Boost Campaign Results with Podcast Ads – No Audio Identity Needed
Boost Campaign Results with Podcast Ads – No Audio Identity Needed
A common misconception among advertisers is that podcast advertising demands a distinctive audio identity, such as a custom logo or unique sound, to be effective. At Acast, we know that impactful audio doesn’t have to be complicated. When combined with video, sound becomes a powerful multiplier, reaching audiences across these channels which generate results far greater than the sum of their parts.
Rather than creating entirely new assets, brands can unlock the full potential of their video campaigns by repurposing existing audio for podcast advertising. While tailoring ads for audio is usually the best approach, advancements in TV audio production have made repurposing a highly effective option. With minor adjustments to fit the podcast environment, brands can amplify their campaigns across multiple channels without significant extra effort or budget.
Take Paulúns as an example. Collaborating with OMD, we transformed their TV campaign audio into a two-week podcast ad campaign. The goal was to explore how podcast ads could complement their TV strategy by extending reach and boosting campaign impact. The results showed that listeners exposed to both the visual and audio ads had 48% higher brand awareness, 47% higher brand consideration, and were 20% more likely to purchase the product compared to those who only saw the visual ad.
These outcomes highlight how podcasts can significantly amplify campaign performance, strengthening key metrics like brand awareness, consideration, and purchase intent. Acast's econometric study further supports this, showing that integrating podcast advertising with TV and online video campaigns can increase return on ad spend (ROAS) by up to 18%. Podcasting not only enhances standalone campaigns but also plays a vital role when used as part of a broader media mix.
In today’s multi-screen world, where attention is divided across devices, sound is more important than ever. Research like the Thinkbox Earning Attention report (2023) shows that people are 20% more likely to remember what they hear than what they see when their attention is split. Podcasts offer a distraction-free ad environment that keeps listener focus high, making them the perfect complement to visual campaigns.
By adapting TV audio for podcasts, brands can effectively cut through the noise and reach audiences in a meaningful way. Strong messaging and storytelling are what bring the brand to life across different platforms, no audio identity needed.
Podcast advertising gives brands a practical way to expand their reach. By reusing existing video content, they can engage attentive listeners, connect with new audiences, and make better use of their resources. The Paulúns campaign is a clear example of how podcasts can drive results, improve efficiency, and leave a lasting impression.
Boost Campaign Results with Podcast Ads – No Audio Identity Needed
A common misconception among advertisers is that podcast advertising demands a distinctive audio identity, such as a custom logo or unique sound, to be effective. At Acast, we know that impactful audio doesn’t have to be complicated. When combined with video, sound becomes a powerful multiplier, reaching audiences across these channels which generate results far greater than the sum of their parts.
Rather than creating entirely new assets, brands can unlock the full potential of their video campaigns by repurposing existing audio for podcast advertising. While tailoring ads for audio is usually the best approach, advancements in TV audio production have made repurposing a highly effective option. With minor adjustments to fit the podcast environment, brands can amplify their campaigns across multiple channels without significant extra effort or budget.
Take Paulúns as an example. Collaborating with OMD, we transformed their TV campaign audio into a two-week podcast ad campaign. The goal was to explore how podcast ads could complement their TV strategy by extending reach and boosting campaign impact. The results showed that listeners exposed to both the visual and audio ads had 48% higher brand awareness, 47% higher brand consideration, and were 20% more likely to purchase the product compared to those who only saw the visual ad.
These outcomes highlight how podcasts can significantly amplify campaign performance, strengthening key metrics like brand awareness, consideration, and purchase intent. Acast's econometric study further supports this, showing that integrating podcast advertising with TV and online video campaigns can increase return on ad spend (ROAS) by up to 18%. Podcasting not only enhances standalone campaigns but also plays a vital role when used as part of a broader media mix.
In today’s multi-screen world, where attention is divided across devices, sound is more important than ever. Research like the Thinkbox Earning Attention report (2023) shows that people are 20% more likely to remember what they hear than what they see when their attention is split. Podcasts offer a distraction-free ad environment that keeps listener focus high, making them the perfect complement to visual campaigns.
By adapting TV audio for podcasts, brands can effectively cut through the noise and reach audiences in a meaningful way. Strong messaging and storytelling are what bring the brand to life across different platforms, no audio identity needed.
Podcast advertising gives brands a practical way to expand their reach. By reusing existing video content, they can engage attentive listeners, connect with new audiences, and make better use of their resources. The Paulúns campaign is a clear example of how podcasts can drive results, improve efficiency, and leave a lasting impression.
