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Home » Podcast advertising provides the highest short-term return on ad spend, states study

Podcast advertising provides the highest short-term return on ad spend, states study

by | Jun 24, 2024

Advertisers already perceived that podcasts are delivering solid returns, reports Inside Radio, “with a survey released last year by Acast showing 97% felt for every dollar spent they were getting multiples in sales results. Now the company has released findings of a new study it conducted in collaboration with the media agency OMD that highlights the effectiveness of podcast advertising.

“Not only does podcast ad spending deliver more than four-times the return, the study also shows that podcast advertising is 34% more cost-effective in driving brand awareness vs. average media.”

The study, conducted by Acast and OMD’s analytics division Annalect, analyzed the Swedish market with 32 different advertisers from six different industries. The results, states Inside Radio, show that podcast advertising provides the highest short-term return on ad spend. For every dollar spent — or in this case Swedish Krona — the marketer saw a 4.2-times lift in sales. Podcasts also have the highest long-term return, with a 4.9-times bump in sales for every krona spent. The analysis found that podcasts had a higher rate of return on ad spending vs. social media (3.6) or radio (3.5) in the Swedish marketplace.

Acast says the study shows that podcast advertising is 34% more cost-effective in driving brand awareness vs. average media.

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