由于今年是 COVID-19 年，因此 2020 年已成为媒体消费年，尤其是在春季禁播期间。然而，虽然今年早些时候出现的大规模消费高峰已经过去，但播客的参与度仍有望在今年再创新高，这是所有营销人员都应该关注的。
The engagement with podcasts is both a testament to the medium and proof that the medium is not reliant on the workday commute to thrive. September 2020 research from eMarketer notes that more than 106 million Americans will be listening to podcasts by the end of the year, which represents annual growth of more than 16%. What’s more, the ad dollars have followed, with the IAB forecasting U.S. podcast ad spend growth of just under 15%, pushing total spend to roughly $1 billion.
有资料表明，播客听众是参与度最高的听众之一，这在很大程度上反映了主持人的水平。但从广告角度来看，听众对节目主持人的亲和力与对节目内容的亲和力同样重要。这是因为主持人朗读的广告比非主持人朗读的广告更容易引起品牌回忆。不过，值得注意的是，赞助商朗读的广告仍能产生强大的记忆效果。
Unlike other media, measurement in the podcast space isn’t a cut-and-dry endeavor. The myriad parties involved and increasing platforms that host and distribute the content inhibit the ability to collect holistic and representative listener data. As marketers weigh their campaign efforts, their real focus should be on aligning with podcasts that cater to their specific audiences rather than podcasts that simply boast mass reach. Importantly, a Nielsen study last year found that top-of-mind brand awareness for many popular brands was nearly 70% among podcast listeners.
为了更好地了解和衡量播客听众的品牌和内容指标，尼尔森对 240 个品牌进行了 260 多项调查。这项研究包括向听众展示播客片段，并通过一系列关键的品牌指标和内容衡量标准，评估听众与未接触播客的听众之间的互动情况，从而使品牌能够衡量其广告或赞助对播客的影响。
从营销投资的角度来看，我们的品牌参与数据说明了主机阅读广告的优势。例如，在激发听众寻求更多产品信息方面，主机播读广告优于非主机播读广告。与非主读广告相比，主读广告还能使听众的购买和推荐意向平均提高 50%。
Aside from the fact that podcast ads drive significant brand lift, the podcast landscape is additionally lucrative because of its growth trajectory. Data from Nielsen’s Podcast Buying Power service shows that the U.S. podcast listener base has been growing at a 20% CAGR since 2014, and is projected to double by 2023. And even more importantly, adults 25-44 (a key buying demo) are driving much of that growth. Nearly 30% of adults 25-34, for example, listen to podcasts.
Podcast engagement in the audio space stands out much like streaming stands out in the video space, providing an ever-expanding array of options while growing the amount of time consumers spend each day with media. The big difference in the podcast space is the engagement with advertising.
