Podscribe: longer ads are more cost-effective

Episode • Nov 21, 2024 • 5m

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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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