Podsight’s Benchmark Report Shows Podcast Advertising More Effective Than Other Digital Channels

Professional microphone in radio studio
B&T Magazine
Edited by B&T Magazine



Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends.

This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for agencies, dispelling the myth that podcasts can’t be measured.

The report includes data gathered from July 2020 to June 2021.

Key findings from the benchmark report and additional analysis include:

  • iHeartPodcasts have an average conversion rate of 1.91 per cent – higher than the global benchmark of 1.58 per cent
  • When breaking down global conversion rates by industry, Restaurants and Retail categories experienced the strongest attribution results.
  • Globally, the average conversion rate rises with the number of spot placements within an episode.
  • The highest conversion rates came from full buyouts of episodes. For individual podcast ad impressions, pre-roll placements slightly outperformed mid-rolls.

Other key findings of the report include the fact that the conversion rate of podcast advertising is on par, or outperforms, other digital channels. While podcasting is a slightly more expensive channel, it yields both higher results and higher return on adspend, according to the research. It found that website visitors that make a purchase after being exposed to a podcast do so at a higher rate than the general website visitor.

Podcast advertising conversion rates were 1.58 per cent, compared to Google Search at 1.55 per cent, Facebook Feed at 1.11 per cent, TikTok at 0.97 per cent, Twitter at 0.86 per cent and Google Display at 0.47 per cent.

According to the report, this is because listeners have to type in a URL, rather than just clicking through a link. This shows  higher intent to purchase.

The report findings allow ARN to provide commercial partners best in class, data led guidance to ensure maximum engagement and conversion when brands connect with iHeartPodcast Network’s audiences.

ARN’s head of digital audio Corey Layton said, “through our Podsights partnership, we give our clients the ability to monitor and measure the effectiveness of their campaign in real-time using best in class technology.”

“This report demonstrates the impact of podcasts for advertisers – with a conversion rate equal to or better than other digital and social platforms. ARN is setting the standard for podcast measurement in Australia. This, combined with iHeartPodcast Network’s diverse and ever-expanding content, is why our commercial offering for brands is industry-leading.”

Director of partnerships at Podsights Matthew Drengler said, “This report demonstrates that podcast reporting now matches brand expectations of any and all digital channels. Our digital reporting and attribution capabilities enable advertisers to track their return on investment, elevating the offering across the iHeartPodcast Network to ensure every campaign achieves the desired outcomes.”

Featured Image: iStock




Latest News

Revium Snags Peter Bauld From Deloitte Digital
  • Advertising

Revium Snags Peter Bauld From Deloitte Digital

Revium, a leading full-service digital and AI consultancy, has announced the appointment of Peter Bauld (lead image) as Executive General Manager. Revium is a full-service digital and AI consultancy with over 20 years of experience creating engaging digital experiences for leading organisations and their customers. Bauld joins Revium after an illustrious career spanning over two […]

Veridooh Snatches Prashand Menon From ScentreGroup
  • Advertising

Veridooh Snatches Prashand Menon From ScentreGroup

Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]

Kat & Co Transforms Into THE WORLD OF Experiential Agency
  • Advertising

Kat & Co Transforms Into THE WORLD OF Experiential Agency

After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]

SMG Studio Launches Risk: Global Domination X Dune Part Two
  • Campaigns

SMG Studio Launches Risk: Global Domination X Dune Part Two

Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
  • Marketing

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market

Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]