A survey report of podcast advertising revenue in the United States in 2020 From IAB.
The following is the A survey report of podcast advertising revenue in the United States in 2020 From IAB. recommended by recordtrend.com. And this article belongs to the classification: IAB., research report, network marketing.
IAB has released the “US podcast advertising revenue survey”. Podcast advertising will grow as fast in the next two years as in the past decade.
Driven by a strong growth of 37% in the fourth quarter, podcast advertising revenue increased from $708 million in the previous year to $842 million in 2020.
Eric John, vice president of IAB media center, said: “podcasting business will grow by leaps and bounds in the next two years. Podcasts are the preferred medium for listeners, even if they work from home. Advertisers are benefiting from this, and podcasts are more dynamic and measurable than ever before. “
Flexibility in messaging is important
Podcast publishers are in a favorable position in the rapid development, leading audio platforms are steadily investing in new content and advertising technology that is convenient for buyers. The flexibility of dynamic ad insertion makes podcasting more attractive in an unpredictable year. What marketers value is the ability to quickly switch information according to needs: dynamically inserted ads can be launched when the audience downloads them, and their revenue share has increased from 48% to 67%. Broadcasters’ reading / pre production of ads gave more control to buyers, increasing their share from 27% to 35%. According to the type of advertisement, the advertisement read by the host still accounts for more than half of the total revenue, which indicates that the buyer wants to take advantage of the direct and influential relationship between the creator and the audience.
The most important shift is that brand advertising (45% of 2020 revenue) is getting closer to the level of direct response advertising (51%).
Other highlights:
Spot ads accounted for 76% of spot ads and revenue respectively.
Half of the podcast ads last more than 30 seconds. Longer ads can provide more creative stories.
News is still the main content type of podcast advertising, accounting for 22%. Advertisers should be inclined to news.
The brand directly facing consumers is the largest podcast advertiser (19%), and the share of podcast advertising in the pharmaceutical industry has more than doubled (9%) year on year.
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