播客行业目前正处于与流媒体行业相似的发展阶段：内容丰富，注重长期业务可持续性。在受众中，播客与视频流媒体内容一样，从未像现在这样受欢迎。但是，大量的播客内容会让广告商难以决定与哪些播客合作，以及如何评估其回报。
The challenge is real. According to data from podcast search engine Listen Notes, audiences now have more than 3.1 million podcast titles to choose from. That’s more choice than they have across linear TV and streaming services combined1. Vast choice notwithstanding, podcast engagement continues to rise, as the number of Americans listening has increased by 45% in the last five years2.
In addition to a larger listener base, audiences are listening more than they have in the past. That can be attributed to both the increased awareness of podcasts and the fact that many consumers have returned to physical offices, which requires a commute. In fact, in-car/while in public transportation is now the most popular place to listen to podcasts among people 18-34 and 35-493.
The rising engagement with podcasts is a clear signal of the opportunity for brands. When you complement that engagement with the fact that podcast ads can boost brand awareness by 13 percentage points4, the upside is even brighter. Knowing how to achieve that potential, however, is where the challenge often lies, simply because measuring the effectiveness of ads in newer media is different from measuring ad effectiveness in traditional media.
For example, we reported in our 2023 尼尔森年度营销报告 that 54% of global marketers plan to raise their spending on podcast advertising in the coming year (in North America, the percentage is 66%). They’re not alone, as the most recent podcast ad revenue forecast from the IAB suggests that the amount could more than double over the next four years, hitting approximately $4 billion by 2025. The downside of that growth, however, is a lack of confidence in knowing if the spending is doing its job. Only 49% of the marketers surveyed for this year’s marketing report said they are either extremely or very confident in their ability to measure the ROI of their podcast advertising. That’s the lowest level of confidence across digital channels5.
从了解播客作为营销渠道的潜力到如何利用它之间的知识鸿沟，凸显了营销人员认为它不太有效的原因。好消息是，尼尔森已经确定了播客广告品牌提升的五个驱动因素，以及它们各自在提升品牌提升方面的权重。对于播客广告而言，品牌回忆是品牌提升的最大驱动力，其次是可欣赏性和创意的吸引力。
重要的是，这些品牌提升驱动因素的影响力因行业而异。例如，从平均角度来看，品牌回忆是品牌提升的最大驱动力，但在金融服务和消费品包装行业，品牌回忆的影响力要小得多。对于这些行业来说，拥有较高的基线认知度（即在没有任何广告曝光的情况下的熟悉度）更为重要，同时还要辅以贴近生活、令人愉悦的广告。对于汽车品牌而言，具有吸引力的广告影响最大。
在更细的层面上，这五种属性对特定的关键绩效指标有着不同的影响，如亲和力、品牌熟悉度和推荐意向。而在购买意向方面，可欣赏性在播客广告中名列前茅。
Among marketers, brand building and new customer acquisition remain top priorities—priorities that depend on understanding how their ads affect brand lift. Somewhat surprisingly, research from Christine Moorman, who oversees the annual CMO Survey, highlights that only 3% of marketers measure brand equity consistently.
不衡量就无法管理。营销人员如果不对品牌资产进行跟踪，就无法对其进行评估。近年来，我们知道媒体行业将继续欢迎新的平台、渠道和服务，以吸引对内容渴求的受众。现在，随着对播客广告中品牌提升驱动因素的深入了解，广告商和广告代理公司拥有了衡量品牌资产的清晰蓝图--以及如何改善品牌资产。
For additional insights about brand lift drivers in emerging media, download our 5 brand building factors for emerging media report.
资料来源
1Per Gracenote Video Data, audiences across the U.S., U.K., Canada, Mexico and Germany now have more than 2.7 million individual video titles to choose from.
2Edison Research; “Infinite Dial,” 2023; P12+.
3Nielsen Scarborough Podcast Buying Power, May 2023
4Nielsen Podcast Brand Impact norms database, Q2 2023
5Digital channels include email, search, social media, native advertising, online display, online video, CTV, streaming audio and podcasts.
