市場調查報告書
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1433314
2023-2030 年全球播客廣告市場Global Podcast Advertising Market 2023-2030 |
預計全球播客廣告市場在預測期內(2023-2030 年)將以 9.8% 的CAGR成長。播客廣告是一種行銷活動,可以幫助接觸潛在客戶並鼓勵他們購買產品或服務。播客產業擴大採用優先資料和追蹤是支持全球市場成長的關鍵因素。播客分析和受眾洞察工具創建了一個新的前綴,為品牌和機構提供增強的播客受眾和績效資料。因此,市場參與者也專注於引入播客受眾和表現資料解決方案,以進一步促進市場成長。例如,2023 年 10 月,CoHost 推出了其前綴,旨在為品牌和機構揭開播客受眾的神秘面紗。品牌和機構可以啟用 CoHost 提供的資料,而無需更換託管和分發提供者。
全球播客廣告市場依廣告類型、活動類型和最終用戶進行區隔。根據廣告類型,市場分為前置廣告、主讀廣告和提供廣告。根據活動類型,市場分為品牌知名度廣告、直接回應廣告和品牌內容。此外,根據最終用戶,市場區隔為 BFSI、媒體和娛樂、零售、IT 和電信、醫療保健、汽車、旅遊和旅遊以及食品和飲料。在最終用戶中,由於播客廣告的發展,媒體和娛樂區隔市場預計將佔據相當大的市場佔有率,播客廣告為品牌提供了與主持人和品牌粉絲合作的機會,並贏得了他們的信任聽眾。
在廣告活動類型中,品牌內容區隔市場預計將在全球播客廣告市場中佔據相當大的佔有率。這個區隔市場的成長歸因於播客作為一個品牌的影響力不斷增強,它創造了一個令人驚嘆的、精心製作的節目,為聽眾提供了真實價值的基調。播客、網路、品牌和代理商動態定價,以便任何人都可以改善他們的播客廣告體驗。例如,2023 年 8 月,LiveRead.io 為播客創作者、網路、品牌和廣告代理商推出了其開創性的訂單管理廣告技術平台。該軟體將多個流程整合到一個集中資料庫中,以簡化視訊和音訊播客廣告的各個方面,從而提高效率、降低營運成本並減少錯誤。
全球播客廣告市場根據地理位置進一步區隔,包括北美(美國和加拿大)、歐洲(英國、義大利、西班牙、德國、法國和歐洲其他地區)、亞太地區(印度、中國、日本) 、韓國和亞洲其他地區)以及世界其他地區(中東和非洲以及拉丁美洲)。其中,亞太地區預計將在全球市場中佔據顯著佔有率,因為採用往往會更好地引起聽眾的共鳴,並可以為廣告商帶來更高的參與度和轉換率。
在所有地區中,北美地區預計在預測期內將以相當大的CAGR成長。區域成長歸因於現代技術的快速採用以及成熟的受眾基礎。數位內容的不斷增加正在推動播客消費的增加。廣告商正在利用這一趨勢,根據當地喜好客製化內容,為聽眾創造更具吸引力的體驗。行動收聽的便利性以及內容平台和廣告商之間的策略合作夥伴關係進一步促進了該地區播客廣告的成長。主要市場參與者包括 AdLarge Media、AdvertiseCast, LLC、Midroll Media、Podcorn、Stitcher 等。
根據美國播客廣告收入研究,到 2023 年,每日播客在播客總數中所佔的佔有率與其收入佔有率相比較低,反映出劇集數量較多且每千次展示費用較高。播客佔收入佔有率的每日 23.0%、每週或雙週 70.0%、每月 1.0%、季節性 3.0% 和限量系列 3.0%
Global Podcast Advertising Market Size, Share & Trends Analysis Report by Advertisement Type (Pre-Rolls Ads, Host-Read Ads and Supplied Ads), by Campaign Type (Brand Awareness Ad, Direct Response Ad and Branded Content), and by End Users (BFSI, Media & Entertainment, Retail, IT & Telecommunication, Healthcare, Automotive, Travel and Tourism and Food & Beverages), Forecast Period (2023-2030)
The global podcast advertising market is anticipated to grow at a CAGR of 9.8% during the forecast period (2023-2030). Podcast advertising is a marketing activity that can help reach out to potential customers and encourage them to buy products or services. The growing adoption of prioritizing data and tracking in the podcast industry is the key factor supporting the growth of the market globally. Podcast analytics and audience insights tool created a new prefix to provide brands and agencies with enhanced podcast audience and performance data. Hence, the market players are also focusing on introducing podcast audience and performance data solutions that further bolster the market growth. For instance, in October 2023, CoHost launched its prefix that aims to demystify podcast audiences for brands and agencies. Brands and agencies can enable the data made available by CoHost without changing hosting and distribution providers.
The global podcast advertising market is segmented on the advertisement type, campaign type, and end users. Based on the advertisement type, the market is sub-segmented into pre-roll Ads, host-read Ads and supplied Ads. Based on the campaign type, the market is sub-segmented into brand awareness Ads, direct response Ads and branded content. Further, on the basis of end users, the market is sub-segmented into BFSI, media & entertainment, retail, IT & telecommunication, healthcare, automotive, travel and tourism and food & beverages. Among the end users, the media & entertainment sub-segment is anticipated to hold a considerable share of the market owing to the rise in the development of podcast advertising that offers brands the opportunity to partner with hosts and brand fans and earn the trust of their listeners.
Among the campaign types, the Branded Content sub-segment is expected to hold a considerable share of the global podcast advertising market. The segmental growth is attributed to the growing influence of the podcast as a brand to create an amazing, well-crafted show that delivers a tone of authentic value to listeners. Podcaster, network, brand and agency dynamic pricing in order to be available for anyone to improve their podcast advertising experience. For instance, in August 2023, LiveRead.io launched its pioneering order management ad-tech platform for podcast creators and networks, brands, and advertising agencies. The software integrates a number of processes into a centralized database to simplify every aspect of video and audio podcast advertising thus boosting efficiency, lowering operating costs and reducing errors.
The global Podcast Advertising market is further segmented based on geography including North America (the US, and Canada), Europe (UK, Italy, Spain, Germany, France, and the Rest of Europe), Asia-Pacific (India, China, Japan, South Korea, and Rest of Asia), and the Rest of the World (the Middle East & Africa, and Latin America. Among these, Asia-Pacific is anticipated to hold a prominent share of the market across the globe, owing to the adoption of tends to resonate better with listeners and can lead to higher engagement and conversion rates for advertisers.
Among all regions, the North America regions is anticipated to grow at a considerable CAGR over the forecast period. Regional growth is attributed to rapid adoption of modern technology as well as a mature audience base. The growing availability of digital content is driving increased podcast consumption. Advertisers are capitalizing on this trend by tailoring content to local preferences, creating a more engaging experience for listeners. The convenience of on-the-go listening and strategic partnerships between content platforms and advertisers are further catalyzing the growth of podcast advertising in the region. The key market player include AdLarge Media, AdvertiseCast, LLC, Midroll Media, Podcorn, Stitcher and others.
According to the US Podcast Advertising Revenue Study, in 2023, Daily podcasts have a lower share of the total number of podcasts compared to their share of revenue, reflecting the greater number of episodes and higher CPMs. podcasts compared to their share of revenue Dailies 23.0%, Weeklies or Bi-weeklies 70.0%, Monthlies 1.0%, Seasonal 3.0%, and Limited Run Series 3.0%
The increasing usage of programmatic ad buying and selling is an emerging trend in podcast advertising. This automated approach allows advertisers to target specific audiences with personalized ads at a scale, streamlining the ad placement process for increased efficiency and effectiveness. For instance, in July 2023, Veritonic, Inc., and Acast joined forces to conduct extensive research on programmatic podcast advertising. This collaboration highlights the industry's focus on exploring and understanding the potential of programmatic ad strategies in the podcasting space.
The major companies serving the podcast advertising market include Acast, Audioboom Group plc, Sirius XM Radio Inc., Spotify AB, Veritone One, Inc., and others. The market players are considerably contributing to the market growth by the adoption of various strategies including mergers and acquisitions, partnerships, collaborations, funding, and new product launches, to stay competitive in the market. For instance, in September 2023, ABC Audio announced an exclusive multiyear podcast advertising partnership with Libsyn's AdvertiseCast. The industry's premier podcast advertising marketplace connecting ad buyers and content creators. This strategic partnership positions ABC Audio's award-winning podcast portfolio for continued growth.