IAB：2019年播客广告收入报告（英文版）(21页).pdf

1、FY 2018 Podcast Ad Revenue Study: A Detailed Analysis of the US Podcast Advertising Industry Prepared by PwC June 2019 DRAFT Table of Contents FY 2018 Podcast Ad Revenue Study, June 2019 2 Background3 Sponsors4 Study Scope Designing the process to maintain participant anonymity and only release aggr

2、egate data; Podcast Advertising Revenues generated outside of the United States are out of the scope for this study. Methodology The methodology employed here is similar to the methodology that has been used to conduct the half-year and full-year internet advertising revenue report since 1996. The r

3、eporting process includes: Compiling a database of the largest podcast advertising revenue generators, which are believed to make up a significant portion of the overall market; Conducting a quantitative mailing survey with leading industry players, including podcast publishers and ad networks; Requ

4、esting and compiling several specific data items, including quarterly net commissionable advertising revenue by delivery mechanism, advertisement type, campaign type, buy type, pricing model, podcast program genre, and advertising business category; Performing a podcast advertising market sizing to

5、deliver a reasonable estimate of the market in the United States, inclusive of non-survey participating companies; Analyzing the findings, identifying and reporting key trends. Edited-in / Baked-in ads still represent the majority of podcast ads delivered in 2018. 10 FY 2018 Podcast Ad Revenue Study

6、, June 2019 58.3% 41.7% 2017 51.2% 48.8% 2018 Revenue by Campaign Type 2016 to 2018 Brand Awareness and Branded Content campaigns continue to make up a larger part of how advertisers choose to reach their audience. 11 FY 2018 Podcast Ad Revenue Study, June 2019 25.4% 73.0% 1.5% 29.2% 64.2% 6.5% 38.2