2023年q2播客广告报告（英文版）-podsights_33页_5mb

Pod Sights Benchmark Report Summary (Q2 2023)

Core Content

This report provides an overview of the performance of podcast advertising in Q2 2023, highlighting key metrics and trends that demonstrate the effectiveness of podcast as a marketing channel for brands and agencies.

Podsights is a platform that offers attribution and performance measurement for podcast advertising, helping brands and publishers validate and scale their efforts in the podcasting space. The global podcast ad market is estimated to be worth $3B, and Podsights measures more than 1 in every 3 dollars spent in this market.

Main Points

Conversion Rates

• Mobile app install conversion rate increased by 44% to 0.23%, showing that podcast ads are effective in driving app downloads.
• Website visit conversion rate was 1.21%, with a 8% decrease from the previous quarter but still showing an upward trend since Q1.
• Purchase conversion rate from attributed visitors remained strong at 0.043%, and there was a 5% increase in average purchase conversion rate from attributed visitors.

Industry Performance

• Pharma had the highest purchase conversion rate from attributed website visitors.
• Education led in lead conversion rate, with a 36% increase and dominating lead conversions.
• Financial Services showed the highest install conversion rate, with a 42% increase.

Frequency and Impressions

• Average frequency decreased by 8%, indicating improved listener experience and better campaign performance.
• Podsights recommends keeping frequency between 2-5 for optimal results.
• Minimum impressions recommended for a first-time podcast campaign is 2M, with larger campaigns showing better results.

Key Information

Conversion Rate Benchmarks

• Average conversion rate saw 9% YoY growth.
• Pre-roll placements outperformed mid-roll by 25%.
• Lead conversion rate from attributed visitors was 0.10%, with Education and Automotive showing notable growth.

Campaign Sizes and Performance

• Campaigns with 2M-4M impressions had an average conversion rate of 1.25%.
• Campaigns with 10M+ impressions had an average conversion rate of 1.36%, showing that larger campaigns yield better results.

Methodology

• Data was collected and analyzed in aggregate from all Podsights campaigns.
• The data is anonymized and does not identify individual listeners, brands, or publishers.
• Conversion rates are calculated based on attributed households that visited the site after downloading a podcast with an ad.

Conclusion

Podcast advertising continues to demonstrate strong performance, with clear upward trends in conversion rates and increasing effectiveness in driving both engagement and conversions. Podsights provides brands and agencies with the tools to measure and understand the impact of their podcast advertising, enabling them to make informed decisions and scale their efforts. The report emphasizes that pre-roll ads are currently the most effective format, and that industries like Pharma, Financial Services, and Education are leading in conversion performance.

Appendix Highlights

• Appendix B lists campaigns by industry, with Financial Services and Education being among the most active.
• Appendix C includes brand data measured by Podsights, offering insights into campaign performance across different sectors.

Podsights encourages new advertisers to start with a 2M impression campaign and to leverage their platform for detailed analytics and insights. For more information, contact Emily Mai at emilymai@spotify.com or visit help.podsights.com.