《Podsights:2023年第二季度播客广告基准报告(英文版)(33页).pdf》由会员分享,可在线阅读,更多相关《Podsights:2023年第二季度播客广告基准报告(英文版)(33页).pdf(33页珍藏版)》请在三个皮匠报告上搜索。
1、BenchmarkReportQ2 2023 Podcast advertising is measurable!Podsights empowers brands and agencies with valuable attribution and performance measurement to help validate and scale their podcast advertising.Publishers use Podsights to help grow theiraudience and effectively monetize theirpodcast content
2、.Weareon a mission to growpodcastadvertising byhelping advertisers truly understandandleverage the power of the podcasting medium.ExecutiveSummaryOver the last year,podcast advertising continues to show strong performance.Conversion metrics like purchase rate and mobile install rate saw an upward tr
3、end,emphasizing the importance of podcasts within an advertisers media mix.3.We saw a 5%increase in average purchase conversion rate from attributed visitors and a 10%increase in lead conversion rate from attributed visitors which continues to support the insight that once an exposed listener in the
4、 podcast channel arrives at your website,theyre likely to take action.Herearea fewhighlights from the report1.Conversion rates for mobile app installs rose sharply by44%,signaling advertisers who are focused on growing their mobile app customer base can rely on podcasts to be a strong channel to dri
5、ve app downloads and engagement.2.The average conversion rate for website visits in 2022 was 1.21%,and although that is slightly lower than the previous report,historical trends consistently show growth in performance quarter after quarter starting in Q1.Now is a great time to take advantage of the
6、expected uptick.And theres so much more.Read on for the full story.010203Podcast Media Buyers Guide Latest Conversion Rate Benchmarks Whatyou can expectto find in this reportOverview&Key Takeaways Methodology Overviews&Key Takeaways01Analysis OverviewQ2 2022-Q1 202310BImpressions41%YoY4.5KCampaigns1
7、KBrands21%YoY$790MAd Spend94%YoYPodsights estimates that we measure more than 1 in every 3 dollars spent in the podcast advertising space,given the estimated$3B global podcast ad market.Podsights Q2 2023 Benchmark Report|655%YoYAverage CR across industries this period1.21%Average Frequency4.55Fast F
8、iguresconsistent with last quarterFrequency2-5for optimal conversion ratesRemains in the LeadPre-Rollfor optimal conversion ratesPodsights Q2 2023 Benchmark Report|72MMinimum Impressionsrecommended for anadvertisers first campaign inthe podcast channel02Podcast Media BuyersGuideImpressionsAverage Co
9、nversion RateVisitors0-400,0001.06%1,418400,001-1,000,0001.16%3,8531,000,001-2,000,0001.33%8,8632,000,001-4,000,0001.25%16,6424,000,001-10,000,0001.18%39,29610,000,001+1.36%54,480Start with 2,000,000 impressions if you want a small test,or go big with 10,000,000+impressions to get even better result
10、sIn order to make conversion rates more tangible,thistable uses Podsights benchmark data on campaign size,frequency,and conversion rates to illustrate the outcomes you can expect from your podcast advertising campaign at different impression levels.First-time podcast buyers should focus on testing a
11、tthe 2,000,000 impressions level.That being said,the brands that decide to go all-in are rewarded as larger campaigns drivestronger results.Note:a campaign is defined as a wholistic advertising campaign which may include multiple networksPodsights Q2 2023 Benchmark Report|91Visitors=Avg.Conversion R
12、ate xImpression SizeAvg.Frequency()1Assumes a recommended frequency of 31Pre-rollMid-rollAverage Conversion RateThis quarter,pre-roll continues to lead and outperform mid-roll placements by 25%.0.00%0.50%1.00%1.50%1.24%0.99%4%16%Podsights Q2 2023 Benchmark Report|10Pre-roll leads once again03Convers
13、ion Rate Benchmarks0.00%0.50%1.00%1.50%Q12022Q22022Q32022Q42022Q120231.10%1.17%1.31%1.32%1.21%AverageConversionRateFrom Site VisitorsAverage conversion rate saw9%Year overYear growthPodsights Q2 2023 Benchmark Report|12The average conversion rate for site visitors is 1.21%in Q1 2023,an 8%drop from t
14、he previous quarter.Compared to a 23%drop the previous year,2023 podcast media performance is starting theyear out strong.Conversion rate represents sitevisit events,calculated as:Visitors Household Reach0.00%0.50%1.00%1.50%2.00%2.50%GamblingParentingRetail(B&M)EducationAutomotiveHomeArts,Ent.&Media
15、TravelRetail DTCFashionTelecomOtherProf.ServicesRestaurantsFinancial ServicesBeautyB2BPharmaHealth/WellnessCPGBeverage2.44%2.35%2.27%2.10%1.66%1.57%1.55%1.45%1.34%1.31%1.31%1.30%1.24%1.10%0.98%0.92%0.89%0.77%0.76%0.72%0.33%Industries performed relatively similar compared to Q1benchmarks,with Gamblin
16、g&Parenting touting the highest average visitor conversion ratesAverageVisitorConversionRateAverage CR=1.21%Podsights Q2 2023 Benchmark Report|13Other includes non-profit companies,Job-searching sites,Real Estate,etc.Find the full breakdown of all industries in the Appendix.Frequency declined slight
17、ly,improving the listenerexperience anddriving better performingcampaigns overallFrequency is the number of times a household was exposed to an ad.The average frequency had a 8%decrease this period.Frequency has remained largely stable for the last four quarters.Podsights continues to recommend adve
18、rtisers keep theirfrequency between 2-5 to achieve optimal results.0.002.004.006.008.00Q12022Q22022Q32022Q42022Q120236.324.764.754.944.55AverageFrequencyPodsights Q2 2023 Benchmark Report|140.000%0.020%0.040%0.060%0.080%Q12022Q22022Q32022Q42022Q120230.045%0.037%0.044%0.044%0.043%Average purchase con
19、version rate remained high compared to previous quartersPodsights Q2 2023 Benchmark Report|15The average purchase conversion rate this quarter continues to stay strong,coming in at 0.043%.Purchase conversion rate represents purchaseevents,calculated as:PurchaseCRfrom reach=Purchases ReachAveragePurc
20、haseConversionRateFrom ReachEducation&Beauty experienced the highest purchase conversion rate Both Travel and Automotivegrew by over 100%,while Health/wellness showcased 25+%better performance0.00%0.02%0.04%0.06%0.08%EducationBeautyFashionHealth/WellnessRetail(B&M)CPGRetail DTCFinancial ServicesTrav
21、elArts,Ent.&MediaRestaurantsOtherHomeGamblingTelecomBeverageB2BPharmaAutomotive0.07%0.06%0.06%0.05%0.05%0.05%0.05%0.04%0.04%0.04%0.04%0.04%0.03%0.02%0.02%0.02%0.02%0.02%0.02%AveragePurchaseConversionRateFrom ReachAverage Purchase CRfrom reach=0.043%Podsights Q2 2023 Benchmark Report|160.00%2.00%4.00
22、%6.00%8.00%Q12022Q22022Q32022Q42022Q120235.29%4.64%4.81%5.15%5.35%Average purchase conversion rate from attributed visitors continues to increasePodsights Q2 2023 Benchmark Report|17The conversion rate from attributed visitorsdescribes the rate ofpurchase from households who are driven to the websit
23、e as a result of the podcast ad and is calculated as:PurchaseCR from attributed visitors=Q1 2023 showcased the strongest average purchase conversion rate since before 2022.This continues to showcase how effective podcast ads can be to drive lower-funnel objectives.Purchases VisitorsAveragePurchaseCo
24、nversionRateFrom Attributed Visitors0.00%2.50%5.00%7.50%10.00%PharmaBeautyFinancial ServicesFashionHealth/WellnessCPGOtherRestaurantsRetail(B&M)Retail DTCArts,Ent.&MediaHomeBeverageB2BTravelTelecomEducationGamblingAutomotive8.01%6.76%6.70%6.63%6.48%5.73%5.45%5.34%4.81%4.60%4.57%4.14%4.07%3.66%2.80%2
25、.41%2.20%1.93%1.57%Pharma continues to experience the highest purchase conversion rate from attributed website visitorsAveragePurchaseConversionRateFrom Attributed VisitorsRestaurants experienced 25%better performance,while Home and Fashion remained mostly flat.Average Purchase CRfrom attributed vis
26、itors=5.35%Podsights Q2 2023 Benchmark Report|18This graph compares the visitor rate vs.the purchase rate based on ReachAverageVisitorConversionRateby ReachAverage PurchaseConversion RateBy Reach2.46%1.84%1.23%0.61%0.00%0.00%0.02%0.04%0.06%0.09%Podsights Q1 2023 Benchmark Report|190.00%0.03%0.07%0.1
27、0%0.13%Q12022Q22022Q32022Q42022Q120230.08%0.08%0.11%0.10%0.10%AverageLeadConversionRateLead conversion rate remains the same as last quarterPodsights Q2 2023 Benchmark Report|20Lead events are a custom eventsuch as a sign-up or email capture.Lead conversion ratefrom attributed visitors is calculated
28、 as:LeadCRfrom Reach=Leads ReachThe lead conversion rate this quarter was 0.10%.Education jumps to the top,growing by36%and dominating leadconversions in podcast advertising this quarter0.00%0.05%0.10%0.15%0.20%EducationFinancial ServicesHealth/WellnessTelecomRetail DTCProf.ServicesCPGRetail(B&M)Hom
29、eArts,Ent.&MediaTravelB2BAutomotiveFashionOtherGamblingPharmaRestaurants0.15%0.14%0.14%0.13%0.11%0.11%0.10%0.09%0.08%0.08%0.07%0.07%0.07%0.06%0.06%0.06%0.05%0.04%AverageLeadConversionFrom ReachPodsights Q2 2023 Benchmark Report|21Restaurants and Automotivecontinue to showcase impressiveperformance,g
30、rowing by 33%and 40%respectively.Average Lead CR from Reach=0.10%The lead conversion rate from attributed visitorsis atitshighest rate since before 2022Podsights Q2 2023 Benchmark Report|220.00%5.00%10.00%15.00%Q12022Q22022Q32022Q42022Q1202312.13%9.96%11.79%13.03%14.41%AverageLeadConversionRateLead
31、events are a custom eventsuch as a sign-up or email capture.Lead conversion rate from attributed visitors is calculated as:LeadCRfrom Attributed Visitors=Leads Attributed VisitorsThe lead conversion rate increased by11%again this quarter.Although leads aretypical custom,it shows a level of engagemen
32、t deeper than simply a visit.Pharma continues to increase and remain at the top for lead events0.00%10.00%20.00%30.00%40.00%PharmaFinancial ServicesHealth/WellnessTelecomRetail(B&M)Retail DTCArts,Ent.&MediaProf.ServicesCPGRestaurantsOtherTravelB2BHomeAutomotiveEducationFashionGambling37.19%22.40%20.
33、28%15.98%13.01%12.89%12.79%12.51%11.94%11.83%11.33%11.07%10.84%10.31%8.85%8.77%6.72%5.12%Average Lead CR from Attributed Visitors=14.41%AverageLeadConversionFrom Attributed VisitorsPodsights Q2 2023 Benchmark Report|230.00%0.05%0.10%0.15%0.20%0.25%Q12022Q22022Q32022Q42022Q120230.15%0.14%0.15%0.16%0.
34、23%Install conversion rates saw a major boost,signaling that Podcasts can effectively drive app downloadsPodsights Q2 2023 Benchmark Report|24AverageInstallConversionRateThe install conversion rate refers to mobile app installs,and is calculated as:Install CR=Installs ReachThe install conversion rat
35、e increased by 44%this quarter to 0.23%.Most industries saw growth,contributing to the highest install conversion rate since before 2022.Financial Servicesleads with thehighest install conversion rate0.00%0.10%0.20%0.30%Financial ServicesArts,Ent.&MediaGamblingOtherB2BEducation0.27%0.27%0.20%0.20%0.
36、13%0.13%AverageInstallConversionRateFinancial Services saw a 42%increase,and all other industries either grew or stayed flat this quarter.Average CR=0.23%Podsights Q2 2023 Benchmark Report|25Note:Podsights excludes industries that have less than 3 brands with relevant dataWantto learn more?For quest
37、ions about this report,please reach out to Emily MTo learn more about Podsights and our suite of productscheck out our help center!Podsights Q2 2023 Benchmark Report|Podsights Q2 2023 Benchmark Report|27Get started with Podsights!First time advertising on podcasts and not sure where to start?Start w
38、ith Podsights!You can now easily register for a Podsightsaccount and activate a membership withouthaving to talk to us!Podsights is your place to gain access to world class podcast advertising attribution and insights.Sign up for a free account today MethodologyAppendix:MethodologyData Collection:Da
39、ta for this study was collected and analyzed in aggregate from allPodsights campaigns in the specified period.The aggregated data has been anonymized and does not identify individual listeners,brands or publishers.For moreinformation,checkout our privacypolicy.Attribution Methodology:Podsights defin
40、es a conversion rate as the number of attributed households that visited the site divided by the unique households that downloaded an episode.An attributed visitor is someone who downloaded a podcast containing an advertisement,and then visited the brands owned and operated website.Read moreabout ou
41、r methodology here.Podsights Q2 2023 Benchmark Report|29Appendix B:CampaignsPer Industry(pt 1/2)FashionApparel/Fashion Accessories(Men/Women)445Arts,Ent.&MediaArts,Entertainment&Media(Streaming Services,Movies,Dance,Theater,Concerts,Opera,Amusement Parks,Games,Books-Audio and Bound,Music,Magazines,N
42、ewspapers,Websites,Apps,DVDs,Radio and Television Networks/Stations/Programming)434AutomotiveAutomotive/AutomotiveServices80ParentingBaby/Child/Parenting18BeautyBeauty/Cosmetics172BeverageBeverage(Alcohol/Beer/Wine)29B2BBusiness-to-Business(Business conducted between one business and another such as
43、 a wholesaler and retailer)647CPGConsumer Packaged Goods(CPG)117EducationEducation135FinancialServicesFinancialServices(Banks,Insurance,Securities,Mortgages,Financial Services Software)608GamblingGambling/SportsBetting87Industry Name(Shortened)Industry Name(Long)Count ofCampaignsPodsights Q2 2023 Be
44、nchmark Report|30Industry Categories align with the May 2021 US Podcast Advertising Revenue Study.Appendix B:CampaignsPer Industry(pt 2/2)Industry Name(Shortened)Industry Name(Long)Count ofCampaignsPodsights Q2 2023 Benchmark Report|31HomeHomeImprovement/Furnishings270OtherOther(Primarily includes e
45、nergy,government/non-profit,and advocacy)337PharmaPharmaceuticals(OTC and DTC)70Prof.ServicesProfessionalServicesfor non-Business Entities22RestaurantsRestaurants/bars80Retail(B&M)Retail(Brick&Mortar/eCommerce)99Retail DTCRetailDirect-to-Consumer(companies whose revenue is attained predominantly thr
46、ough E-commerce)254TelecomTelecommunications(Telephony,Mobile Service Providers,Cable/Satellite TV services,ISPs,Wireless)85TravelTraveland Tourism(Resorts/Hotels/Airlines)63Health/WellnessHealth/Wellness(including Fitness,Diet,Yoga,Meditation,etc.)524Industry Categories align with the May 2021 US P
47、odcast Advertising Revenue Study.Appendix C:BrandsPer Industry Measured by PodsightsPodsights Q2 2023 Benchmark Report|32e Study.050100150B2BFinancial ServicesHealth/WellnessOtherArts,Ent.&MediaFashionHomeEducationRetail DTCCPGTravelAutomotiveRetail(B&M)BeautyTelecomRestaurantsPharmaBeverageProf.ServicesGamblingParenting38868585302822211813104Q1 2023Q2 2023NumberofBrandsIndustry Categories align with the May 2021 US Podcast Advertising RevenuThank You!|Benchmark ReportQ2 2023Podsights