Omni-channel ad measurement platform Podscribe has released the latest edition of its Performance Benchmark Report, revealing Q1 data which aims to provide the latest data, insights, and performance in the audio advertising industry. It reveals proprietary data on trends, benchmarks, and best practices current in audio advertising.
For the impatient and short of time, we’ll start this coverage with Podscribe’s four key highlights:
Very interestingly, Podscribe charts and compares key metrics for streaming audio, podcasting. and podcast performance for streaming audio advertisers. This complex metrical dive is concisely reported in the chart below.
We observe the favorable numbers for the middle line — podcast conversion and cost performance for streaming audio advertisers.
The timeline below charts the strong one-year growth of video podcast campaigns (called simulcasts in this chart), rising from 65% buy-in of video to 79%.
To guide advertisers, Podscribe has developed its State Consumption Index, a kind of nationwide competitive chart between podcast listening and streaming audio in each state.
One key survey result that we have seen again and again in podcast survey research: Podcast listeners are more likely to have higher disposable income and higher educations — key demographic points for advertisers.
The Curve
This Podscribe report introduces a Reach Curve, charting the extent to which podcast advertisers are reaching the total body of podcast listeners. Total reach would be represented by 2B+ impressions per month. (We’re a bit perplexed by an approximate number representing a solid metrical goal, but we get the overall point). Along with this metric is a graphic pointer to the reach of 99% of advertisers. See below.
A solution is proposed: use both podcast advertising and streaming audio advertising. Podscribe promises that tactical allocation will reach “up to 85%” of the U.S. adult population.
And…
We have covered 21% of the 77 data slides Podscribe generously offers. Section headers not described above include:
- Purchase Incrementality – Measuring the true impact of your advertising campaigns on consumer behavior beyond the last click.
- Pixel vs Promo vs Survey – Comparing attribution methodologies to understand the full impact of your podcast advertising
- Adv. Industry Benchmarks – Deep dive into Visitor Rate, Purchase Rate, CPA, and CPV performance across key market verticals
- Show Genre Benchmarks – Explore performance trends across key content categories and genres
- Advertiser Industry x Genre – Visitor rate, purchase rate, CPV, and CPA matrices by advertiser industry and podcast genre
- Ad Load – By quarter across five years, and host-read compared to producer-read
As always, we recommend sourcing the original. It is HERE.