Disqo：2023演变中的程序化广告市场格局分析报告（英文版）（18页）.pdf

1、ReportMAY 2023Proving the power of podcast adsUnderstanding podcast advertising opportunities and measuring their downstream impactsListen closelyIn recent years,podcasts have emerged as one of the most popular and engaging digital mediums in the US,with an ever-expanding audience and a plethora of

2、topics to cater to various interests.In this report,well delve into the growth and popularity of podcasts in the US,how consumers think about podcast advertising,and the rich opportunities this medium presents for marketers and advertisers.In just the past 4-5 years,weve seen about 70%growth in podc

3、ast listenership,with well over 150 million monthly podcast listeners in the US as of 2022*.This surge is attributed to numerous factors,including the rise of mobile devices,the explosion of podcast content and producers,and an ever-increasing awareness of podcast platforms.With its irrefutable and

4、continued growth,marketers should pay close attention to this advertising medium.As well reveal in this report,podcast listeners are highly engaged and receptive to the messages they hear during their favorite shows.Listeners are also highly diverse,while skewing toward nuanced demographic character

5、istics that can drive outsized value for brands.And marketers can leverage podcast platforms for distinct advertising formats(e.g.,host-read ads)to drive marketing success.As the podcast landscape continues to grow and evolve,brands,agencies,and podcasting platforms should stay attuned to customer e

6、xperience(CX)in the platform(including experience with ads),evaluate their campaign strategies early(i.e.,do A/B creative assessments),and measure continuously(i.e.,do holistic brand and behavioral lift assessments).By understanding consumer sentiment and behavior,they can identify the optimal adver