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65% of Listeners Are Likely to Buy a Product After Hearing an Ad in a Podcast

65% of Listeners Are Likely to Buy a Product After Hearing an Ad in a Podcast | Jordan's likes | Scoop.it

The Interactive Advertising Bureau and Edison Research today are releasing new stats on how consumers listen to podcasts and respond to audio-based advertisements.


The new report gives marketers a peek at sentiment about podcast advertising from a poll of roughly 1,000 listeners. More brands and media companies than ever are investing in podcasts, but they're not getting the same types of metrics about audio advertising that other types of digital ads provide—like clickthrough or view rates. While advertisers can see how many people download a podcast, they don't know how long people spend listening or whether they skip over the ads.


Per the report, 65 percent of listeners said podcast ads increase purchase intent while another 45 percent said that they're likely to visit an advertiser's website after hearing an audio promo. Another 42 percent of listeners said they would consider a new product or service after hearing a plug for a brand, while 37 percent use podcast ads to help research brands.


When it comes to how consumers listen to audio programs, 70 percent said that being able to listen to them on-demand is "very important," and 58 percent said they like being able to listen to exclusive content they can't get elsewhere....


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Jeff Domansky's curator insight, September 13, 2016 4:05 AM

Do podcasts really produce marketing results? You can target, there's great flexibility and form and there's also a gap in measurement that shows podcasts deliver results. The IAB research is encouraging however.

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The Story Behind This Amazing (and Very Real) Ad for a Realtor With Laser-Shooting Eyes

The Story Behind This Amazing (and Very Real) Ad for a Realtor With Laser-Shooting Eyes | Jordan's likes | Scoop.it
The ad was dreamed up by Mike Catherall, creative director at Immersion Creative in Vancouver, who tells AdFreak that he made it a few years ago—and Houlihan finally decided she was OK running it.


"I dug up that campaign from the archives. I said, "What do you think, should we give this a shot?' She always thought it was kind of funny, so we were like, 'Sure, why not?' " Catherall says. "What I love about it is that it is irreverent, fun and totally different than the literally hundreds of realtor ads in Vancouver at the moment that are all so boring and cliché."


The ad took a while to get picked up in social media because Catherall and Houlihan were both a little reluctant to draw any attention to it themselves. 


"Honestly, we put zero effort into getting buzz," Catherall says. "We should have posted it on our Instagram accounts, Twitter, Facebook—anything. But we didn't. I think Patricia and I were both a little wary of the ad at first, so we just kind of left it up to the public to decide what to do with it."...


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Jeff Domansky's curator insight, June 1, 2016 10:44 PM

Not your usual boring real estate ad. Vancouver real estate agent tests laserlike marketing campaign ;-). the most fun are the spoofs of the original ad which started as the ads went viral.

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Watch Voiceover Recording for Ice Cream Ad Go Horrendously, Comically Wrong

Watch Voiceover Recording for Ice Cream Ad Go Horrendously, Comically Wrong | Jordan's likes | Scoop.it

Comic short films about the absurdity of the ad business have a proud history going back to Tim Hamilton's brilliant Truth in Advertising. Here's the latest one—director Tim Mason's No Other Way to Say It, about an amusingly bleak voiceover recording session for an ice-cream commercial.


As the creative team tries to get the voiceover artist to nail the right tone for a single line, over and over—and the latter gets more and more distracted—the truth in advertising here becomes painfully clear: The project is mired in idiocy and inertia...


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Jeff Domansky's curator insight, August 23, 2016 8:46 AM

Why advertising drools. Recommended viewing!

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The Fall of the Banner Ad: A Look at Online Advertising in 2014

The Fall of the Banner Ad: A Look at Online Advertising in 2014 | Jordan's likes | Scoop.it

Online advertising has grown exponentially since its foundation in the 90s. Now, online ad sales make up the majority of the industry, and savvy companies are directing the lion’s share of their budgets at the digital space.

 

Advertising through social media is nothing new, but so far, brands have been playing it safe, using many of the same methods that have already been successful in the past – combining banner- and text-link-style ads in news feeds and sidebars. But the possibilities of social advertising have yet to be fully explored.

 

The real power comes not from the reach of a company’s network, but from getting that company’s customers to do the outreach FOR them.

 

Social media is changing the way people view and interact with content online. While the idea of a website “page” has been a vital component in the way people understand the web, the use of feed-based content in Facebook, Twitter and Instagram has changed the concept of what a website IS. ....


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Jeff Domansky's curator insight, August 18, 2014 7:29 AM

What will be the newest thing after native advertising?

Dorian Clément's curator insight, August 18, 2014 9:49 AM

Quel est l'avenir de la publicité Online?