Magellan AI：2023年第四季度播客广告基准报告（英文版）（23页）.pdf

1、All Content Copyright Magellan AI CONFIDENTIAL Do Not DistributePodcast advertising benchmark reportQ4 20231All Content Copyright Magellan AI CONFIDENTIAL Do Not DistributeMagellan AI is the podcast media planning and measurement platform that enables brands and publishers to scale podcasts and trac

2、k resultsTrack the competitionPodcastad spendBuild media plansAttributionGet intros to podcastsImpression verificationAll Content Copyright Magellan AI CONFIDENTIAL Do Not Distribute3Our data covers:50,000+popular podcasts6 advertising markets:US,CA,AU,UK,DE&IE3 languages:English,Spanish,GermanAll C

3、ontent Copyright Magellan AI CONFIDENTIAL Do Not DistributeOur methodologyMagellan AI analyzes podcast advertising data from thousands of popular podcasts in the U.S.To prepare this report,we analyzed over 130,000 episodes of popular podcasts.To account for dynamic insertion,we sampled multiple copi

4、es of certain episodes.For parts of this analysis,we relied on Magellan AIs proprietary model to estimate advertising spend.Our model incorporates factors including:The number of ads and variation in ad load detected for a given episodeOur estimates for the number of downloads for each episodeCPM as

5、 reported on select media kits and estimated based on popularityThe type of ads analyzed,including whether they are presented by the host or producedCampaign objective is determined to be direct response if the ads for that brand include a unique promo code or vanity URL.Other brands are classified

6、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 methodology,please email researchmagellan.ai4All Content Copyright Magellan AI CONFIDENTIAL Do Not Distribute5Podcast ad spending accelerated