🎧 Mid-Roll Podcast Ads Outperform: New Data Shows 35% Higher Engagement Rates

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Podscribe's Q3 2024 Performance Benchmarks show that 99% of podcast advertisers reach only a quarter of the ~130M US monthly podcast listeners. In analyzing data from 63,000 campaigns and 200 advertisers, this report shows that reaching all ~130M US monthly podcast listeners requires 1B+ impressions (views or interactions with ads) monthly.

The report offers information on podcast advertising performance metrics, such as the rate at which listeners visit the advertised sites, the rate at which purchases are made, how effective ad placements are, and the cost of attaining a customer across industries and ad types.

The Key Points:

• Mid-roll ads perform best with a 0.35% visitor rate compared to pre-roll ads at 0.29% and post-roll at 0.23%.

• Longer ad reads (60+ seconds) show a 15% increase in conversion rates and are 10% more cost-efficient than the shorter ad format.

• Host-read ads drive about 30% more purchases per impression compared to producer-read ads since such an ad format is delivered in a personalized and authentic manner to better connect with audiences.

• The median Cost Per Acquisition, or CPA, across industries is $149, but sectors like technology report CPAs as low as $50, and for luxury brands, CPAs were over $300.

• A total of 75% of all advertisers have run a YouTube Simulcast campaign within the last 12 months, a practice where content is simultaneously broadcast on multiple platforms to leverage the visual appeal and reach the platform offers for better visibility and engagement across several touchpoints.

The Big Picture: These findings represent both current effectiveness and future potential for the podcast industry. This information will be invaluable to podcasters in terms of pricing and positioning their ad inventory, while producers can use the information to optimize ad placements and lengths for maximum effect. High incrementality rates-44% for podcasting, 23% for streaming-indicate that podcast advertising drives hard-to-reach value versus other channels. Even more interestingly, the YouTube simulcast data shows how the industry is shifting toward multi-platform strategies.

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