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Podscribe released its Q3 2024 performance benchmark report. Among the findings in US podcast advertising:
- While host-read ads do work better, because they cost more, the cost-per-acquisition is actually the same as running produced spots. (And, as above, longer reads are more cost-effective).
- Almost all advertisers only reach 25% of total monthly podcast listeners - so, there is significant potential for growth.
- Amelia Coomber told Podnews that “audio is not a medium to be taken lightly. With all the stuff going on in the industry right now, I think (the report) is a shining light to speak to the exciting opportunity that is in front of us.”
- In the US, YouTube is the service used most often to listen to podcasts, according to Edison Research. 31% of weekly podcast listeners aged 13+ choose YouTube as the service they use most to listen to podcasts; Spotify is at 27%, and Apple Podcasts is at 15%, says the data.
- Attribution and analysis company Magellan AI has successfully joined the list of companies compliant with IAB Podcast Measurement Guidelines v2.2.
- A number of companies have not recertified since 2021, although the IAB Tech Lab tells us that annual recertification remains a requirement. However, “a few companies” will be removed by the end of the year after choosing not to recertify, the company says, but wouldn’t confirm who.
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