2022年第四季度广告基准报告

→podsightsBenchmarkReportQ4 2022 PodcastPodsights empowers brands and agencieswith valuable attribution and performanceadvertisingmeasurement to help validate and scaletheir podcast advertising.is measurable.Publishers use Podsights to help grow theiraudience and effectively monetize theirpodcast content.We are on a mission to grow podcastadvertising by helping advertisers trulyunderstand and leverage the power ofthe podcasting medium. →→→→01Overview & Key Takeaways -)What you can02Podcast Media Buyer's Guide -expect to findin this report..03Latest Conversion Rate Benchmarks -04Latest Lift Benchmarks - 01Overviews & Key Takeaways Analysis OverviewQ4 2021- Q3 2022T60%35%26%92%YoYYoYYoYYoy10.8B4.2K1KS545MImpressionsCampaignsBrandsAd SpendPodsights estimates that we measure more than 1in every 4 dollars spent in thepodcast advertising space, given the s2B podcast advertising market!1 2022 IABIPWC StudyPodsights Q42022Benchmark Report15 Fast Figures1.31%Average CRPre-RollTakes the Leadacross industries this periodforoptimalconversionrates4.75Average Frequency2-5Frequencyconsistent with last quarterfor optimal conversion ratesPodsights Q4 2022 Benchmark Report16 02Podcast Media Buyer's Guide Based on the number of impressions run during a campaign,brands can estimate the number of visitors they can expectInordertomakeconversionratesmoretangible,thisImpressionsAverageConversionRateVisitorstableuses Podsightsbenchmark data on campaignsize,frequency,andconversionratesto illustratetheoutcomesyoucanexpectfromyourpodcast0 - 400,0001.25%1,666advertising campaign at different impressionlevels.400,001-1,000,0001.15%3,842Podsights estimates thenumberof visitors usingimpressions and averageconversionrate,assuming1.14%a recommended frequency of3.1,000,001- 4,000,00015,2544,000,001-8,000,0001.23%32,766ImpressionSizeVisitors =Avg.Conversion Rate8,000,001+1.42%56,804Avg.FrequencyNote:a campaign is defined as a wholistic advertising campaign whichmay include multiplenetworks1AssumPodsights Q42022 Benchmark Report18 Advertisers running ads on 2-10 publisherscontinue to see the highest conversion rates1.43%1.50%1.30%Advertisers runningon morethanone8%Average Conversion Ratepublisher saw higher conversion rates.24%1.13%4Running podcast advertisements on1.00%5%2 - 10 publishers, or networks,continuestobethesweetspotfordriving the highest conversion rates0.50%quarteroverquarter.0.00%1 Publisher2-10 Publishers11+ PublishersPodsights Q42022 Benchmark Report19 Pre-roll continues to take the lead this guarterbut Mid-roll is not far behind1%Pre-roll1.15%This quarter, pre-rolloutperformed mid-roll4%placements by 8%.Mid-roll1.06%Post-roll continues to trailbehind other placements.19%0.99%Post-roll0.00%0.25%0.50%0.75%1.00%1.25%Average Conversion RatePodsights Q4 2022 Benchmark Report110 This period, dynamically inserted ads had anDynamic ad conversion ratesaverageof 1.12%whileembeddedadshadanaverage conversion rate of 0.93%.continue to exceed embeddedParenting and Gambling had the highestads this perioddynamicadconversionrate,whileautomotivesawa72%increaseanddominatedembeddedconversionrates4.00%Average Conversion RateDynamic Ads represent 84% of the ads run on3.00%Podsights while Embedded ads are only 16%, inagreement with the IAB 2022PodcastAdRevenueStudy2.00%1.00%DynamicEmbedded0.00%2022IABIPWC StudyPodsightsQ42022BenchmarkReport111 03ConversionRateBenchmarks The average conversion ratesaw a 12% increase this quarter1.50%1.42%1.31%1.24%Average Conversion RateConversion rate represents1.17%1.10%site visit events,calculated as:FromSiteVisitors1.00%Visitors : Household Reach0.50%The average conversion rate forsite visitors is1.31%in Q320220.00%Q3 2021Q4 2021Q12022Q2 2022Q3 2022Podsights Q4 2022 Benchmark ReportI13 Parenting & Gambling lead again inThe averageconversionrateacrossindustrieshighest average visitor conversion rateswas 1.31%.5.00%Average CR = 1.31%4.09%4.00%3.50%3.00%2.34%2.00%1.00%- 0.60% 0.44%0.00%Other includes non-profit companies, Jobsearching sites, Real Estate, etc. Find the full breakdown of all industries in the AppendixPodsightsQ42022BenchmarkReport114 Frequency remains consistentwith what we saw in Q2 20228.00Frequency is the number of times a6.32household was exposed to an ad.Average Frequency5.696.00The average frequency stayed4.764.75relatively consistent with last4.01period, having only a 0.2% decrease.4.00Podsights continues torecommend advertisers drop2.00frequency between 2-5 toachieve optimal results.0.00Q3 2021Q4 2021Q12022Q2 2022Q3 2022PodsightsQ42022Benchmark ReportI15 Average purchase conversion rate increased by 19%this quarter compared to previous quarter0.080%Purchase conversion raterepresentspurchase events, calculated as:0.060%0.054%0.045%0.044%From Reach0.039%0.037%PurchaseCR=Purchases:Reach0.040%The average purchase conversion0.020%rate increased by 19% to 0.044%this quarter.0.000%Q3 2021Q4 2021Q1 2022Q2 2022Q3 2022Podsights Q4 2022 Benchmark Report116 Fashion and Beauty experienced theThe average pu