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市場調查報告書

商品編碼

1425035

播客廣告市場 – 2024 年至 2029 年預測

Podcast Advertising Market - Forecasts from 2024 to 2029

出版日期: 2024年01月16日 | 出版商:

Knowledge Sourcing Intelligence | 英文 150 Pages | 商品交期: 最快1-2個工作天內

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簡介目錄

播客廣告市場預計將從 2022 年的 1,044,453,000 美元成長到 2029 年的 2,512,565,000 美元，複合年成長率為 13.36%。

播客廣告是播客劇集中使用的廣告型態。這與播客廣告有關，播客廣告是播客內容中的促銷間隙，主持人會在其中讀取您的品牌廣告。播客廣告有時也會透過播客贊助來完成。在這種情況下，公司付費在播客期間以廣告的形式宣傳其產品、服務或業務。廣告可以預先錄製或由主機讀取，並且可以是靜態的或動態的。推廣數位廣播的主要銷售目標之一是讓觀眾給主播「OK」。當主持人細讀促銷的複製品時，主持人和觀眾之間就建立了一定程度的信任，而這在影片或節目廣告等選擇性媒體中是不存在的。播客廣告的參與度是廣播廣告的兩倍，使廣告主成為參與度最高的受眾之一。透過追蹤促銷中出現的轉變和交易，您可以將成就（或該部門的不足）直接與您的網路錄製廣告連結起來。

介紹

近年來，播客廣告市場蓬勃發展，越來越多的公司意識到了該媒體的潛力並吸引了高度參與的受眾。播客廣告市場包括各種廣告投放和格式，包括託管的主要贊助商和預先錄製的廣告。在播客上做廣告的主要好處之一是它可以在主持人和觀眾之間建立信任，因為聽眾已經熟悉主持人了。播客廣告的參與度是廣播廣告的兩倍，使廣告主成為參與度最高的受眾之一。

司機

廣告投放：播客劇集中的廣告投放對廣告主來說非常重要。據 Podsights 稱，前置式廣告的網站訪問量比中貼片廣告多 5%。廣告商應該在播客的早期就專注於投放廣告，以最大限度地提高廣告曝光率。
參與度較高的受眾：播客為廣告主提供了參與度最高的受眾之一。聽眾對主持人已經很熟悉，主持人和觀眾之間建立了信任關係。網路直播促銷產生的承諾是廣播廣告的兩倍。
特異性：企業可以贊助與其品牌相符的播客，並透過廣告針對特定族群。這種特殊性意味著，透過數位記錄的公共關係，組織的投資資金回報率可能比透過摘要的電視或廣播宣傳活動向一般大眾宣傳要高得多。
多種廣告格式：播客廣告可以直接從播客節目主持人購買，也可以使用基於受眾的購買方法進行程式設計。廣告格式包括音訊廣告、主持人朗讀、感言、自訂細分、品牌系列、贊助展示等。
受眾不斷成長：播客受眾正在迅速成長，僅在美國每月就有數百萬聽眾。由於這種巨大的成長，媒體支出開始轉向播客廣告。

主要企業提供的產品

亞馬遜音樂也為播客廣告商提供了多種定位選項，使他們能夠接觸到所需的受眾。例如，廣告商可以根據聽眾的人口統計、興趣、聆聽的播客類型，甚至收聽播客所使用的設備來定位聽眾。
Spotify 提供了多種工具來幫助企業追蹤並隨後衡量其播客廣告宣傳的結果。
SXM Media 提供各種播客廣告解決方案，幫助企業吸引大量活躍的受眾。廣告主可以根據人口統計、興趣或背景因素向聽眾投放廣告。

播客廣告市場中新聞和政治的顯著成長：

新聞和政治領域是播客廣告市場的一個突出成長領域。這是因為每天都有很多客戶關注這個分類。新聞/政治類型以多種形式脫穎而出，包括一對一採訪、小組辯論和獨立新聞更新。此細分市場的成長是由播客在聽眾和內容方面的日益普及，以及自動廣告技術的興起和非傳統細分市場廣告成長要素的增加所推動的。廣告以及狂熱的播客聽眾。由於聽者已經熟悉主持人，因此主持人和聽眾之間建立了信任關係。

預計亞太地區將在播客廣告市場中佔據主要佔有率：

由於各種因素，預計亞太地區將在播客廣告市場中佔據很大佔有率。近年來，亞太地區的播客聽眾數量顯著增加。這主要是由於智慧型手機和網路的普及，使人們更方便地存取和消費播客。亞太地區對播客的投資不斷成長，越來越多的公司和個人創建和製作播客。亞太地區的播客廣告市場仍然相對較新，與美國和歐洲等成熟市場相比，競爭較少。這是企業接觸新受眾並在市場上立足的機會。

主要進展：

2020 年 6 月，Spotify 發布了 Ad Studio for Creators，這是一個自助服務平台，允許播客創作者在其播客中插入廣告並管理其廣告宣傳。
2021 年 6 月，Apple 推出了 Apple Podcast Subscriptions，這是一項新服務，允許播客創作者向聽眾收費存取獨家內容的費用。

Podcast advertising is a form of advertising that uses that takes place within a podcast episode. It involves podcast ads, which are promotional breaks in podcast content where the host reads an advertisement for a brand. Podcast advertising can occur through podcast sponsorship, where businesses pay for their product, service, or business to be promoted during a podcast in the form of an advertisement. The ad can be pre-recorded or host-read, and it can be fixed or dynamic. One of the primary selling purposes of promoting a digital broadcast is that audience members are now OK with the host. At the point when the host peruses promotion duplicate, there's now a degree of trust between the host and the crowd that wouldn't be there with elective mediums like video or show advertisements. Podcast ads generate twice the engagement of radio ads, and they offer advertisers one of the most engaged audiences available. By following the transformations and deals that emerge from your promotion, you can straightforwardly connect achievement (or deficiency in that department) to your web recording advertisement.

Introduction:

The podcast advertising market has been growing rapidly in recent years, with more and more businesses recognizing the potential of this medium to reach a highly engaged audience. The market offers various ad placements and formats, including host-read sponsorships and pre-recorded ads. One of the main benefits of advertising on podcasts is that listeners are already comfortable with the host, which creates a level of trust between the host and the audience. Podcast ads generate twice the engagement of radio ads, and they offer advertisers one of the most engaged audiences available.

Drivers:

Ad placement: The placement of ads within a podcast episode is crucial for advertisers. According to Podsights, Pre-roll podcast ads generate 5% more website visits than mid-roll ads. Advertisers should focus on placing their ads early in podcasts to maximize impressions.
Engaged audience: Podcasts offer advertisers one of the most engaged audiences available. Listeners are already comfortable with the host, which creates a level of trust between the host and the audience. Webcast promotions produce two times the commitment of radio advertisements.
Specificity: Businesses can sponsor podcasts that align with their brand and target specific demographics with their ads. This particularity implies that the organizations' return on money invested is probably going to be a lot higher with digital recording publicizing than with a more summed-up television or radio promotion crusade that contacts general crowds.
Variety of ad formats: Podcast ads can be bought directly from podcast show hosts or programmatically using an audience-based buying approach. Ad formats include audio ads, host reads, endorsements, custom segments, branded series, and presenting sponsorships.
Growing audience: The podcast audience is growing rapidly, with millions of monthly listeners in the US alone. Media spending has begun to shift to podcast advertising because of this astounding growth.

Products offered by key companies:

Amazon Music also offers a variety of targeting options for podcast advertisers, so they can reach their desired audience. For example, advertisers can target listeners based on their demographics, interests, the genre of podcasts they listen to, and even the devices they use to listen to podcasts.
Spotify offers a variety of tools to help businesses to track and subsequently measure the results of their podcast advertising campaigns. These tools allow businesses to see how many people heard their ads, how many people clicked on their ads, and what actions people took after clicking on their ads.
SXM Media offers a variety of podcast advertising solutions to help businesses reach a large and engaged audience. Advertisers can target their ads to listeners based on demographics, interests, or contextual factors.

Prominent growth in the News and Politics segment within the podcast advertising market:

The news and politics segment is a prominent growth area within the podcast advertising market. This is because of the huge number of clients that pay attention to this classification day to day. The news and politics genre is prominent in various formats, including one-on-one interviews, panel debates, and solo news updates. The growth of this segment is driven by the growing popularity of podcasts, both in terms of listeners and content, as well as the rise of automated advertising technology and the increasing investment in advertising in non-traditional categories, have all contributed to a shift in the advertising landscape.\ (religion, etc.). The engaged audience of podcast listeners is also a factor in the growth of this segment, as listeners are already comfortable with the host, which creates a level of trust between the host and the audience.

The Asia Pacific region is expected to hold a significant share of the podcast advertising market:

The Asia Pacific region is expected to hold a significant share of the podcast advertising market due to various factors. The Asia Pacific region has seen a significant increase in podcast listenership in recent years. This is mainly because of the increasing availability of smartphones and the internet, which has made it more convenient for people to access and consume podcasts. There has been a growing investment in podcasting in the Asia Pacific region, with more companies and individuals creating and producing podcasts. The podcast advertising market in the Asia Pacific region is still relatively new, which means there is less competition compared to more established markets like the US and Europe. This presents favourable opportunity for businesses to reach a new audience and establish themselves in the market.

Key developments:

In June 2020, Spotify released Ad Studio for Creators, a self-service platform that allows podcast creators to insert ads into their podcasts and manage their ad campaigns.
In June 2021, Apple launched Apple Podcasts Subscriptions, a new service that allows podcast creators to charge listeners for access to exclusive content.

Segments

By Ad Type

Pre-roll Ads
Host-read Ads
Supplied Ads

By Campaign Type

Brand Awareness Ad
Direct Response Ad
Branded Content

By Genre

News and Politics
Society & Culture
Comedy
Sports
Others

By End User

BFSI
Media & Entertainment
Retail
IT & Telecommunication
Healthcare
Automotive
Travel and Tourism
Food & Beverages
Others

By Geography

North America
United States
Canada
Mexico
South America
Brazil
Argentina
Others
Europe
United Kingdom
Germany
France
Spain
Others
Middle East and Africa
Saudi Arabia
UAE
Israel
Others
Asia Pacific
Japan
China
India
South Korea
Indonesia
Thailand
Others

1. INTRODUCTION

1.1. Market Overview
1.2. Market Definition
1.3. Scope of the Study
1.4. Market Segmentation
1.5. Currency
1.6. Assumptions
1.7. Base, and Forecast Years Timeline

2. RESEARCH METHODOLOGY

2.1. Research Data
2.2. Research Process

3. EXECUTIVE SUMMARY

3.1. Research Highlights

4. MARKET DYNAMICS

4.1. Market Drivers
4.2. Market Restraints
4.3. Porter's Five Force Analysis
- 4.3.1. Bargaining Power of Suppliers
- 4.3.2. Bargaining Power of Buyers
- 4.3.3. Threat of New Entrants
- 4.3.4. Threat of Substitutes
- 4.3.5. Competitive Rivalry in the Industry
4.4. Industry Value Chain Analysis

5. PODCAST ADVERTISING MARKET, BY AD TYPE

5.1. Introduction
5.2. Pre-roll Ads
5.3. Host-read Ads
5.4. Supplied Ads

6. PODCAST ADVERTISING MARKET, BY CAMPAIGN TYPE

6.1. Introduction
6.2. Brand Awareness Ad
6.3. Direct Response Ad
6.4. Branded Content

7. PODCAST ADVERTISING MARKET, BY GENRE

7.1. Introduction
7.2. News and Politics
7.3. Society & Culture
7.4. Comedy
7.5. Sports
7.6. Others

8. PODCAST ADVERTISING MARKET, BY END-USER

8.1. Introduction
8.2. BFSI
8.3. Media & Entertainment
8.4. Retail
8.5. IT & Telecommunication
8.6. Healthcare
8.7. Automotive
8.8. Travel and Tourism
8.9. Food & Beverages
8.10. Others

9. PODCAST ADVERTISING MARKET, BY GEOGRAPHY

9.1. Introduction
9.2. North America
- 9.2.1. United States
- 9.2.2. Canada
- 9.2.3. Mexico
9.3. South America
- 9.3.1. Brazil
- 9.3.2. Argentina
- 9.3.3. Others
9.4. Europe
- 9.4.1. United Kingdom
- 9.4.2. Germany
- 9.4.3. France
- 9.4.4. Spain
- 9.4.5. Others
9.5. The Middle East and Africa
- 9.5.1. Saudi Arabia
- 9.5.2. UAE
- 9.5.3. Israel
- 9.5.4. Others
9.6. Asia Pacific
- 9.6.1. Japan
- 9.6.2. China
- 9.6.3. India
- 9.6.4. South Korea
- 9.6.5. Indonesia
- 9.6.6. Thailand
- 9.6.7. Others