播客广告的投资回报率是2.42倍（英）_20页_1mb

报告摘要

Conversion Benchmarks Summary

Core Content

This document presents the Podsights Advertising Benchmark report for the period October 2018 to July 2020, focusing on the performance of podcast advertising across various industries. The data is derived from 532 campaigns involving 232 brands with a total $28M in spend and 1.2B impressions. The report highlights conversion rates, purchase conversions, lead conversions, install conversions, and frequency benchmarks.

Key Metrics

Conversion Rate

Average conversion rate across all campaigns & industries: 1.13%
96% of campaigns had conversion rates between 0-4%
38% of campaigns had conversion rates above 1%
A 1% conversion rate is higher than the average click-through rate on many social media platforms.

Purchase Conversions

Half of campaigns included a purchase pixel
Average purchase conversion rate: 7.71%
85% of these conversion rates were above 1%
Podsights campaigns have driven over $34.3M in revenue with an average ROAS of $2.42

Lead Conversions

One-third of campaigns included a lead pixel
Average lead conversion rate: 9.25%
77% of these conversion rates were above 1%

Install Conversions

6% of campaigns included a mobile app install pixel
Average install conversion rate: 3.24%
61% of these conversion rates were above 0.5%

Industry Analysis

Conversion Rates

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

Purchase Conversion Rates

Average purchase conversion rate across industries: 3.12%
Low price point brands (e.g., Human Resources, News and Politics) tend to have higher conversion rates

Lead Conversion Rates

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

Install Conversion Rates

Technology & Home Security sectors had the highest average frequency
Higher priced products typically require a longer conversion journey, resulting in higher frequencies

Frequency Benchmarks

Average frequency across campaigns: 2.68
93% of campaigns had an average household frequency between 1-5
Technology & Home Security had the highest frequency
Frequency is linked to the length of the customer journey, with higher priced products showing higher frequencies

Methodology and Privacy

Data is aggregated and anonymized, not identifying individual brands or publishers
Conversion rate is calculated as the number of attributed users that visited the site divided by the unique users that downloaded an episode
Attributed users are identified through IP matching, and no demographic information is collected beyond approximate location

Appendix

A table is provided showing the number of campaigns per industry, with Technology having the most campaigns (103) and Events and Attractions having the fewest (3).

展开完整摘要