닐슨의 '팟캐스트의 오늘' 보고서에 따르면 팟캐스트 광고는 마케터에게 ROI를 높일 수 있는 더 큰 기회를 제공합니다.

팟캐스트 시청자 수는 3년 만에 40% 증가했으며, 브랜드는 닐슨 데이터를 통해 청취자 및 장르별 인사이트를 활용하여 도달 범위를 확대할 수 있습니다.

NEW YORK, May 11, 2022 – Nielsen (NYSE: NLSN), a global leader in audience measurement, data and analytics, released the third installment of its 오늘 팟캐스트 시작하기 report. The latest edition highlights the significant growth in podcast audiences and content, and how brands and advertisers can utilize the medium to amplify reach and ROI.

오늘 팟캐스트 시작하기 revealed that the number of podcast titles and episodes have increased by nearly 200% each over the last two years (2 million and 92 million, respectively), and over 50% of daily podcast consumers listen more often and to more titles, adding to the potential of increased audience reach. The report also found that podcast listeners are more likely to plan a major purchase within 12 months—such as new technology, home entertainment, or a vehicle—and 88% of these consumers are willing to consider a new brand, making podcast advertisements a useful tool for marketers looking to drive upper-funnel engagement.

닐슨 팟캐스트 광고 효과 insights found that podcast ads drive an aided brand recall rate of 71%, while 56% of podcast listeners say they pay more attention to ads read by the host(s).

“Nielsen’s unique suite of podcasting solutions enable brands and marketers to understand the behaviors of podcast listeners, which leads to reaching the right consumers and driving ROI,” said Arica McKinnon, VP, Brand Impact Solutions, Nielsen. “The 오늘 팟캐스트 시작하기 report reveals the massive growth observed in podcast consumers and content, and the impact Nielsen’s podcasting solutions could have on brand awareness, audience reach, and overall engagement.”

With the 오늘 팟캐스트 시작하기 report identifying a 40% increase in podcasting’s listener base since 2018, the medium has become an effective way to reach new and existing consumers, and marketers are taking note. Nielsen’s 2022 Annual Marketing Report found that 56% of marketers in North America plan to increase their podcast spending over the next year, and 15% of marketers plan to increase their podcast spending by 50% or more in the same timeframe.

Using the Nielsen data and solutions that underpin this edition of 오늘 팟캐스트 시작하기, marketers can gain in-depth knowledge into various brand performance and listener engagement metrics. Armed with these insights, marketers will be better geared toward meeting their individual KPIs while simultaneously understanding the returns of their efforts.