A survey by Sounds Profitable investigated which advertising traits build a connection between listeners and sponsors in podcasts. Key findings indicate that effective ads are driven primarily by price sensitivity and personal needs. Ad-supported podcasts are the most potent media format for listener engagement, surpassing other ad types. The survey revealed that the highest action taken by listeners is writing down promotional codes, suggesting strong activation from podcast advertisements. Other actions included discussing products, searching for more information, and visiting brand social media.
The survey found that "Price Sensitivity" is the most critical factor for ad effectiveness, followed by "Personal Needs & Preferences," indicating how listeners connect with sponsored products.
Ad-supported podcasts ranked second overall in advertising effectiveness, with 33% of respondents stating they wrote down a promotional code as a primary action taken after hearing an ad.
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