IAB 预计播客广告在 2019 年将超过 5 亿美元，这意味着在短短两年内增长了约 65%。对于希望吸引广告商的播客来说，展示业绩证明不仅仅是一个很好的条件，它正迅速成为一个必须具备的条件。虽然下载指标可以帮助广告商了解哪些播客受欢迎，但它们并不能告诉品牌经理们播客广告对客户的影响。
Advertisers of all types are getting serious about podcast advertising. From consumer packaged goods (CPG) brands that enjoy widespread familiarity to upstart services in the constantly evolving tech sector, brand advertisers are experimenting—and ultimately staying—with podcast advertising. Why? Because they’re actively tracking the engagement of podcast listeners and reaping the benefits. In fact, many popular brands with as much as 69% top-of-mind awareness, to lesser-known brands with as little as 17% awareness, are tracking the performance of their podcast ads.
根据尼尔森在过去 18 个月中进行的近 50 项定制研究的数据，播客广告已证明它能在许多重要指标上为广告商带来积极影响。值得注意的是，播客广告被发现可以提高知名度、广告回忆率、亲和力、推荐度和购买意向等关键指标。
与其他形式的媒体不同，主持人朗读广告在播客领域非常常见。因此，品牌必须了解广告与节目内容的结合程度。尼尔森通过研究发现，品牌和播客在将广告融入播客内容方面做得很好。当被问及是否认为广告与播客内容相得益彰时，64% 的受访者表示同意。这为品牌寻找与其目标受众有联系的节目提供了良机。
Additional Resources
- ARF AudienceXScience 会议议程
- ARF AudienceXScience Conference in New Jersey on April 16, 2019.
- 尼尔森播客洞察, Q3 2017
- 营销人员播客指南, Q1, 2018
- The Database Podcast: The Business of Podcasting
- 如果你创造了，他们会来吗？制作播客内容以建立听众群, Q2 2016
方法
Nielsen’s branded content testing suite has the ability to evaluate the advertising effectiveness of brand sponsorships in podcasts. Measurement focuses on three key areas of podcast sponsorships:
- 购买漏斗指标，如熟悉度、推荐度和购买意向
- 广告的可记忆性或可回忆性
- 内容和广告的属性与感知
这项研究使我们能够制定播客广告效果基准，为尼尔森的播客客户提供标准平均值。与尼尔森的平均值相比，尼尔森播客广告效果基准在无助回忆、有助回忆、熟悉度、亲和力、购买意向、推荐意向、品牌契合度和内容评级方面为单个广告活动的效果提供了方向性指导。
