New Study: What Marketers Can Do to Improve Podcast Ads
Audio has emerged as a powerful force in modern marketing. From sonic logos and podcast ads to functional sounds and audio-first campaigns, brands are increasingly leveraging sound to create emotional connections and drive consumer behavior. However, while audio can be incredibly effective, ensuring it aligns with your brand’s identity and resonates with your target audience requires more than intuition—it demands data. That’s where brand lift studies come in.
With the explosion of podcasting, streaming platforms, and voice-activated devices, audio has become an integral part of the marketing mix. According to Edison Research, 73% of the U.S. population aged 12 and older now listen to digital audio monthly—a number that continues to grow. As brands invest more in sonic branding and audio advertising, it’s crucial to ensure that these investments are not just creative, but effective.
Brand lift studies provide the insights needed to measure the real impact of audio assets on brand perception, favorability, and consumer behavior. They ensure brand alignment by revealing whether your audience perceives your audio the way you intended. Does your sonic logo evoke trust? Does your podcast ad convey innovation? These insights ensure that your audio reinforces, rather than undermines, your brand image.
Memorability is key to driving brand awareness and consideration. Brand lift studies assess whether your audio content sticks with your audience and improves their perception of your brand. Favorability metrics reveal if your audio efforts are enhancing positive sentiment—a critical factor in influencing purchase decisions.
Ultimately, effective marketing drives action. Brand lift studies measure how your audio assets influence consumer intent and actual behavior. Are listeners more likely to visit your website, consider your product, or make a purchase after hearing your ad? These insights ensure that your audio investment delivers tangible results.
Audio marketing is not a one-and-done effort. Brand lift studies provide actionable insights that help you refine your strategy, test different creative approaches, and ensure that every audio asset—from pre-roll podcast ads to in-app sounds—works as hard as possible for your brand.
At Veritonic, we make it easy for brands to harness the power of brand lift studies for audio. Our robust platform provides clear, actionable insights into how your audio assets are performing across key metrics like awareness, favorability, and purchase intent. Whether you’re launching a new sonic logo or running an audio ad campaign, Veritonic ensures that your sound strategy delivers measurable success.
In a world where audio plays an increasingly central role in marketing, guessing is not an option. Brand lift studies provide the clarity brands need to ensure their audio efforts resonate, drive impact, and deliver ROI. With Veritonic, you can move forward with confidence, knowing that your sound is truly working for your brand.
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