Podcast report: Ad spending up, more engagement
ARN’s iHeartPodcast Network Australia is exceeding global benchmarks and continues to be a market leader in advertising effectiveness, according to findings from the Q2 Podsights Benchmark Australian Report.
Through its partnership with Podsights, ARN says it is setting the standard for podcast advertising measurement, providing commercial partners with data-led insights to ensure maximum engagement and conversion with iHeartPodcast Network’s audiences.
The report examines data gathered from April 2021 –March 2022. Key findings from the benchmark report and additional analysis include:
* iHeartPodcast Network Australia recorded 5.8 million listeners in March 2022, resulting in 25.8 million downloads equating to an average of 4.5 downloads per listener.iii
* The conversion rate, which is the percentage of listeners exposed to an ad who then visits a brand’s website or app, is 145% higher on ARN’s iHeartPodcast Network Australia compared with the Podsights global average.[i]
* January 2022 – March 2022 had double (+110%ii) the number of impressions served compared to the same period last year with an 81% increase in expenditure.
* Advertisers continue to use premium real estate in podcasts, with 93% of podcast advertising campaigns utilising either the pre or mid roll.ii
ARN’s Head of Digital Audio Corey Layton says “Podcasts continue to lead the way with the highest levels of engagement. The quarterly benchmark report continues to highlight it’s a myth that podcasts can’t be measured and that ARN’s iHeartPodcast Network Australia is leading the way, performing 70% higher than the global average.”
Director of Partnerships at Podsights Matthew Drengler says “The latest Australian Benchmark Report continues to demonstrate the strength of the Australian podcast market. The growth in ad spend is testament to the growth of the medium and strength in how listeners are engaging with podcast advertising messages.”
iPodsights Australia Q2-22
iiPodsights Global Q2-22
iii Triton Digital’s Australian Podcast Ranker (March 2022) of the participating publishers.