ARN’s iHeartPodcast Network Australia has more than double the global benchmark for conversion rates in advertising effectiveness, according to the latest results from the Q2 Podsights Benchmark Australian Report.
The report examines data gathered from April 2021 – June 2022. Key findings from the benchmark report and additional analysis include:
• The conversion rate, which is the percentage of listeners exposed to an ad who then visit a brand’s website or app, on ARN’s iHeartPodcast Network Australia is 2.40%, compared with the Podsights global average of 1.17%.
• iHeartPodcast Network’s advertising conversion rates continue to be higher than social and digital channels, including Google Search, Facebook, Twitter and more
• Advertisers continue to use premium real estate in podcasts, with 93% of podcast advertising campaigns utilising either the pre or mid-roll.
• iHeartPodcast Network Australia recorded 5.26 million listeners in June 2022, resulting in 24.4 million downloads equating to an average of 4.6 downloads per listener.
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.
Corey Layton, ARN’s head of digital audio, said: “The latest Podsights Benchmark report again showcases the power of podcasts, with Australians following through on Podcast call to actions twice as much as the rest of the world.
“Our talent’s colloquial delivery of advertiser messaging continues to perform well above other social and digital channels,” he added.
In May, iHeartPodcast Network has revealed Australian podcast advertising grew by 52% year on year.
See also: iHeartPodcast reveals advertising spend grew 52% in first quarter
The data from Magellan AI has revealed the top 15 brands advertising in Q1 across the entire Australian podcast landscape.
Using artificial intelligence technology, the report is based on analysing thousands of episodes from 400+ of Australia’s most popular podcasts for Q1 2022 to determine which brands are advertising in the rapidly growing medium.
Overall, spending on Australian podcast advertising grew by 52% year on year. Investment into key genres has also rapidly increased across the entire podcast landscape from 2021 to 2022.
Advertising in the Sports genre has increased by 202% with News up 125% and Comedy also increasing 117%.
