Westwood One/ABX Study Tests Podcast Ad Creative, Finds It Comparably Effective To TV, Video Ads

Podcast Creative Test

WESTWOOD ONE and ADVERTISING BENCHMARK INDEX (ABX) have performed what they term the first test of audio creative for podcasts, finding that podcast ads performed comparably to TV and video advertising overall.  The study measured advertising from five brands and found that the ABX Index, a summary score combining Clear Branding, Messaging, Reputation and Call to Action measures, was comparable to TV and video ads.  In addition, for "call to action" ads (like direct response), podcast ads ranked highest or equal to video ads.

One additional finding was that while live reads on podcasts are effective, the ads "have to be done correctly" and "make the brand the hero of the story," specifically noting that a live read insurance ad that spent the first 30 seconds recounting the hassle of insurance shopping before getting around to the client's benefits at the end of the ad scored less strongly than a shorter video version of the same ad.

“ABX has measured more than 160,000 ads in 14 countries for every media type, but these were our first podcast ads. Generating high performing audio creative is relatively easy if you carefully follow some best practices and provide your creative team with feedback on what is working,” said ABX President GARY GETTO. “Creative is a real difference-maker.”

Read more about the study from CUMULUS and WESTWOOD ONE's PIERRE BOUVARD at the WESTWOOD ONE website by clicking here.

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