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市场调查报告书

商品编码

1425035

播客广告市场 – 2024 年至 2029 年预测

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个工作天内

价格

简介目录

播客广告市场预计将从 2022 年的 1,044,453,000 美元成长到 2029 年的 2,512,565,000 美元，复合年增长率为 13.36%。

播客广告是播客剧集中使用的广告型态。这与播客广告有关，播客广告是播客内容中的促销间隙，主持人会在其中读取您的品牌广告。播客广告有时也会透过播客赞助来完成。在这种情况下，公司付费在播客期间以广告的形式宣传其产品、服务或业务。广告可以预先录製或由主机读取，并且可以是静态的或动态的。推广数位广播的主要销售目标之一是让观众给主播「OK」。当主持人细读促销的复製品时，主持人和观众之间就建立了一定程度的信任，而这在影片或节目广告等选择性媒体中是不存在的。播客广告的参与度是广播广告的两倍，使广告主成为参与度最高的受众之一。透过追踪促销中出现的转变和交易，您可以将成就（或该部门的不足）直接与您的网路录製广告连结起来。

介绍

近年来，播客广告市场蓬勃发展，越来越多的公司意识到了该媒体的潜力并吸引了高度参与的受众。播客广告市场包括各种广告投放和格式，包括託管的主要赞助商和预先录製的广告。在播客上做广告的主要好处之一是它可以在主持人和观众之间建立信任，因为听众已经熟悉主持人了。播客广告的参与度是广播广告的两倍，使广告主成为参与度最高的受众之一。

司机

广告投放：播客剧集中的广告投放对广告主来说非常重要。据 Podsights 称，前置式广告的网站访问量比中贴片广告多 5%。广告商应该在播客的早期就专注于投放广告，以最大限度地提高广告曝光率。
参与度较高的受众：播客为广告主提供了参与度最高的受众之一。听众对主持人已经很熟悉，主持人和观众之间建立了信任关係。网路直播促销产生的承诺是广播广告的两倍。
特异性：企业可以赞助与其品牌相符的播客，并透过广告针对特定族群。这种特殊性意味着，透过数位记录的公共关係，组织的投资资金回报率可能比透过摘要的电视或广播宣传活动向一般大众宣传要高得多。
多种广告格式：播客广告可以直接从播客节目主持人购买，也可以使用基于受众的购买方法进行程式设计。广告格式包括音讯广告、主持人朗读、感言、自订细分、品牌系列、赞助展示等。
受众不断增长：播客受众正在迅速增长，仅在美国每月就有数百万听众。由于这种巨大的成长，媒体支出开始转向播客广告。

主要企业提供的产品

亚马逊音乐也为播客广告商提供了多种定位选项，使他们能够接触到所需的受众。例如，广告商可以根据听众的人口统计、兴趣、聆听的播客类型，甚至收听播客所使用的设备来定位听众。
Spotify 提供了多种工具来帮助企业追踪并随后衡量其播客广告宣传的结果。
SXM Media 提供各种播客广告解决方案，帮助企业吸引大量活跃的受众。广告主可以根据人口统计、兴趣或背景因素向听众投放广告。

播客广告市场中新闻和政治的显着成长：

新闻和政治领域是播客广告市场的一个突出成长领域。这是因为每天都有很多客户关注这个分类。新闻/政治类型以多种形式脱颖而出，包括一对一采访、小组辩论和独立新闻更新。此细分市场的成长是由播客在听众和内容方面的日益普及，以及自动广告技术的兴起和非传统细分市场广告成长要素的增加所推动的。广告以及狂热的播客听众。由于听者已经熟悉主持人，因此主持人和听众之间建立了信任关係。

预计亚太地区将在播客广告市场中占据主要份额：

由于各种因素，预计亚太地区将在播客广告市场中占据很大份额。近年来，亚太地区的播客听众数量显着增加。这主要是由于智慧型手机和网路的普及，使人们更方便地存取和消费播客。亚太地区对播客的投资不断增长，越来越多的公司和个人创建和製作播客。亚太地区的播客广告市场仍然相对较新，与美国和欧洲等成熟市场相比，竞争较少。这是企业接触新受众并在市场上立足的机会。

主要进展：

2020 年 6 月，Spotify 发布了 Ad Studio for Creators，这是一个自助服务平台，允许播客创作者在其播客中插入广告并管理其广告宣传。
2021 年 6 月，Apple 推出了 Apple Podcast Subscriptions，这是一项新服务，允许播客创作者向听众收费存取独家内容的费用。

介绍
北美洲
- 美国
- 加拿大
- 墨西哥
南美洲
- 巴西
- 阿根廷
- 其他的
欧洲
- 英国
- 德国
- 法国
- 西班牙
- 其他的
中东/非洲
- 沙乌地阿拉伯
- 阿拉伯聯合大公国
- 以色列
- 其他的
亚太地区
- 日本
- 中国
- 印度
- 韩国
- 印尼
- 泰国
- 其他的

第十章竞争环境及分析

主要企业及策略分析
市场占有率分析
合併、收购、协议和合作

第十一章公司简介

AdvertiseCast, LLC
Amazon.com, Inc.
Acast
Audacy, Inc.
Liberated Syndication
Podbean
SoundCloud Limited
Spotify AB
Stitcher Media LLC
SXM Media

简介目录

Product Code: KSI061616109

The podcast advertising market is expected to grow at a CAGR of 13.36% from US$1,044.453 million in 2022 to US$2,512.565 million in 2029.

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