The Effectiveness of Podcast Ads on Listeners in Germany: an evaluation using the DAGMAR Model
Söllner, Magdalena (2024)
Söllner, Magdalena
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202403134344
https://urn.fi/URN:NBN:fi:amk-202403134344
Tiivistelmä
Podcasts are becoming more and more popular which can be seen in the increasing number of annual podcast listeners in Germany. Due to their high reach of listeners, podcasts are very popular as an advertising medium these days. Various forms of advertising and placements are used in podcasts. However, these forms and placements have different advertising effects on the listener.
The aim of this thesis was to find out how the advertising effect differs between the various advertising formats, which advertising formats are most effective and how advertising should be designed to be appealing. The theory of advertising, podcasts and podcast advertising was explained using appropriate literature.
A study was then conducted using the quantitative research approach. Accordingly, a survey was created to provide answers to the research questions. The target group consisted of German podcast listeners aged between 15 to 35.
The results of the study showed that advertisements that match the form and topic of the podcast are most popular and are best received by listeners. The study also found that advertisements placed at the beginning of a podcast episode attract the most attention. This was measured based on the DAGMAR model for measuring advertising impact, using recall and product purchases.
The aim of this thesis was to find out how the advertising effect differs between the various advertising formats, which advertising formats are most effective and how advertising should be designed to be appealing. The theory of advertising, podcasts and podcast advertising was explained using appropriate literature.
A study was then conducted using the quantitative research approach. Accordingly, a survey was created to provide answers to the research questions. The target group consisted of German podcast listeners aged between 15 to 35.
The results of the study showed that advertisements that match the form and topic of the podcast are most popular and are best received by listeners. The study also found that advertisements placed at the beginning of a podcast episode attract the most attention. This was measured based on the DAGMAR model for measuring advertising impact, using recall and product purchases.