2023年第一季度播客指标报告（英）.pdf

BenchmarkReportQ1 2023 Podcast advertising is measurable!Podsights empowers brands and agencies with valuable attribution and performance measurement to help validate and scale their podcast advertising.Publishers use Podsights to help grow theiraudience and effectively monetize theirpodcast content.Weareon a mission to growpodcastadvertising byhelping advertisers truly understandandleverage the power of the podcasting medium.010203Podcast Media Buyers Guide Latest Conversion Rate Benchmarks Whatyou can expectto find in this reportOverview&Key Takeaways Overviews&Key Takeaways01Analysis OverviewQ1 2022-Q4 202212BImpressions53%YoY4.3KCampaigns1KBrands15%YoY$757MAd Spend152%YoYPodsights estimates that we measure more than 1 in every 3 dollars spent in the podcast advertising space,given the$2B podcast advertising market.2022 IAB|PWC StudyPodsights Q1 2023 Benchmark Report|51125%YoYAverage CR across industries this period1.32%Average Frequency4.94Fast Figuresconsistent with last quarterFrequency2-5for optimal conversion ratesRemains in the LeadPre-Rollfor optimal conversion ratesPodsights Q1 2023 Benchmark Report|602Podcast Media BuyersGuideImpressionsAverage Conversion RateVisitors0-400,0001.52%2,028400,001-1,000,0001.64%5,4781,000,001-2,000,0001.30%8,6892,000,001-4,000,0001.55%20,6174,000,001-10,000,0001.36%45,23410,000,001+1.30%52,128Based on the number of impressions run during a campaign,brands can estimate the number of visitors theycan expect In order to make conversion rates more tangible,thistable uses Podsights benchmark data on campaign size,frequency,and conversion rates to illustrate the outcomes you can expect from your podcast advertising campaign at different impression levels.Podsights estimates the number of visitors using impressions and average conversion rate,assuming a recommended frequency of 3.Note:a campaign is defined as a wholistic advertising campaign which may include multiple networksPodsights Q1 2023 Benchmark Report|8Assumes a recommended frequency of 311Visitors=Avg.Conversion Rate xImpression SizeAvg.Frequency()Pre-rollMid-rollAverage Conversion RateThis quarter,pre-roll continues to take the lead and outperforms mid-rollplacements by 9%.0.00%0.50%1.00%1.50%1.29%1.18%12%11%Podsights Q1 2023 Benchmark Report|9Pre-roll takes the lead once again03Conversion Rate Benchmarks0.00%0.50%1.00%1.50%Q42021Q12022Q22022Q32022Q420221.42%1.10%1.17%1.31%1.32%AverageConversionRateFrom Site VisitorsAverage conversion rate remains consistent with what we saw in Q3 2022Podsights Q1 2023 Benchmark Report|11The average conversion rate for site visitors is 1.32%in Q4 2022.Conversion rate represents sitevisit events,calculated as:Visitors Household Reach0.00%1.00%2.00%3.00%4.00%5.00%ParentingGamblingRetail(B&M)EducationTravelAutomotiveProf.ServicesRetail DTCArts,Ent.&MediaHomeFashionTelecomOtherRestaurantsFinancial ServicesBeautyB2BHealth/WellnessPharmaCPGBeverage4.46%3.24%2.35%2.15%2.11%1.92%1.84%1.73%1.67%1.56%1.44%1.39%1.29%1.25%1.00%0.95%0.89%0.81%0.79%0.68%0.32%Parenting&Gambling lead again in highest average visitor conversion ratesThe average conversion rate across industrieswas 1.32%.AverageVisitorConversionRateAverage CR=1.32%Other includes non-profit companies,Job-searching sites,Real Estate,etc.Find the full breakdown of all industries in the Appendix.Podsights Q1 2023 Benchmark Report|12Frequency saw a slightincrease this quarterFrequency is the number of times a household was exposed to an ad.The average frequency had a 4%increase this period.Podsights continues to recommend advertisers drop frequency between 2-5 to achieve optimal results.0.002.004.006.008.00Q42021Q12022Q22022Q32022Q420225.696.324.764.754.94AverageFrequencyPodsights Q1 2023 Benchmark Report|130.000%0.020%0.040%0.060%0.080%Q42021Q12022Q22022Q32022Q420220.039%0.045%0.037%0.044%0.044%Average purchase conversion rate remained consistent to previous quarterPodsights Q1 2023 Benchmark Report|14The average purchaseconversion rate this quarter was 0.044%.Purchase conversion rate represents purchaseevents,calculated as:PurchaseCRfrom reach=Purchases ReachAveragePurchaseConversionRateFrom ReachRetail(Brick&Mortar)experienced the highest purchase conversion rate The average purchase conversion rate across industries was 0.044%.0.00%0.02%0.04%0.06%0.08%Retail(B&M)EducationBeautyFashionCPGRetail DTCHealth/WellnessRestaurantsParentingFinancial ServicesAutomotiveArts,Ent.&MediaHomeOtherBeverageTelecomTravelB2BPharmaGambling0.07%0.07%0.07%0.06%0.05%0.05%0.04%0.04%0.04%0.04%0.04%0.04%0.03%0.03%0.03%0.03%0.02%0.02%0.02%0.01%AveragePurchaseConversionRateFrom ReachAverage Purchase CR from reach=0.044%Podsights Q1 2023 Benchmark Report|150.00%2.00%4.00%6.00%8.00%Q42021Q12022Q22022Q32022Q420224.91%5.29%4.64%4.81%5.15%Q4 2022 saw an increase in average purchase conversion rate from attributed visitorsPodsights Q1 2023 Benchmark Report|16The conversion rate from attributed visitors describes the rate ofpurchase from households who are driven to the website as a result of the podcast ad and is calculated as:PurchaseCR from attributed visitors=The average purchase conversion rate increased by7%to 5.15%.Purchases VisitorsAveragePurchaseConversionRateFrom Attributed Visitors0.00%2.50%5.00%7.50%10.00%PharmaBeautyCPGFashionHealth/WellnessOtherRetail(B&M)Retail DTCFinancial ServicesBeverageRestaurantsArts,Ent.&MediaHomeB2BTelecomEducationTravelAutomotiveGambling8.28%7.61%7.34%6.91%6.07%5.57%5.29%5.25%4.80%4.58%4.32%4.09%4.02%2.97%2.93%2.55%2.46%2.13%0.96%Pharma jumps to the top and experiencesthe highest purchase conversion rate from attributed website visitorsAveragePurchaseConversionRateFrom Attributed VisitorsThe average purchase conversion rate from attributed visitors across industries was 5.15%.Average Purchase CR from attributed visitors=5.15%Podsights Q1 2023 Benchmark Report|17This graph compares the purchase rate based on exposure vs.purchase rate based on total attributed visitors to a brands website AveragePurchaseConversionRateby ReachAverage PurchaseConversion RateFrom Attributed Visitors0.09%0.07%0.04%0.02%0.00%0.00%2.58%5.15%7.73%10.30%Podsights Q1 2023 Benchmark Report|18This graph compares the visitor rate based on exposure vs.the purchase rate based on exposureAverageVisitorConversionRateby ReachAverage PurchaseConversion RateBy Reach2.65%1.99%1.32%0.66%0.00%0.00%0.02%0.04%0.07%0.09%Podsights Q1 2023 Benchmark Report|190.00%0.03%0.07%0.10%0.13%Q42021Q12022Q22022Q32022Q420220.09%0.08%0.08%0.11%0.10%AverageLeadConversionRateLead conversion rates dipped slightly this quarterPodsights Q1 2023 Benchmark Report|20Lead events are a custom eventsuch as a sign-up or email capture.Lead conversion ratefrom attributed visitors is calculated as:LeadCRfrom Reach=Leads ReachThe lead conversion rate decreased by 8%compared to last period.RetailDTC makes its way to the top,dominating lead conversions in podcast advertising this quarter0.00%0.05%0.10%0.15%0.20%Retail DTCHealth/WellnessFinancial ServicesTelecomEducationRetail(B&M)B2BHomeProf.ServicesTravelPharmaOtherFashionArts,Ent.&MediaAutomotiveRestaurantsBeauty0.18%0.17%0.14%0.14%0.11%0.09%0.08%0.06%0.06%0.06%0.06%0.06%0.05%0.05%0.05%0.03%0.02%AverageLeadConversionFrom ReachPodsights Q1 2023 Benchmark Report|21This quarter,industries likePharma and Automotivesaw a dip in average lead conversion rate.Average Lead CR from Reach=0.11%The lead conversion rate from attributed visitors continues to increasePodsights Q1 2023 Benchmark Report|220.00%5.00%10.00%15.00%Q42021Q12022Q22022Q32022Q4202213.58%12.13%9.96%11.79%13.03%AverageLeadConversionRateLead events are a custom eventsuch as a sign-up or email capture.Lead conversion rate from attributed visitorsis calculated as:LeadCRfrom Attributed Visitors=Leads Attributed VisitorsThe lead conversion rate increased by11%this quarter.Pharma rose to the top for lead events0.00%10.00%20.00%30.00%PharmaHealth/WellnessRetail DTCFinancial ServicesTelecomTravelAutomotiveRestaurantsB2BArts,Ent.&MediaEducationHomeRetail(B&M)FashionOtherProf.ServicesBeauty26.50%21.66%19.41%18.00%14.46%14.15%13.16%11.24%11.09%9.43%8.94%8.21%8.13%6.87%6.77%6.01%4.54%Average Lead CR from Attributed Visitors=13.03%AverageLeadConversionFrom Attributed VisitorsPodsights Q1 2023 Benchmark Report|230.00%0.05%0.10%0.15%0.20%Q42021Q12022Q22022Q32022Q420220.12%0.15%0.14%0.15%0.16%Install conversion ratesshow a steady increase since Q2 2022Podsights Q1 2023 Benchmark Report|24AverageInstallConversionRateThe install conversion rate refers to mobile app installs,and is calculated as:Install CR=Installs ReachThe install conversion rate increased by 3%this quarter to 0.16%.Arts,Entertainment&Media continues to maintain thehighest install conversion rate0.00%0.05%0.10%0.15%0.20%0.25%Arts,Ent.&MediaGamblingFinancial ServicesRetailDTCOtherHealth/WellnessB2BEducation0.24%0.20%0.19%0.17%0.14%0.11%0.09%0.04%AverageInstallConversionRateArts,Ent.&Media includes mobile game apps,and this industry dominates install conversion rates.The average install conversion rate across all industries was 0.16%.Average CR=0.16%Podsights Q1 2023 Benchmark Report|25Note:Podsights excludes industries that have less than 3 brands with relevant dataWantto learn more?For questions about this report,please reach out to Emily MTo learn more about Podsights and our suite of productscheck out our help center!Podsights Q1 2023 Benchmark Report|Podsights Q1 2023 Benchmark Report|27Get started with Podsights!First time advertising on podcasts and not sure where to start?Start with Podsights!You can now easily register for a Podsightsaccount and activate a membership withouthaving to talk to us!Podsights is your place to gain access to world class podcast advertising attribution and insights.Sign up for a free account today AppendixAppendix:MethodologyData Collection:Data for this study was collected and analyzed in aggregate from allPodsights campaigns in the specified period.The aggregated data has been anonymized and does not identify individual listeners,brands or publishers.For moreinformation,checkout our privacypolicy.Attribution Methodology:Podsights defines a conversion rate as the number of attributed households that visited the site divided by the unique households that downloaded an episode.An attributed visitor is someone who downloaded a podcast containing an advertisement,and then visited the brands owned and operated website.Read moreabout our methodology here.Podsights Q1 2023 Benchmark Report|29Appendix B:CampaignsPer Industry(pt 1/2)Industry Categories align with the May 2021 US Podcast Advertising Revenue Study.FashionApparel/Fashion Accessories(Men/Women)444Arts,Ent.&MediaArts,Entertainment&Media(Streaming Services,Movies,Dance,Theater,Concerts,Opera,Amusement Parks,Games,Books-Audio and Bound,Music,Magazines,Newspapers,Websites,Apps,DVDs,Radio and Television Networks/Stations/Programming)464AutomotiveAutomotive/AutomotiveServices89ParentingBaby/Child/Parenting17BeautyBeauty/Cosmetics164BeverageBeverage(Alcohol/Beer/Wine)16B2BBusiness-to-Business(Business conducted between one business and another such as a wholesaler and retailer)634CPGConsumer Packaged Goods(CPG)77EducationEducation125FinancialServicesFinancialServices(Banks,Insurance,Securities,Mortgages,Financial Services Software)539GamblingGambling/SportsBetting67Industry Name(Shortened)Industry Name(Long)Count ofCampaignsPodsights Q1 2023 Benchmark Report|30Appendix B:CampaignsPer Industry(pt 2/2)Industry Name(Shortened)Industry Name(Long)Count ofCampaignsPodsights Q1 2023 Benchmark Report|31HomeHomeImprovement/Furnishings303OtherOther(Primarily includes energy,government/non-profit,and advocacy)238PharmaPharmaceuticals(OTC and DTC)53Prof.ServicesProfessionalServicesfor non-Business Entities28RestaurantsRestaurants/bars72Retail(B&M)Retail(Brick&Mortar/eCommerce)132Retail DTCRetailDirect-to-Consumer(companies whose revenue is attained predominantly through E-commerce)227TelecomTelecommunications(Telephony,Mobile Service Providers,Cable/Satellite TV services,ISPs,Wireless)94TravelTraveland Tourism(Resorts/Hotels/Airlines)66Health/WellnessHealth/Wellness(including Fitness,Diet,Yoga,Meditation,etc.)528Industry Categories align with the May 2021 US Podcast Advertising Revenue Study.Appendix C:BrandsPer Industry Measured by PodsightsPodsights Q1 2023 Benchmark Report|32Industry Categories align with the May 2021 US Podcast Advertising Revenue Study.050100150B2BFinancial ServicesHealth/WellnessArts,Ent.&MediaOtherFashionHomeEducationRetail DTCAutomotiveCPGRetail(B&M)TelecomTravelBeautyRestaurantsPharmaBeverageProf.ServicesGamblingParentingNumberofBrandsQ1 2023Q4 20221461321168775706542393434302928262421121294Thank You!|Benchmark ReportQ1 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