Podchaser Pulse

Pro users conducted how many searches last month? 👀

Author

Trent Anderson
June 21, 2024

🗞️ This Week’s Lineup:

👀 Podchaser Pro Usage Stats (top shows, top categories)

🤑 Podcast Ads Deliver 4.9x ROI?! Yes, says new study.

💡 Podcast Ad Strategy You Might Wanna Consider 

👀 Podchaser Pro Usage Stats (top shows, top categories) in the last 30 days

You ever wonder what people are doing with their Podchaser Pro accounts? Same, tbh.

Here are the goods:

In the last 30 days, Podchaser Pro users viewed 109k podcast pages across 11.6k sessions and searched 32.89k times, here's what they're looking at:

🔍 Top Search Terms:

1. "Classical Wisdom"
2. "Business"
3. "99% Invisible"
4. "the 1% in recovery"
5. "marketing"

🎙 Most Visited Podcast Pages

1. How I Built This
2. Joe Rogan Experience
3. Masters of Scale
4. The Diary of a CEO
5. The Mel Robbins Podcast

📊 Most Visited Podcast Pages by Category

1. Business (33.9k)
2. Culture (27.7k)
3. Society (27.6k)
4. Education (24.2k)
5. Health (20.5k)

⚡ Most Visited Podcast Pages by Power Score

1. 65-70 (9.01k)
2. 60-65 (8.82k)
3. 70-75 (8.62k)
4. 55-60 (8.43k)
5. 75-80 (5.61k)

What should you do with this data/intel?

If you’re a podcaster:

  • look at the most searched shows

  • analyze their formats and content

  • try adding something from their show to yours

If you’re an advertiser:

  • competition for top shows appears fierce

  • find podcasts similar to last month’s top shows using Pro’s similar podcasts algo

  • buy on shows that are like the top dogs but don’t command as much CPM

Of course getting podcast data gets a lot easier with Podchaser Pro. Maybe you’ve heard of it?

See more👇️ 

 🤑 Podcast Ads Deliver 4.9x ROI?!

Acast, the world’s largest independent podcast company, and media agency OMD have conducted a comprehensive new study highlighting the effectiveness of podcast advertising as a medium for both brand building and driving sales.

The study reveals:

  • podcast advertising surpasses other media in brand building AND

  • podcast advertising is also highly effective in generating long-term sales

    According to the study, podcast advertising delivers 4.9 times the return on investment (ROI), making it one of the most profitable media channels.

The study, conducted by Acast and OMD’s analytics division Annalect, analyzed the Swedish market with a total ad spend of two billion SEK between 2021 and 2023, from six different industries and 32 different advertisers.

Key stats from the study:

  • podcast advertising provides the highest short-term return on ad spend (ROAS) with a ROAS of 4.2

  • social media had a ROAS of 3.6

  • radio had a ROAS of 3.5

💡 Podcast Ad Strategy You Might Wanna Consider

It’s called the “Bookend” Strategy and here’s how it works:

1️⃣ Find Your Best-Fit Podcasts:

Use the Content/Context/Audience/Reach framework to identify podcasts that align perfectly with your brand.

2️⃣ Craft Your Campaign:

→ Two Weeks of Ads: Start with two weeks of ads focused on brand awareness. Prime the audience to hear your brand name multiple times. Your ad creative CTA could be a freebie, quiz, or a non-monetary offer.

→ Guest Interview: Feature a highly engaging founder in a guest interview. This helps solve the liking and trusting requirements most consumers have of brands they purchase from. An effective guest interview humanizes the brand and reinforces the brand message.

→ 2-4 Weeks of Ads: Follow up with another 2-4 weeks of ads, this time focused on conversion. Now, your ad CTA should be a discount offer, demo request, or similar.

Here’s why it works (bang the button to continue)👇️ 

👋 See you soon!

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