Podcast advertising continues to show strong performance, with conversion rates for mobile app installs rising by 44% and average purchase conversion rate increasing by 5% from attributed visitors. 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. The importance of podcasts within an advertiser's media mix is emphasized by the upward trend in conversion metrics like purchase rate and mobile install rates. Overall, this report highlights the effectiveness of podcast advertising as a channel to drive app downloads and engagement, and provides valuable insights for advertisers looking to leverage the power of the podcasting medium.
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