iab-2017年美国播客广告市场研究报告（英文）-2018.6-20页

2017 US Podcast Advertising Revenue Study Summary

Core Content

The Full Year 2017 Podcast Ad Revenue Study was conducted by the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC) to analyze the growth of the US podcast advertising industry. The study provides insights into revenue trends, ad types, buy types, pricing models, and market segmentation.

Main Findings

2017 Full Year Revenue

• Self-reported podcast advertising revenues in the US totaled $257.4 million for FY 2017.
• The total market estimate for podcast advertising revenue in the US was $313.9 million for FY 2017.
• The total market estimate increased by 86% from FY 2016's $169.1 million.
• 2018 growth is projected to be 28%, increasing the total market estimate to $313.9 million.

Year-on-Year Growth

• Self-reported revenues grew by 117% from FY 2016's $118.8 million.
• From 2015 to 2017, self-reported revenues increased by 275%.
• Compound Quarterly Growth Rate (CQGR) from Q4 2016 to Q4 2017 was 18%.

Revenue by Campaign Type

• Direct Response Ads remained the largest category, decreasing from 73.0% in 2016 to 64.2% in 2017.
• Brand Awareness Ads increased from 25.4% to 29.2%.
• Branded Content Ads rose from 1.5% to 6.5%.

Revenue by Ad Type

• Host-Read Ads accounted for more than two-thirds of all ad types.
• Supplied Ads (Radio) represented 0.5% of revenue generating ad types.

Revenue by Buy Type

• Annual and Quarterly buys made up more than 70% of total buy types.

Revenue by Pricing Model

• Cost per Thousand (CPM) was the dominant pricing model, representing 85% of purchased ads.

Revenue by Delivery Mechanism

• Integrated / Edited-In / Baked-In Ads accounted for 58.3% of podcast ads in 2017, up from 43.6% in 2016.

Revenue by Content Genre

• The top four content genres accounted for more than 50% of total revenue:
  • Arts & Entertainment: 16.8%
  • Technology: 14.6%
  • News / Politics / Current Events: 13.3%
  • Business: 11.1%
• 56% of total revenue was captured across these genres.

Revenue by Industry Category

• The top four industry categories accounted for nearly 60% of total revenue:
  • Financial Services: 18.1%
  • Retail (Direct to Consumer): 16.2%
  • Arts & Entertainment: 12.5%
  • Business-to-Business (B2B): 12.3%
• 59% of total revenue was captured in these categories.

Key Trends

• The podcast advertising market experienced significant growth in 2017, with both self-reported and total market estimates showing strong increases.
• Integrated ads became more prevalent, suggesting a shift towards more seamless ad experiences.
• Branded Content and Brand Awareness Ads gained traction, indicating a diversification in advertising strategies.
• Host-Read Ads remained the most popular ad type, while Supplied Ads (Radio) made a small but notable appearance.

Methodology

• The study collected self-reported data from 19 companies in FY 2017, compared to 20 companies in FY 2016.
• Conservative revenue estimates were applied to non-participating companies.
• Aggregate data was released to maintain participant anonymity.
• The methodology is similar to that used in the IAB's internet advertising revenue reports since 1996.

Glossary

• Delivery Mechanism: How ads are inserted into podcast content.
  • Automatically Inserted Ads and Integrated / Edited-In / Baked-In Ads are the primary mechanisms.
• Campaign Type: The purpose of the advertising campaign.
  • Includes Direct Response Ads, Brand Awareness Ads, Branded Content, and Product Placement.
• Ad Type: The format in which ads are presented.
  • Includes Host-Read Ads, Announcer-Read / Producer-Read Ads, Supplied Ads (Radio), and Supplied Ads (Non-Radio).
• Buy Type: The method by which advertisers purchase ad inventory.
  • Includes RFP-Driven, Annual, Quarterly, Remnant / Transactional / Scattered, Programmatic, and Other.
• Pricing Model: How advertisers are charged for ads.
  • Includes Series Ownership, Cost per Thousand, Cost per Listen, Cost per Acquisition, and Flat Fee.
• Content Genre: Categories of podcast subject matter.
  • Examples include Arts & Entertainment, Technology, News / Politics / Current Events, Business, etc.
• Industry Category: Economic sectors that advertise on podcasts.
  • Examples include Financial Services, Retail (Direct to Consumer), Arts & Entertainment, etc.

About the Organizations

IAB

• A global organization that promotes digital advertising standards and practices.
• Composed of over 650 media and technology companies.
• Accounts for 86% of online advertising in the US.
• Focuses on professional development, education, and research in digital marketing.

PwC

• A global professional services network with 1,200 practitioners in the US focused on Technology, Media, and Telecommunications (TMT).
• Provides industry experience, resources, and strategic insights.
• Offers services in assurance, advisory, and consulting for the TMT sector.

Contacts

• Kristina Sruoginis - Research Director, IAB
  Email: Kristina@IAB.com

• Jennifer Lane - Audio Industry Lead, IAB
  Email: Jennifer.Lane@IAB.com

• David Silverman - Partner, Assurance Services, PwC
  Email: david.silverman@pwc.com

• Brian Gaffney - Manager, Advisory Services, PwC
  Email: brian.gaffney@pwc.com