2021年播客营销转化报告（英）-20页_1mb

Conversion Benchmarks Summary

Core Content

The Conversion Benchmarks report from Podsights provides insights into the performance of podcast advertising across different industries. It is based on data collected from all Podsights campaigns between October 2018 and July 2020, with a total of 1.2 billion impressions, 532 campaigns, and 232 brands, amounting to $28 million in total spend.

The report focuses on conversion rates, frequency benchmarks, and the effectiveness of podcast advertising in driving purchases, leads, and app installs.

Conversion Rates

• The average conversion rate across all campaigns and industries was 1.13%, with 96% of campaigns falling between 0-4%.
• 38% of campaigns had a conversion rate above 1%.
• A 1% conversion rate is higher than the average conversion rate on many social media platforms.
• Purchase conversion rates for attributed visitors averaged 7.71%, with 85% of those above 1%, and campaigns drove over $34.3M in revenue with an average ROAS of $2.42.
• Lead conversion rates averaged 9.25%, with 77% of those above 1%.
• Install conversion rates averaged 3.24%, with 61% of those above 0.5%.
• Retail, Personal Finance, and Credit Card brands had the highest average conversion rates.

Conversion Rate by Industry

• Retail, Personal Finance, and Credit Card brands had the highest conversion rates.
• Embedded ads had 2.1X higher conversion rates compared to dynamically inserted ads.

Lead Conversion Rates by Industry

• Personal Finance had the highest lead conversion rate.
• The industry saw an increase in consumer interest during the height of the COVID-19 pandemic.

Install Conversion Rates by Industry

• Install conversion rates tend to be relatively low, similar to purchase conversion rates.
• Technology & Home Security sectors had the highest average frequency.

Frequency Benchmarks

• Frequency measures how many times the same user is exposed to the same ad or brand.
• The average frequency across all campaigns was 2.68.
• 93% of campaigns had an average household frequency between 1-5.
• Technology & Home Security sectors had the highest average frequency, likely due to longer conversion journeys for higher-priced products.

Industry Distribution of Campaigns

Key Information

• Attributed user is defined as someone from a household that downloaded a podcast and visited a brand's digital property.
• IP matching is used to identify distinct households, and no demographic information is collected other than approximate location.
• The report is intended to help brands and agencies understand podcast advertising performance.
• If you would like to measure attribution on your next campaign, you can contact Podsights at sales@podsights.com.

Conclusion

Podcast advertising offers a measurable return on investment, with average conversion rates outperforming many social media platforms. While conversion rates vary by industry, Retail, Personal Finance, and Credit Card brands show the best performance. Frequency also plays a role, with Technology and Home Security sectors showing higher exposure due to longer customer journeys. The report highlights the importance of embedded ads and targeted industries in maximizing the effectiveness of podcast advertising.