This is why brands must avoid repurposing radio ads on podcasts

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 08, 2022, 1:00 PM GMT+0

Acast studied 1,800 podcast listeners across the UK, US and Sweden.

The study found podcast listeners prefer ads tailored to the format, not repurposed radio ads. Around 65% of listeners chose the brand that used a regular podcast ad format as their first choice of a brand over competitors.

60% of podcast listeners said they would choose the 3D podcast ad. But, 56% of listeners also said they would choose the traditional radio ad. In terms of likeability, 3D podcast ads were selected by 60% of listeners. On the other hand, 51% preferred regular podcast ads, and 47% liked traditional radio ads.

Compared to normal podcast ads, 3D podcast ads create immersive sound effects to mimic the environment. Director of Acast Creative UK and US, Jack Preston said, “This research overwhelmingly shows that listeners are craving a more creative and tailored experience from the brands that feature on their favourite podcasts.”

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