the power of podcasts for national brands€¦ · in 2017 we worked closely with the nielsen team...
TRANSCRIPT
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The Power of Podcasts for National Brands
Korri KolesaSVP of Sales & Partnerships
Midroll
Chris PeckVP of Client Consulting
Nielsen
Paul RiismandelDir. of Marketing &
InsightsMIdroll
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Agenda
• The Value of Ad Effectiveness Studies• Nielsen’s Podcast Sponsorship Testing• Podcast Ad Effectiveness Results• Case Study• Takeaways• Q&A
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The Value ofAd Effectiveness
Studies
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Why Midroll Conducts Ad Effectiveness Studies
While direct response advertisers demonstrated the power of podcasts to deliver ROI…
Big national brands are looking for effectiveness measurements that are comparable with other platforms and campaigns, like:
• unaided and aided brand recall• message association• recommendation intent• purchase intent
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Why Midroll Conducts Ad Effectiveness Studies
We are confident in the power of podcasts and want to move the industry forward by demonstrating it.
Plus, we’re seeing effectiveness studies included in more RFPs.
So studies also give brands and agencies the extra assurance they’re asking for.
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Nielsen & Midroll
We partner with Nielsen because it’s important to have a well-established and trusted third-party measuring and delivering these results.
In 2017 we worked closely with the Nielsen team to develop this research methodology that is well suited to podcasts and the medium’s unique benefits.
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Proven Effectiveness Results in Renewals
Positive results from big brand campaigns are driving millions of dollars in renewals.
These renewals are getting bigger and more frequent.
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Brand campaigns now make up half of Midroll’s ad revenue.
Ad effectiveness studies contributeto this increased share.
$Brand Direct Response|
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This artwork was created using Nielsen data.Copyright © 2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
Ad Effectiveness Research from Nielsen
Chris PeckNielsen Media Analytics
Podcast Sponsorship Testing
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This artwork was created using Nielsen data.Copyright © 2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
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This artwork was created using Nielsen data.Copyright © 2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
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This artwork was created using Nielsen data.Copyright © 2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
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This artwork was created using Nielsen data.Copyright © 2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
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This artwork was created using Nielsen data.Copyright © 2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
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This artwork was created using Nielsen data.Copyright © 2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
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This artwork was created using Nielsen data.Copyright © 2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
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This artwork was created using Nielsen data.Copyright © 2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
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Podcast Ad Effectiveness
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7 Major National Brands
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9 AdEffectivenessStudies
Performed
From Dec. 2017 – July 2018
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Podcasts Generate Awesome Brand Recall
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50%Average unaided brand recall
of traditional mid-roll spot
85%Average aided recall
of traditional mid-roll spot
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Podcasts Generate More Unaided Recall than Static, Scroll or Pop-up Display ads
50%Average Unaided Recall
of Traditional Mid-roll Podcast ad
vs.
2.8x – 4.5x More Recall with Podcasts!
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Podcasts Generate More Unaided Recall than IAB Display Rising Star & Legacy UAP Ads
50%Average Unaided Recall
Of Traditional Mid-roll Podcast ad
vs.
Source:iab RisingStarsAdsandBrandEquityreport,January2015.
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97.5% Averageconsumerrecognition
These brands have
According to YouGov
Here’s the Challenge:
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How do you break through?
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Education
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Podcasts Extend Brand Awareness through Education
New Brand Statements
Fresh Use Cases Product Introductions
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Clear & Aligned Statements = Big Lift
for aligned statementscompared to control
+39% Average lift
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Intro• Supportfortoday’sshowcomesfromBenandJerry’s!• Asabrand,BenandJerry’sisknownforcreatingquirkyanduniqueflavorcombinations
– completewithdelicious‘chunksandswirls’throughout.• Itisanindulgentexperience,anditismeanttobe!
Overview• Butnow,withnew“Moophoria”flavors,diggingintoabowlofyourfavoritetreatis
evensweeter!• Because,at140-160caloriesperservingandlessfatthanregularicecream,
Moophoria isthelightestwaytoenjoyalltheeuphoriaofBen&Jerry’s.• Ittastessomuchbetterthanother‘healthier’or‘betterforyou’frozendesserts.• And,comesinthreeamazingflavors,including:
• ChocolateMilk&Cookies,whichismadeupofchocolateandvanillaswirlswithchocolatechipcookies;
• CaramelCookieFix,whichfeaturesvanillaandsaltedcaramelswirlswithshortbreadcookies;
• And,P.B.Dough,completewithgobsofchocolatechippeanutbutter.• CalltoAction(Required)
• Givethematry!• Goto store.benjerry.com tohavenewMoo-Phoria LightIceCream
deliveredtoyou.
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Purchase Lift
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Two-thirdsof the control group
(listeners who didn’t hear the podcast ad)
would consider purchasing the advertised product, on average.
Here’s the Next Challenge:The baseline of purchase intent is already high
across all these brands and studies.
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71% Exposed to the podcast mid-roll ads said they were likely to buy
+8% Average lift in purchase intent, compared to control
Purchase intent questions included in only 8 studies.
…and still we have lift
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Case Study
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National Consumer Packaged Good
Educate consumers about product uses
With 97% brand recognition and 90% product recognition
amongst all listeners in the study
Campaign Objective:
Two Ad Creative Formats:• Traditional mid-roll (length: 1:03)• Custom integration (length: 2:22)
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National Consumer Packaged Good
Baseline measures for brand statement and purchase intent are already high
Challenge:
• 78% of control group would consider purchase
• >80% of control group agree with featured brand statements on product uses
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National Consumer Packaged Good
Mid-roll success
+7%* Lift for the featured product use
+9%* Lift in purchase intent
*Statistically significant at the 90% confidence level
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National Consumer Packaged Good
Custom integration success
+10%* Lift for the featured product use
+ 8%^ Lift in purchase intent
*Statistically significant at the 90% confidence level^Statistically significant at the 80% confidence level
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National Consumer Packaged Good
Custom integration drove more message association and recall
+43% More unaided recall compared to mid-roll
+12%More custom integration listeners “would definitely remember” the advertised product
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at a higher rate than display ads, even high-CPM ‘Rising Star’ formats.
Takeaways
Listeners remember podcast ads
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71% of listeners exposed to a major brand adare likely to buy.
Takeaways
Podcasts drive purchase intent
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by extending brand awareness to:
ü new brand statementsü new productsü product applications & uses
Takeaways
Podcasts educate
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by providing the host more time to tell an authentic and engaging brand story.
Takeaways
Custom integrations drive more message association and recall
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ü Create clear brand statements to drive
strong recall
ü Align ad copy bullets with these brand
statements
ü Tell hosts what you definitely want listeners
to know and remember
Data-Driven Best Practices
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ü Keep individual ad reads focused on a few
key statements
ü Use additional ad reads to introduce more
statements
Data-Driven Best Practices
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Questions?