The pandemicโs role as a digital adoption accelerant for the masses notwithstanding, many consumers were leaning into on-demand options well before media became a homebound necessity during much of 2020. The phenomenal growth in podcast engagement over the past seven or eight yearsโeven throughout much of last yearโspeaks to how consumers increasingly want two things: something that is both relevant to them and available on their schedules.
In concert with a 40% increase in the U.S. population listening to podcasts over the past three years, advertisers continue to tap into the growing medium to reach engaged listeners. Notably, eMarketer forecasted that podcast ad revenue will exceed $2 billion by 2023: that would mean growth of nearly $1 billion in just two years. And amid the 2 million podcast titles featuring 88 million individual episodes, brands should be mindful of a growing core base of listeners: women.
Sejak tahun 2018, jumlah pendengar podcast perempuan telah meningkat sebesar 76%. Dan mungkin yang lebih mengesankan-mengingat bahwa keterlibatan audio sering dikaitkan dengan jauh dari rumah-adalah peningkatan sebesar 41% sejak awal pandemi. Pertumbuhan keterlibatan podcast juga tidak menunjukkan tanda-tanda melambat, karena survei Nielsen baru-baru ini menemukan bahwa 61% pelanggan audio streaming berbayar berencana untuk meningkatkan konsumsi podcast mereka selama 12 bulan ke depan.
Because podcast listening has become far more mainstream than when podcasts first started to enter the media mix, light podcast listenersโthose who listen anywhere between once and three times a monthโrepresent roughly half of all podcast listeners. While this clearly validates that podcasts appeal to more than just a niche audience, advertisers know that more frequent engagement means more opportunity to reach listeners. Again, women should be a significant focus on this front.
In the four years since Nielsen established its Daya Beli Podcast service, which provides with brands information about the buying behaviors of podcast listeners, the number of heavy female podcast listenersโthose who listen 10+ times per monthโhas increased by 90%.
Podcast advertisingโparticularly when read by the hostโdrives a stronger brand recall punch than more traditional forms of advertisements. For example, Nielsenโs Efektivitas Iklan Podcast (PAE) solutions have found that hostread ads drive a brand recall rate of 71%, which subsequently creates high levels of consumer interest, purchase intent and recommendation intent.
Solusi PAE Nielsen juga mencatat bahwa iklan podcast mendorong peningkatan rata-rata kesadaran merek sebesar 14 poin. Namun, di antara pendengar berat wanita, peningkatannya mencapai 20 poin-43% lebih tinggi dari rata-rata.
Statistik keterlibatan iklan utama lainnya:
- 73% pendengar wanita dapat mengingat merek setelah terpapar
- 54% pendengar wanita menganggap konten podcast menarik
Dibandingkan dengan masa-masa awal podcast, pengiklan memiliki lebih sedikit pertanyaan tentang mekanisme dan platform pengiriman yang terfragmentasi, yang mendorong kekhawatiran tentang skalabilitas. Saat ini, pertanyaan-pertanyaan tersebut sebagian besar berpusat pada di mana harus berinvestasi, terutama ketika lanskapnya semakin meluas. Untungnya, bagaimanapun juga, jawaban atas pertanyaan-pertanyaan tersebut harus terhubung langsung dengan siapa yang mendengarkan, dan seberapa besar keterlibatan mereka dengan apa yang mereka dengarkan.
Sumber
- Daya Beli Podcast Nielsen Scarborough, Mei 2021
- Gracenote Audio On-Demand, February 2022
- Daya Beli Podcast Nielsen Scarborough, November 2021
