Podcasting continues to thrive. According to Nielsen Scarborough data, at a 20% rate of growth, the audience for podcasting could double by 2023, and the IAB projects that U.S. podcast advertising revenues will surpass $1 billion by 2021.
Given the growth and ad opportunities in the podcast space, Arica McKinnon, VP of Client Consulting, discussed how podcast ads drive brand impact during Podcast Movement 2020. Arica’s presentation leveraged insights from more than 250 Nielsen podcast ad effectiveness studies involving 240 brands across auto, CPG, education, financial services, DTC retail and technology. These studies contain ad engagement findings from 541 podcast clips and 195 podcast shows that were tested across various podcast genres.
她指出，这项研究涉及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的互动情况，从而使品牌能够评估其广告和赞助对播客的影响。
“When we asked podcast listeners to rate the host of the show they were exposed to, an average of 66% rated the talent or host as excellent or very good, with two-thirds describing the talent as likable and 42% describing the talent as credible,” said Arica. “Podcasting is known for having host-read ads, which come off as authentic to listeners because the talent actually has a personal experience with the brand. So it’s natural to select a host that is more credible, reliable and fun to sell your products.”
Arica continued, “Our analysis across our studies demonstrates that exposure to mid-roll ads yield stronger content scores, and shows that 64% of those exposed indicated that they would seek similar content in the future, driving a 5% increase over those who were exposed to the pre-roll ad.”
大量客户和广告商正在进入这一领域，广告商发现了价值，并继续利用主机阅读广告和为特定消费群体量身定制的信息。
在 Arica 的演讲之后，国家音频服务高级副总裁 Bruce Supovitz 主持了两场小组讨论，探讨如何利用行业洞察力优化播客的货币化机会。小组成员讨论了这些指标在为品牌和媒体机构提供问责制方面的重要性，以及主机阅读广告与更传统的广告模式相比所产生的影响。
"布鲁斯说："让我感到惊喜的是，各种播客对这些研究提出了各种要求，有很多客户和广告商都进入了这个领域。"布鲁斯说："这让人耳目一新，我认为，无论是直销客户还是知名品牌，他们将资金投入到这一领域，充分说明了这一媒体的价值。
Megaphone 公司副总裁、销售主管 David Cohn 阐述道："在播客这种快速发展的媒体中，必须要有一致的广告衡量标准，而且这种衡量标准要能清楚地证明广告是否有效。
对于品牌和广告商来说，广告效果至关重要，而如何展示特定受众的差异，则是了解这一令人垂涎的空间的未来发展轨迹的一部分。
"围绕播客和播客在市场中代表的机遇有很多讨论，"iHeart Media 国家研究部执行副总裁 David Shiffman 说。"有能力围绕不同的品牌指标提供测量，一直到购买意向，这确实让品牌和代理商感到放心，并确保我们可以向他们提供关于这种仍然相对较新的媒体将为他们带来什么的责任反馈。
In speaking about the collaborative effort between brands, agencies and advertisers as it pertains to custom content, Bob Hunt, Senior Director of Audio at Hearts & Science, said “Having the ability to test custom content that we are putting into the marketplace and being able to compare one piece of content versus another is also really helpful, whether it is looking at brand lifts or analyzing it from a creative perspective to ensure that we are giving listeners the exact type of experience that they are looking for.”
在第二小组讨论之前，受众洞察部副总裁 Tony Hereau 介绍了品牌广告的案例。他谈到了播客对金融、零售和汽车消费者的洞察，以及播客吸引的年轻和富裕受众。
随着广告商在该领域的饱和以及某些领域的爆炸式增长，托尼还提到，收听播客的消费者群体非常令人垂涎。
"播客吸引了高收入的年轻消费者和受过教育的听众，"托尼说。"当我们将播客听众与全美听众进行比较时，我们发现 18-44 岁年龄段的听众更为集中"。
在托尼演讲后的讨论中，小组成员还讨论了将买家和广告商与独特的商业机会和使用案例相匹配的作用。小组成员还谈到了帮助广告商扩大规模的重要性，即通过扩大他们对播客如何与目标受众相匹配的了解，从而最大限度地进行规划和优化。
“When using Nielsen’s Podcast Buyer Insights, we have been excited about the ability to have a conversation with a brand or a performance advertiser to understand the market opportunity in this space,” said Conor Doyle, SVP, Strategy and Investment at Veritone One.
随着品牌和广告商不断寻找接触受众的最佳途径，研究受众构成是确保品牌产生最大共鸣的一种方法。
“There is a huge interest in the profile of audience,” said Pierre Bouvard, Chief Insights Officer, Cumulus Media/Westwood One. “There were a number of companies measuring raw audience or rank, but no one was showing the buying habits of the consumer. We knew brands were looking for certain consumer profiles to connect to specific titles.”
In describing the importance of understanding the nuances of what kind of content is most appropriate for audiences and advertisers, Paul Riismandel, Sr. Director of Marketing & Insights at Stitcher/Midroll said, “Content is king, but it is certainly for content that advertisers and audiences are interested in. It really helps us to look at how we put shows together into packages, and how we help advertisers reach scale by looking not just at the content vertical but also looking at the audiences themselves.
“As the podcast advertising space continues to expand, the industry’s need to find out what will most resonate with audiences is paramount,” said Bruce. By analyzing podcast listening habits and attaching them to the same robust categories that have been used to make brand buys or planning decisions for decades, podcasting will be part of a more even playing field with all other media.
