Podsights Benchmark Australian Report has released its fourth quarter 2022 findings, examining data gathered from January 2022–December 2022.
The Podsights report found that Australian campaigns are getting bigger, with ad spend up 53% year on year.
It also showed that iHeartPodcast Network Australia’s conversion rates continued to perform well by global standards.
Corey Layton, ARN’s head of digital audio, said: “Once again, the Podsights report proves the power of podcast advertising and our ability to provide brands with tangible insights.
“The latest results are a testament to ARN’s iHeartPodcast Network and our incredible team’s efforts to deliver for brands.”
Key findings from the benchmark report and additional analysis include:
• Conversion rate is 64% higher on iHeartPodcast Network Australia compared with the Podsight global average.
• iHeartPodcast Network’s advertising conversion rates continue to be well above other digital channels including Facebook, Twitter and more.
• Australian campaigns are getting bigger, with ad spend up 53% year on year.
• Advertisers who include pre and mid-roll podcast ads enjoyed higher conversion rates this quarter
• 77% of Podcast campaigns placed advertising in either the pre or mid-roll spots. A further 10% placed their ads within both.
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 owns and represents 135 stations across 71 markets plus 46 DAB+ stations nationwide, all available, with limitless radio, music, and podcasts, on the free digital entertainment platform, iHeartRadio.
This comes after the Q3 Podsights Benchmark Australian Report revealed Australian campaigns are getting bigger, with ad spend up 54% year on year.
Additionally, ARN’s iHeartPodcast Network Australia recorded 5.4 million listeners in September 2022, resulting in 24.8 million downloads and equating to an average of 4.6 downloads per listener.
See also: Podsights Benchmark Australian Report reveals 54% growth in ad spend