The results show that podcast advertising provides the highest short-term return on ad spend (ROAS) with a ROAS of 4.2, surpassing social media. In the longer view, the ROI of podcast advertising is 4.9 compared to the average media return of 3.7%.
Podcast advertising is 34% more effective at driving brand awareness compared to TV and online video. Jesper Cederäng from OMD emphasizes how effective podcast advertising is in driving sales, debunking the perception that podcasts are distant from the point of purchase.
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