Mid-roll and sequential podcast advertising is most effective | WARC | The Feed
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Mid-roll and sequential podcast advertising is most effective
Advertisers who include mid-roll podcast ads tend to enjoy higher conversion rates, according to data from attribution company Podsights. Sequential advertising, when multiple placements are used, also delivers a higher level of effectiveness.
Why it matters
Podcast advertising is a growing market, WARC Data forecasts 27.5% growth this year, and marketers are focusing more on campaign effectiveness.
This latest research shows there is a balancing act to achieve – while sequential placements are most effective, there may be a risk of excessive messaging as combining pre-, mid- and post-roll placements gives the second-lowest conversion rate (0.76%).
Takeaways
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