2023年q2播客广告报告（英文版）

podsightsBenchmarkReportQ2 2023 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. Executive1. Conversion rates for mobile app installs rose sharply by44%, signaling advertisers who are focused on growing theirmobile appcustomer base can relyon podcaststobe aSummarystrong channel to drive app downloads and engagement.2. Theaverage conversion rate for website visits in 2022was1.21%, and although that is slightly lower than the previousOver the last year, podcast advertising continuesreport, historical trends consistently show growth inperformance quarter after quarter starting in Q1. Now is ato show strong performance. Conversion metricsgreat time to take advantage of the expected uptick.likepurchaserate andmobile install ratesawanupwardtrend, emphasizingtheimportanceof3.We saw a 5%increaseinaverage purchaseconversion ratepodcasts within an advertiser's media mix.fromattributedvisitorsanda1o%increase in leadconversionrate from attributed visitors - which continues to support theHere are a few highlights from the report -insight that once an exposed listener in the podcast channelarrives at your website, they're likely to take action.And there's so much more. Read on for the full story. 01Overview & Key Takeaways -What you can02Podcast Media Buyer's Guide -expect to findin this report..03Latest Conversion Rate Benchmarks Methodology → 01Overviews & Key Takeaways Analysis OverviewQ22022-Q1202341%55%21%94%YOYYoYYoYYoY10B4.5K1K$790MImpressionsCampaignsBrandsAd SpendPodsights estimates that we measure more than 1in every 3 dollars spent in thepodcast advertising space, given the estimated s3B global podcast ad marketPodsightsQ22023BenchmarkReport/6 Fast Figures2-5Frequency1.21%Average CRacross industries this periodfor optimal conversion ratesAverage Frequency4.55Remains in the LeadPre-Rollconsistent with last quarterfor optimal conversion ratesMinimum Impressions2Mrecommended for anadvertiser's first campaign inthepodcastchannelPodsights Q22023 Benchmark Report17 02Podcast Media Buyer's Guide Start with 2,000,00o impressions if you want a small test, or gobig with 10,000,000+ impressions to get even better resultsIn order to make conversion rates more tangible, thisImpressionsAverageConversionRateVisitorstable uses Podsights benchmark data on campaignsize,frequency,and conversion rates to illustrate0 - 400,0001.06%1,418the outcomes you can expect from your podcastadvertising campaign at different impressionlevels.400,001- 1,000,0001.16%3,853First-time podcast buyers should focus on testing at1,000.001-2.000.0001.33%8,863the 2,000,000 impressions level. That being said, thebrands that decide to go all-in are rewarded as larger2,000,001 - 4,000,0001.25%16,642campaigns drivestrongerresults4,000,001- 10,000,0001.18%39,29610,000,001+1.36%54,480Impression SizeVisitors = Avg. Conversion Rate Avg.FrequencyNote:a campaign is defined as a wholistic advertising campaign which may include multiple networkscyof3PodsightsQ22023BenchmarkReport/9 Pre-roll leads once againThis quarter, pre-roll continues to lead and outperform mid-roll placements by 25%4%Pre-roll1.24%16%Mid-roll0.99%0.00%0.50%1.00%1.50%Average Conversion RatePodsightsQ22023BenchmarkReport/10 03ConversionRate Benchmarks Average conversion rate saw9% Year over Year growthConversion rate represents1.50%site visit events, calculated as:1.31%1.32%1.21%1.17%1.10%Visitors - Household ReachFrom Site Visitors1.00%The average conversion rate for0.50%site visitors is 1.21% in Q12023, an8% drop from the previousquarter. Compared to a 23% dropthe previous year, 2023 podcast0.00%Q12022Q2 2022Q3 2022Q4 2022Q12023media performance is starting theyear out strong.Podsights Q22023Benchmark Report/12 Industries performed relatively similar compared to Qbenchmarks, with Gambling & Parenting touting thehighest average visitor conversion ratesAverage Visitor Conversion Rate2.50%Average CR = 1.21%2.10%2.00%1.66%1.57% 1.55%1.45% 1.34% 1.31% 1.31% 1.30% 1.24%1.50%1.10%1.00%0.50%0.33%0.00%Otherincludesnon-profitcompanies, Job-searchPodsightsQ22023BenchmarkReport/13 Freguency declined slightly, improving the listenerexperience and driving better performingcampaigns overall8.00Frequency is the number of times6.32a householdwas exposedtoanadAverage Frequency6.00The average frequency had a 8%4.944.764.75decrease this period.4.554.00Frequency has remained largelystable for the last four quarters.Podsights continues to2.00recommendadvertiserskeeptheirfrequencybetween2-5to0.00achieve optimal resultsQ12022Q2 2022Q3 2022Q4 2022Q12023Podsights Q2 2023 Benchmark Report /14 Average purchase conversion rateremained high compared to previous guarters0.0