more likely to purchase from a sponsored brand after hearing a branded bonus episode.
Branded podcasts go beyond standard metrics like awareness and consideration to target a variety of goals, from establishing thought leadership and driving innovation to rebranding and improving a CEO's image. can do.
Vidler says the key to differentiation in a crowded podcast landscape is offering unique value. Brands need to thoroughly understand their target audience's preferences and create content that stands out.
for example, Trader Joe's store The podcast provides unique updates on new products to fans of the grocery store. Similarly, bring back the bronco It engaged listeners with a story celebrating the rebirth of the Ford Bronco. However, not all brands realize that there is such a large overlap between their goals and their audience's interests, which often makes it difficult to pinpoint the perfect content niche. .
