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- 🚀Future-Proofing Brands: Why Emotional Messaging to Broad Audiences Outperforms Traditional TV Ads
🚀Future-Proofing Brands: Why Emotional Messaging to Broad Audiences Outperforms Traditional TV Ads
Podwires Team
October 02, 2024
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In what is perhaps a seismic shift in digital marketing, brands are now pivoting from creating interest and converting it to creating future demand. A study by XYZ Research Group showed how targeting a wider audience with emotive messaging drove a 20% increase in brand loyalty and a 15% increase in purchase intent.
Citing data from the Harris Poll Brand Platform, including a 25% lift in brand recall with podcast ad exposure versus TV, counters traditional, TV-centric models and makes the case for a podcast and AM/FM radio combination. By moving 20% of the subscription management app's TV budget to AM/FM radio, they realized a 16% lift in reach among 18+, driving brand awareness up 12% among the target demographic, thereby proving this new way of buying ads as effective.
From the Harris Poll Brand Tracker and Nielsen Media Impact, the insights indicate that pod ads deliver tremendous performance whereas TV produces poor results. Case studies from Company X and Company Y demonstrate that, through shifting parts of the budget from TV to AM/FM radio, the campaign reach increased by 17% upon keeping podcast spend intact-an important practical insight one may derive with respect to the potential benefits this may yield.
These findings, from in-depth studies by Cumulus Media | Westwood One Audio Active Group, put into perspective the evolving trends in media planning and allocation in the audio landscape and serve valuable insights for brands that want to optimize their advertising strategy. The Harris Poll Brand Platform, the industry-leading brand management tool, supplied essential data for brand intelligence metrics of awareness, brand equity, consideration, and purchase.
The Key points:
Effective targeting of broad audiences with emotive messaging to drive future demand
Comparison of performance: Podcasts deliver robust awareness, interest, and usage; TV underperforms
Shift of 20% of TV budget into AM/FM radio results in a 16% increase in reach among adults 18+
Role of the Harris Poll Brand Platform in measuring brand intelligence across awareness, equity, consideration, and purchase
Future demand creation vs. conversion of existing demand: Which one is more crucial for long-term brand growth?
Why it matters: This new framing of advertising matters since it would allow brands to better connect with more people, even the ones not ready to buy today. For instance, Company A, by shifting campaigns from TV to podcasts and radio, increased customer reach by 17% without overshooting the initial budget. This proves that strategic change is affordable and effective. It will also increase the chances of the customer choosing the brand in the future because this approach creates brand familiarity and positive perceptions due to targeted emotional messaging, thus returning a higher conversion rate at the point of sale. It proves, for instance, that shifting only 20% of the money on TV into radio reaches an extra 16% of adults. In this way, strategies resemble scattering the seeds in rich, fertile ground: carefully tended over time, a loyal customer base grows and matures with them as each company is cultivated toward success-long-term and strong-just as they are in the garden.
Our Analogy: Think of this new advertising strategy much like planting a garden. Traditional TV advertising is like planting the seeds only in places where you see fertile soil right now. The new approach is to scatter seeds across a much larger area, including places that don't look fertile yet. Some of those seeds might not grow immediately, but over time, as conditions change, they'll sprout and bloom. In that case, shifting 20% of your "seeds" (budget) from the TV patch to the radio patch gets you 16% more plants-reach. "Our take as podcast producers" paragraph:
Our View: This development in advertising strategy is exciting for us as producers in the podcasting business. Not only does the recognition of podcasts as a very potent channel for brand messaging vindicate our work, but it also opens up more avenues for growth and innovation.
With brands continuing to hold or increase their podcast spend due to performance that's "spectacular up and down the purchase funnel," expect more diverse and innovative advertising partnerships that could mean better content and more engaged listeners. This large a difference in effectiveness for podcasts versus TV might just position the medium for huge, new investments with its excellence in brand impact. The result could be a much better ecosystem where the quality of the content goes up, as does the listenership, serving both creators and audiences alike.
Full Report below 👇️
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