2022年第四季度广告基准报告

podsights Benchmark Report Q42022 → andagencies PodcastPodsightsempowersbrands withvaluableattributionandperformance advertising measurementtohelpvalidateandscale advertising. theirpodcast ismeasurable. PublishersusePodsightsaudienceandeffectivelymonetizetheir podcastcontent. tohelp growtheir Weare onamissiontogrowpodcastadvertisingbyhelpingadvertiserstrulyunderstandandleveragethepowerof thepodcastingmedium. 01 02 03 04 Overview&KeyTakeaways-)→ Whatyoucan expecttofind inthisreport.. PodcastMediaBuyer'sGuide-→ LatestConversionRateBenchmarks-→ LatestLiftBenchmarks-→ 01 Overviews&KeyTakeaways Analysis Overview Q42021-Q32022 26% YoY 60% YoY 10.8B Impressions 4.2K 35% YoY Campaigns 1K Brands S545M T92% Yoy AdSpend PodsightsQ42022BenchmarkReport15 Podsightsestimatesthatwemeasuremorethan1inevery4dollarsspentinthe podcastadvertisingspace,giventhes2Bpodcastadvertisingmarket! 12022IABIPWCStudy 1.31% Pre-Roll FastFigures AverageCR TakestheLead acrossindustriesthisperiodforoptimalconversionrates AverageFrequency 4.75 consistentwithlastquarter Frequency 2-5 foroptimalconversionrates PodsightsQ42022BenchmarkReport16 02 PodcastMediaBuyer'sGuide Basedonthenumberofimpressionsrunduringacampaign, brandscanestimatethenumberofvisitorstheycanexpect Visitors 56,804 1.42% 8,000,001+ 32,766 1.23% 4,000,001-8,000,000 15,254 1.14% 1,000,001-4,000,000 3,842 1.15% 400,001-1,000,000 1,666 1.25% 0-400,000 AverageConversionRate Impressions Inordertomakeconversionratesmoretangible,this tableusesPodsightsbenchmarkdataoncampaign size,frequency,andconversionratestoillustrate theoutcomesyoucanexpectfromyourpodcast advertisingcampaignatdifferentimpressionlevels. Podsightsestimatesthenumberofvisitorsusing arecommendedfrequencyof3. impressionsandaverageconversionrate,assuming ImpressionSize Visitors=Avg.ConversionRate Avg.Frequency Note:acampaignisdefinedasawholisticadvertisingcampaignwhichmayincludemultiplenetworks 1Assum PodsightsQ42022BenchmarkReport18 Advertisersrunningadson2-10publishers continuetoseethehighestconversionrates 1.43% 1.30% 8% 24% 1.13% 4 5% 1.50% Advertisersrunningonmorethanone 1.00% 0.50% AverageConversionRate publishersawhigherconversionrates. Runningpodcastadvertisementson 2-10publishers,ornetworks, continuestobethesweetspotfor drivingthehighestconversionrates quarteroverquarter. 0.00% 1Publisher 2-10Publishers11+Publishers PodsightsQ42022BenchmarkReport19 Pre-rollcontinues totaketheleadthisguarter butMid-rollisnotfarbehind 1% 1.15% 4% 1.06% 19% 0.99% Pre-roll outperformedmid-roll placementsby8%. Thisquarter,pre-roll Mid-roll Post-rollcontinuestotrail behindotherplacements. Post-roll 0.00% 0.25%0.50%0.75%1.00%1.25% AverageConversionRate PodsightsQ42022BenchmarkReport110 Thisperiod,dynamicallyinsertedadshadan Dynamicadconversionratesaverageof1.12%whileembeddedadshadan continuetoexceedembedded averageconversionrateof0.93%. adsthisperiod 4.00% 3.00% 2.00% 1.00% AverageConversionRate ParentingandGamblinghadthehighestdynamicadconversionrate,whileautomotivesawa72%increaseanddominatedembedded conversionrates DynamicAdsrepresent84%oftheadsrunon PodsightswhileEmbeddedadsareonly16%,inagreementwiththeIAB2022PodcastAdRevenueStudy DynamicEmbedded 2022IABIPWCStudy 0.00% PodsightsQ42022BenchmarkReport111 03 Theaverageconversionrate 1.42% 1.31% 1.24% 1.17% 1.10% sawa12%increasethisquarter 1.50% Conversionraterepresents 1.00% Visitors:HouseholdReach sitevisitevents,calculatedas: 0.50% FromSiteVisitors Theaverageconversionratefor sitevisitorsis1.31%inQ32022 Q32021 Q42021 Q22022 Q32022 AverageConversionRate 0.00% Q12022 PodsightsQ42022BenchmarkReportI13 & Parenting Gamblingleadagain Theaverageconversion rateacrossindustries 0.00% 1.00% 2.00% 3.00% 4.00% AverageCR=1.31% 4.09% 3.50% 2.34% -0.60%0.44% 5.00% in highestaveragevisitorconversionrateswas1.31%. PodsightsQ42022BenchmarkReport114 Otherincludesnon-profitcompanies,Jobsearchingsites,RealEstate,etc.FindthefullbreakdownofallindustriesintheAppendix Frequencyremainsconsistent withwhatwesawinQ22022 6.32 5.69 4.76 4.75 4.01 8.00 Frequencyisthenumber timesa 6.00 householdwasexposedtoanad. of Theaveragefrequencystayed relativelyconsistentwithlast AverageFrequency 4.00 2.00 period,havingonlya0.2%decrease. Podsightscontinuesto recommendadvertisersdropfrequencybetween2-5 to achieveoptimalresults. Q32021 Q42021 Q22022 Q32022 0.00 Q12022 PodsightsQ42022BenchmarkReportI15 Averagepurchaseconversionrateincreasedby19% thisquartercomparedtopreviousquarter 0.080% 0.054% 0.045% 0.044% 0.039% 0.037% raterepresents Purchaseconversion FromReach 0.060% 0.040% purchaseevents,calculatedas: PurchaseCR=Purchases:Reach 0.020% Theaveragepurchaseconversion rateincreasedby19%to0.044% thisquarter. 0.000% Q32021 Q42021 Q12022 Q22022 Q32022 PodsightsQ42022BenchmarkReport116 Fashionan