2023年q2播客广告报告（英文版）

podsights Benchmark Report Q22023 PodcastPodsightsempowersbrandsandagencies withvaluableattributionandperformance advertising measurementtohelpvalidateandscale theirpodcastadvertising. ismeasurable!PublishersusePodsightstohelpgrowtheiraudienceandeffectivelymonetizetheir podcastcontent. Weareonamissiontogrowpodcast advertisingbyhelpingadvertiserstruly understandandleveragethepowerofthepodcastingmedium. Executive 1.Conversionratesformobileappinstallsrosesharplyby 44%,signalingadvertiserswhoarefocusedongrowingtheir mobileappcustomerbasecanrelyonpodcaststobea Summary strongchanneltodriveappdownloadsandengagement. 2.Theaverageconversionrateforwebsitevisitsin2022was 1.21%,andalthoughthatisslightlylowerthantheprevious Overthelastyear,podcastadvertisingcontinuesreport,historicaltrendsconsistentlyshowgrowthin toshowstrongperformance.Conversionmetricslikepurchaserateandmobileinstallratesawanupwardtrend,emphasizingtheimportanceofpodcastswithinanadvertiser'smediamix. performancequarterafterquarterstartinginQ1.Nowisagreattimetotakeadvantageoftheexpecteduptick. 3.Wesawa5%increaseinaveragepurchaseconversionratefromattributedvisitorsanda1o%increaseinleadconversion ratefromattributedvisitors-whichcontinuestosupportthe Hereareafewhighlightsfromthereport- insightthatonceanexposedlistenerinthepodcastchannel arrivesatyourwebsite,they'relikelytotakeaction. Andthere'ssomuchmore.Readonforthefullstory. 01Overview&KeyTakeaways- Whatyoucan02PodcastMediaBuyer'sGuide- expecttofind inthisreport..03LatestConversionRateBenchmarks Methodology→ 01 Overviews&KeyTakeaways AnalysisOverview Q22022-Q12023 41% 55% 21% YOY YoY YoY 10B4.5K1K$790M ImpressionsCampaignsBrandsAdSpend Podsightsestimatesthatwemeasuremorethan1inevery3dollarsspentinthepodcastadvertisingspace,giventheestimateds3Bglobalpodcastadmarket PodsightsQ22023BenchmarkReport/6 94% YoY FastFigures 1.21% AverageCR acrossindustriesthisperiod Frequency foroptimalconversionrates 4.55 AverageFrequency Pre-Roll RemainsintheLead 2-5 consistentwithlastquarterforoptimalconversionrates 2M MinimumImpressions recommendedforan advertiser'sfirstcampaignin thepodcastchannel PodsightsQ22023BenchmarkReport17 02 PodcastMediaBuyer'sGuide Startwith2,000,00oimpressionsifyouwantasmalltest,orgo bigwith10,000,000+impressionstogetevenbetterresults ImpressionsAverageConversionRateVisitors 0-400,0001.06%1,418 400,001-1,000,0001.16%3,853 Inordertomakeconversionratesmoretangible,this tableusesPodsightsbenchmarkdataoncampaign size,frequency,andconversionratestoillustratetheoutcomesyoucanexpectfromyourpodcastadvertisingcampaignatdifferentimpressionlevels. 1,000.001-2.000.0001.33%8,863 First-timepodcastbuyersshouldfocusontestingatthe2,000,000impressionslevel.Thatbeingsaid,the brandsthatdecidetogoall-inarerewardedaslarger 2,000,001-4,000,0001.25%16,642campaignsdrivestrongerresults 4,000,001-10,000,0001.18%39,296 10,000,001+1.36%54,480 Visitors=Avg.ConversionRate ImpressionSize Avg.Frequency Note:acampaignisdefinedasawholisticadvertisingcampaignwhichmayincludemultiplenetworks cyof3PodsightsQ22023BenchmarkReport/9 Pre-rollleadsonceagain Thisquarter,pre-rollcontinuestoleadandoutperformmid-rollplacementsby25% 4% Pre-roll1.24% Mid-roll 16% 0.99% 0.00%0.50%1.00%1.50% AverageConversionRate PodsightsQ22023BenchmarkReport/10 03 ConversionRateBenchmarks Averageconversionratesaw 9%YearoverYeargrowth 1.50% 1.10% 1.17% 1.31%1.32% 1.21% Conversionraterepresents sitevisitevents,calculatedas: 1.00% Visitors-HouseholdReach Theaverageconversionratefor 0.50%sitevisitorsis1.21%inQ12023,an FromSiteVisitors 0.00% 8%dropfromthepreviousquarter.Comparedtoa23%dropthepreviousyear,2023podcast Q12022Q22022Q32022Q42022Q12023mediaperformanceisstartingthe yearoutstrong. PodsightsQ22023BenchmarkReport/12 IndustriesperformedrelativelysimilarcomparedtoQbenchmarks,withGambling&Parentingtoutingthehighestaveragevisitorconversionrates 2.50%AverageCR=1.21% 2.10% 2.00% 1.50% 1.66% 1.57%1.55% 1.45% 1.34%1.31%1.31%1.30%1.24% 1.10% 1.00% 0.50%0.33% 0.00% AverageVisitorConversionRate Otherincludesnon-profitcompanies,Job-searchPodsightsQ22023BenchmarkReport/13 Freguencydeclinedslightly,improvingthelistener experienceanddrivingbetterperforming campaignsoverall 8.00 Frequencyisthenumberoftimes 6.32ahouseholdwasexposedtoanad 6.00Theaveragefrequencyhada8% 4.764.75 4.94 4.55 decreasethisperiod. 4.00Frequencyhasremainedlargely stableforthelastfourquarters. AverageFrequency 2.00 Podsightscontinuestorecommendadvertiserskeeptheirfrequencybetween2-5to 0.00achieveoptimalresults Q12022Q22022Q32022Q42022Q12023 PodsightsQ22023BenchmarkReport/14 Averagepurchaseconversionrateremainedhighcomparedtopreviousguarters 0.080% Purchaseconversionraterepresents 0.060% purchaseevents,calculatedas: 0.040% 0.045%0.044%0.044% 0.037% 0.043% PurchaseCRfromreach=Purchases÷Reach FromReach 0.020%Theaveragepurchaseconversionrate thisquartercontinuestostaystrong, cominginat0.043%. AveragePurchaseConversionRate 0.000% Q12022Q22022Q32022Q42022Q12023 PodsightsQ22023BenchmarkReport/15 Educatio