Study: Longer Podcast Ads Do Best, But Music And Announcer Styles Also Play A Role.

Long and smooth may sound like a vintage 1970s cigarette ad, but it is among the key takeaways to a study that examined how best to connect with podcast listeners. The study, released by IPG Mediabrands’ media buying agency Magna and Spotify, confirms that the more time a brand spends in the ears of consumers, the better the ad performs.

The study was conducted in the U.S. using test ads for brands Modelo, Eggland’s Best, and Meiomi Wine to measure the post-exposure thoughts and actions of an online panel of 3,091 podcast listeners and analyze four strategies for ads, including ad length, music, voiceover tone, and contextual alignment. The research findings show that each plays a part in how listeners react to podcast ads.

Contrary to expectations, it found longer ads create more memorable experiences for podcast audiences, with 30-second ads showing a 36-point increase in memorability, especially among potential new customers. That compared to a 23-point increase for 15-second ads.

“Longer ads create more memorable experiences, especially with potential new customers,” the report says. “In fact, podcast audiences appreciate the amount of info in longer ads.

When asked if the ad provided enough information about a product or service, half of those surveyed said a 30-second ad told them what they needed. That compared to 41% who said that about a 15-second commercial.

The report says brands can consider leveraging longer ads, especially when ad attention is highest, especially during commute times. In the morning commute, for example, seven in ten podcast listeners said they paid “all” or “some” attention to the podcast they listened to.

The study, titled “How to be in Podcasts,” offers a playbook on how brands can maximize their impact in the podcast realm. That includes creative execution. 

The study found that pre-produced ads with upbeat music increased purchase intent scores by 6% and brand trust scores by 7% as the soundtrack infuses the ads with excitement and energy. But even more mellow music also helps versus straight reads, but the lift in purchase intent and brand trust is only about half as big as when the music is more upbeat.

Upbeat music may infuse excitement and energy into the information being conveyed, but when it comes to the announcer, the study found just the opposite is true. In podcasts, ads with a mellow voiceover capture attention and are easier for listeners to follow. The study finds using a mellow tone may be less jarring during podcasts, allowing listeners to more easily follow the information being conveyed.

The result is ads with a mellow voiceover do better across the purchase funnel. While upbeat voiceovers aided ad recall by 18%, more mellow voices resulted in a 31% increase in aided ad recall. The mellow announcer also delivered an 11% increase in brand trustworthiness scores compared to a 1% lift for upbeat voices. And perhaps most notable is that ads with a mellow voice had a 12% increase in purchase intent scores, versus no discernable impact for those ads with upbeat announcers.

The study also finds that the alignment between the ad and podcast content has a profound influence on performance, with ads that complement the podcast content (+18 pts) resonating more with listeners and evoking excitement about the brand (+17 pts). 

“Contextual alignment is worth a premium; brands can expand to other types of content to continue building reach,” the report says. “Contextual alignment has the power to change the way people perceive the ad above and beyond many creative tweaks — simply because the ad fits in with the listeners mindset during exposure.”

Beyond specific ad creative findings, the study finds that among those surveyed, two-thirds said they have a “strong passion” for their favorite podcast, and 62% listened with a “leaned forward” mindset, helping to boost the effectiveness of advertising in the medium.

Download the “How To Be In Podcasts” study HERE.