Findings from the latest Podsights Benchmark Australian Report shows ARN’s iHeartPodcast Network is a market leader in advertising effectiveness and continues to perform well above global benchmarks.
Through its partnership with Podsights, ARN is setting the standard for podcast advertising measurement, providing commercial partners with data-led insights to ensure maximum engagement and conversion with iHeartPodcast Network’s audiences.
The report examines data gathered from October 2020 to September 2021. Key findings from the benchmark report and additional analysis include:
- iHeartPodcasts has an average conversion rate of 1.73 per cent – higher than the global benchmark of 1.24 per cent.
- When breaking down global conversion rates by industry, retail and beverage categories experienced the strongest Q3 attribution results.
- The average conversion rate rises with the number of spot placements within an episode.
- Sequential advertising yielded the highest average conversion rate. For single placements, mid-roll placements slightly outperformed pre-roll.
Podsights brings the tools of digital reporting and attribution to podcasts, enabling clients to monitor and measure the effectiveness of podcast advertising in real-time using a specialised dashboard. These capabilities are included in every iHeartPodcast Network Australia campaign.
ARN’s head of digital audio, Corey Layton, said: “Once again, the Podsights report findings dispel the myth that podcasts can’t be measured.
“ARN’s iHeartPodcast Network continues to perform well above the global benchmark for advertising conversion rates and outperforms advertising on digital and social platforms.”
Director of partnerships at Podsights, Matthew Drengler, said: “This report demonstrates the effectiveness of podcast advertising using our innovative digital reporting and attribution capabilities.
“It has never been easier for advertisers to track their return on investment across the iHeartPodcast Network Australia and see in real-time how the campaign is delivering on expected outcomes.”
