The podcast medium hasn’t had the ad-length guidelines of legacy media like radio or television, and with live reads some ads have pushed the multi-minute limits. But what do listeners prefer? Veritonic has released the results of a new survey that offers an opinion. It finds that more than a third (35%) of listeners think shorter ads are more effective.
“With people’s attention spans shrinking, brevity can help ensure that your message lands without losing the listener’s focus,” Veritonic says in the latest in a series of surveys focused on podcast advertising.
The latest also finds that nearly four in ten (37%) of podcast listeners felt that ads should be more closely aligned with the podcast’s overall theme and tone. Veritonic concludes that by doing so ads feel like a natural part of the show are more likely to be well-received and remembered, while 27% of listeners say that ads could also be more impactful if they incorporated storytelling elements create an emotional connection, increasing listener engagement and recall. The same number think that ads should flow more naturally with the content, rather than feeling like an abrupt interruption. One in three survey respondents say humor and entertainment also go a long way in making an ad stand out.
Many podcast listeners are also aware that many messages come directly from the host. Veritonic says its survey finds one in five say when they hear the ad coming directly from the host, it feels more authentic and trustworthy. “This can be especially effective in building brand credibility,” it points out.
Deals help too. A third of those surveyed say they are more likely to take action when they’re presented with exclusive offers or discounts tailored to podcast audiences.
“Podcast advertising is most effective when integrated into a broader, multi-channel strategy,” Veritonic says in a report releasing the survey findings. “Brands should avoid treating podcast ads as a one-size-fits-all solution and instead focus on the unique elements of the medium, optimizing their creative accordingly,” it adds. The company says when advertisers hire it and others to test different ad formats and tailor podcast ad messages, odds improve that their ads will resonate more deeply with listeners.
The survey also finds 15% of respondents mentioned the importance of high-quality sound design. And 16% of listeners suggested that brands create engaging visual content to complement their podcast ads on social platforms.
Veritonic’s report is based on an online survey of hundreds of individuals in the U.S. who reported listening to podcasts more than once per week. Download the report HERE
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