Art19, Veritonic Study Claims Targeting Podcast Ads Increases Effectiveness

Study

ART19 and VERITONIC have released results from a podcast advertising effectiveness study  in which a brand's podcast ad campaign targeting business decision makers saw relevancy, intent, and likelihood to purchase jump up to 65% and recall increasing 20% compared to general population listeners. The study also examined "hyper-targeting," further refining the target from broad to more specific, in this case "business decision makers in the wholesale industry," resulting in ads scoring higher in relevancy with those listeners.

"When these ads were heard by the general population, their performance was decidedly average compared to our benchmarks," said VERITONIC CEO SCOTT SIMONELLI. "But when ART19 targeted business decision makers, those same ads significantly over-performed across the board."

"We've long felt that bringing the smarts of digital media targeting to podcasting would lead to more effective audio ads," said ART19 Chief Revenue Officer LEX FRIEDMAN. "VERITONIC's data provides statistical confidence that podcast ad targeting yields significantly better results."

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