If a marketer’s strategic focus is brand building rather than sales activation, there are a number of very experienced firms that are measuring podcast advertising impact on brand equity measures. Here are a few examples from Signal Hill Insights.
A national health and nutrition products retailer utilized AM/FM radio to drive awareness for a new product launch. CUMULUS MEDIA | Westwood One retained MARU/Matchbox to measure brand effect and LeadsRx to quantify search and site traffic.
For the first time, we’ve tested podcast ads through a partnership with Advertising Benchmark Index (ABX), a creative testing service that evaluates every type of brand creative across all media. Here's what we found.
Westwood One sought to measure consumer response to a promotional event conducted for Curél Hydra Therapy Wet Skin Moisturizer, a product from the Kao Corporation, a major consumer personal care firm. Here are the results from the campaign study.