The Podscribe Performance Benchmark, Q2 2024
Podscribe’s quarterly benchmark report, built from analyzing 58,000 campaigns from 238 advertisers, is now live.One key finding is that episodic campaign types perform twice as well as impression-based buys. Head of Marketing and Growth Amelia Coomber told The Download “[That] performance gap boils down to frequency.” Impression-based buys have a 60% higher frequency than episodic, on average, and over the past 12 months 85% of said buys have at least 10% of their impressions delivered at 15x frequency (or higher).
Several U.S. states have passed or are attempting to pass legislation regarding how parents can monetize their children. With the rise of family vlog content and ‘kidfluencer’ videos, such as the Ryan’s World franchise spawned from parents filming son Ryan Kaji unboxing toys. Illinois recently revamped child labor laws to require parents of content creator children to set aside a portion of proceeds into a trust for the child, mimicking 1930s California legislation to protect child movie stars’ earnings. Kids & Family is a huge genre in podcasting. New legislation could help future-proof podcasts content starring children against becoming exploitative.
The Holiday Season Approaches [Multiple Sources]
As Q4 looms in the distance, coverage of how retailers and advertisers are gearing up for the end-of-year holiday season are beginning to go up. AdWeek covers retailers’ plans to focus on value and advertising lower prices as consumers expect to have less liquid cash this year. Modern Retail covers third-party Amazon sellers’ rush to gear up for Black Friday, as Amazon has broadcast intent to stockpile inventory across September and October so the final two months can be spent focusing on fulfilling orders. And finally with Digiday, a discussion of how marketers’ flexibility means there truly are no set-in-stone start and end dates for holidays. From single-day events like Black Friday stretching into week-long sales, to net-new holidays. Halloween merch hit store shelves this July to capitalize on Summerween, a grassroots social media-driven observation of a second Summer-themed Halloween, inspired by the 2012 animated series Gravity Falls.
Political Views – AdExchanger’s Optimizing the News
Several sizable Instagram accounts are reporting a steady decline in reach since February when Meta made the decision to limit feed exposure of political content unless users manually enabled an opt-in toggle in their content preferences. Much like previous attempts to stem sexual content also censoring women’s health and wellness brands, it appears topics frequently discussed during political conversations are also seeing dips in traffic. Leading to LGBTQ advocacy organization GLAAD also reporting a noticeable dip in Instagram views. Open podcasting’s self-governing ecosystem makes it more difficult for one centralized authority to de-value a given topic or premise. Advertisers can choose to avoid topics, but traffic to a given podcast can’t be throttled.
As for the rest of the news…
- Fox reports the 2025 Super Bowl is almost out of ad space already (to which we humbly point to the many sports podcasts that still have open inventory around that time)
- Ear Hustle, an award-winning podcast about the realities of prison life, has built a podcast studio in a California women’s prison.
- AdExchanger looks at a recent FTC blog post about hashes not being anonymous
- Adopter Media’s Adam McNeil has a new issue of his newsletter The Roast, including the beginnings of a Podcast Movement bingo card.
Digiday breaks down holding companies’ H1 results and what it could mean for the rest of the year.
