A study from the Audio Active Group indicates that podcast advertisers overestimate audience targeting while undervaluing creative quality. Data reveals smaller podcasts with fewer than 750,000 impressions yield more visitors per impression at a lower acquisition cost. Podcast advertising impacts unfold over time, with 95% effectiveness occurring after 30 days. Run-of-network ad campaigns show lower cost per acquisition than single show campaigns. Host reads and producer reads show slight differences in conversion rates. Pre-rolls and mid-rolls provide better cost efficiency than post-roll ads.
Small podcast shows with under 750,000 monthly impressions generate more visitors per impression at a lower cost per acquisition, indicating the effectiveness of niche audience targeting.
Podcast advertising effects take place over an extended time; 95% of their impact occurs within 30 days, contrasting with the misconception that immediate results are paramount.
Podscribe data shows that run-of-network podcast ad campaigns generally yield lower cost per acquisition compared to campaigns focusing on single shows.
In terms of ad formats, pre-rolls and mid-rolls offer comparable conversion rates and cost per acquisition, surpassing the effectiveness of post-roll ads.
#podcast-advertising #audience-targeting #creative-effectiveness #cost-per-acquisition #conversion-rates
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