Are You Leaving 47% of Your Podcast Ad Impact on the Table?

Podcast advertising has a unique superpower: memory.

When listeners actively remember your podcast ads, brand KPIs can jump by as much as 47%. That’s not a typo; it’s the difference between average impact and truly memorable campaigns.

Yet too many advertisers are flying blind, with no clear understanding of whether their ads are being remembered or forgotten.

At Differentology, we analysed our proprietary Brand Lift database across hundreds of podcast campaigns to uncover what drives this “Memory Multiplier” effect and how brands can optimise for it.

Here’s what we found:

• With standard ad exposure, brand consideration lifts by +23% on average.
• But when strong recall is activated, that jumps to +34%, a 47% stronger result.
• Brand perceptions and action intent see similar uplifts of 29% and 18%, respectively.

So, what makes podcasts so sticky?

It comes down to four key psychological advantages…want to know what these are and learn how to activate the Memory Multiplier in your podcast strategy?

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