Podsights：2022年第四季度广告基准报告

Q42022一Q42022一podsightsBenchmarkReportPodcastadvertisingismeasurable!

Podsightsempowersbrandsandagencieswithvaluableattributionandperformancemeasurementtohelpvalidateandscaletheirpodcastadvertising.PublishersusePodsightstohelpgrowtheiraudienceandeffectivelymonetizetheirpodcastcontent.Weareonamissiontogrowpodcastadvertisingbyhelpingadvertiserstrulyunderstandandleveragethepowerofthepodcastingmedium.Overview&KeyTakeaways—LatestConversionRateBenchmarks—LatestConversionRateBenchmarks—Whatyoucanexpecttofindinthisreport…

PodcastMediaBuyer'sGuide—LatestLiftBenchmarks—Overviews&KeyTakeaways112022IABIPWCStudy PodsightsQ42022BenchmarkReport15112022IABIPWCStudy PodsightsQ42022BenchmarkReport15AnalysisOverviewQ42021-Q3202210.8BImpressions60%YbY4.2KCampaigns435%YbYBrands92%YbY$545MAdSpendPodsightsestimatesthatwemeasuremorethan1inevery4dollarsspentinthepodcastadvertisingspace,giventhe$2Bpodcastadvertisingmarket1.PodsightsQ42022BenchmarkReport16PodsightsQ42022BenchmarkReport16PodsightsQ42022BenchmarkReport16PodsightsQ42022BenchmarkReport16FastFigures(131%)AAverageCRacrossindustriesthisperiodAAverageFrequencyconsistentwithlastquarterTakestheLeadforoptimalconversionratesAFrequencyforoptimalconversionrates凹PodcastMediaBuyer'sGuide11Assumesarecommendedfrequencyof3 PodsightsQ42022BenchmarkReport1811Assumesarecommendedfrequencyof3 PodsightsQ42022BenchmarkReport18Basedonthenumberofimpressionsrunduringacampaign,brandscanestimatethenumberofvisitorstheycanexpectImpressionsAverageConversionRateVisitors10-400,0001.25%1,666400,001-1,000,0001.15%3,8421,000,001-4,000,0001.14%15,2544,000,001-8,000,0001.23%32,7668,000,001+1.42%56,804Note:acampaignisdefinedasawholisticadvertisingcampaignwhichmayincludemultiplenetworksInordertomakeconversionratesmoretangible,thistableusesPodsightsbenchmarkdataoncampaignsize,frequency,andconversionratestoillustratetheoutcomesyoucanexpectfromyourpodcastadvertisingcampaignatdifferentimpressionlevels.Podsightsestimatesthenumberofvisitorsusingimpressionsandaverageconversionrate,assumingarecommendedfrequencyof3.PodsightsQ42022BenchmarkReport110PodsightsQ42022BenchmarkReport110PodsightsQ42022BenchmarkReport110PodsightsQ42022BenchmarkReport110Advertisersrunningadson2-10publishers

Pre-rollcontinuestotaketheleadthisquarter

butMid-rollisnotfarbehind0.00% 0.25% 0.50% 0.75% 1.00% 1.25%Thisquarter,pre-rolloutperformedmid-rollplacementsby8%.0.00% 0.25% 0.50% 0.75% 1.00% 1.25%Post-rollcontinuestotrailbehindotherplacements.AverageConversionRate112022IABIPWCStudy PodsightsQ42022BenchmarkReport111112022IABIPWCStudy PodsightsQ42022BenchmarkReport111DynamicadconversionratescontinuetoexceedembeddedadsthisperiodThisperiod,dynamicallyinsertedadshadanaverageof1.12%whileembeddedadshadanaverageconversionrateof0.93%.ParentingandGamblinghadthehighestdynamicadconversionrate,whileautomotivesawa72%increaseanddominatedembeddedconversionrates.3.00%2.00%1.00%0.00%DynamicAdsrepresent84%oftheadsrunonPodsightswhileEmbeddedadsareonly16%,inagreementwiththeIAB2022PodcastAdRevenueStudy!DynamicEmbeddedConversionRateBenchmarksPodsightsQ42022BenchmarkReportPodsightsQ42022BenchmarkReport#DataCollection:AttributionMethodology:DataCollection:AttributionMethodology:Appendix:MethodologyDataforthisstudywascollectedandanalyzedinaggregatefromallPodsightscampaignsinthespecifiedperiod.Theaggregateddatahasbeenanonymizedanddoesnotidentifyindividuallisteners,brandsorpublishers.Formoreinformation,checkoutourprivacypolicy.Podsightsdefinesaconversionrateasthenumberofattributedhouseholdsthatvisitedthesitedividedbytheuniquehouseholdsthatdownloadedanepisode.Anattributedvisitorissomeonewhodownloadedapodcastcontaininganadvertisement,andthenvisitedthebrand'sownedandoperatedwebsite.Readmoreaboutourmethodologyhere.AppendixB:CampaignsPerIndustry(pt1/2)IndustryName(Shortened)IndustryName(Long)CountofCampaignsFashionApparel/FashionAccessories(Men/Women)312Arts,Ent.&MediaArts,Entertainment&Media(StreamingServices,Movies,Dance,Theater,Concerts,Opera,AmusementParks,Games,Books-AudioandBound,Music,Magazines,Newspapers,Websites,Apps,DVDs,RadioandTelevisionNetworks/Stations/Programming)289AutomotiveAutomotive/AutomotiveServices78ParentingBaby/Child/Parenting9BeautyBeauty/Cosmetics128BeverageBeverage(Alcohol/Beer/Wine)6B2BBusiness-to-Business(Businessconductedbetweenonebusinessandanothersuchasawholesalerandretailer)439CPGConsumerPackagedGoods(CPG)61EducationEducation120FinancialServicesFinancialServices(Banks,Insurance,Securities,Mortgages,FinancialServicesSoftware)386GamblingGambling/SportsBetting33IndustryCategoriesalignwiththeMay2021USPodcastAdvertisingRevenueStudy.PodsightsQ42022BenchmarkReport132

AppendixB:CampaignsPerIndustry(pt2/2)IndustryName(Shortened)IndustryName(Long)CountofCampaignsHealth/WellnessHealth/Wellness(includingFitness,Diet,Yoga,Meditation,etc.)385HomeHomeImprovement/Furnishings214OtherOther(Primarilyincludesenergy,government/non-profit,andadvocacy)108PharmaPharmaceuticals(OTCandDTC)38Prof.ServicesProfessionalServicesfornon-BusinessEntities22RestaurantsRestaurants/bars50Retail(B&M)Retail(Brick&Mortar/eCommerce)97RetailDTCRetailDirect-to-Consumer(companieswhosere