Magellan AI：2022年第四季度播客广告基准报告（英文版）（25页）.pdf

1、All Content Copyright Magellan AI CONFIDENTIAL Do Not DistributePodcast advertising benchmark reportQ4 20221All Content Copyright Magellan AI CONFIDENTIAL Do Not DistributeMagellan AI is the podcast media planning platform used by advertisers spending over$500mm annually,covering 40,000+shows in the

2、 US and internationallyTrack the competitionPodcastad spendBuild media plansAd efficacyPost campaignanalysisGet intros to podcasts2All Content Copyright Magellan AI CONFIDENTIAL Do Not DistributeOur methodologyMagellan AI analyzes podcast advertising data from thousands of popular podcasts in the U.

3、S.To prepare this report,we analyzed over 88,000 episodes of popular podcasts.To account for dynamic insertion,we sampled multiple copies of certain episodes.For parts of this analysis,we relied on Magellan AIs proprietary model to estimate advertising spend.Our model incorporates factors including:

4、The number of ads and variation in ad load detected for a given episodeOur estimates for the number of downloads for each episodeCPM as reported on select media kits and estimated based on popularityThe type of ads analyzed,including whether they are presented by the host or producedCampaign objecti

5、ve is determined to be direct response if the ads for that brand include a unique promo code or vanity URL.Other brands are classified as either brand awareness or tune-in.Podcasts advertising on other podcasts were excluded from our analysis,except where noted.For more information about our methodo

6、logy,please email researchmagellan.ai3All Content Copyright Magellan AI CONFIDENTIAL Do Not Distribute4Podcast ad spending in Q4 increased 23%Q/Q,bouncing back after a flat Q37 of the top 10 spenders in Q4 were also on our Q3 top spenders list,with the rest appearing for the first time in Q41,718 ne