Magellan AI致播客廣告商研究:立即預訂廣告位置

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  • Magellan AI致播客廣告商研究:立即預訂廣告位置

      202101/1302:40

    ◎播客廣告情報公司Magellan AI發布有關廣告商如何將假日行銷內容放入播客的研究。透過查看去年的假日廣告,並核對播客的假日內容,該公司提出了今年的建議。其中最重要的是,廣告商:立即製作您的播客廣告。
    ◎該研究首先回顧2019年的假日播客廣告,並將其與第一季度至第三季度(節假日前)的支出進行比較,研究顯示增加幅度很大。相較於不了解假日產品(牙刷)的廣告客戶,很容易看到代表傳統假日購物類別(例如葡萄酒)廣告客戶的產品。
    ◎Magellan分析播客情節的內容,在節日主題發現:播客直到12月份才開始關注假日主題,這與假日購物季節老早已開跑背道而馳。研究指出:許多節目從未發布過假期特定的劇集,廣告主的行動比播客要早,包括免費送貨,折價,獎勵和免費,目的在刺激假日購物。研究顯示,廣告商比播客更早進入假日季節。

    詳細全文:

    Podcast advertising intelligence company Magellan AI released some research on how buyers place their holiday marketing in podcasts. Looking at last year’s holiday advertising, and examining podcast holiday content, the company comes up with recommendations for this year. Chief among them to buyers: Get your podcast advertising in place now.
    The research starts with looking back at holiday podcast advertising in 2019, comparing it to Q1 – Q3 (pre-holiday) spending. The increases are sizable:
    In the ranking above it’s easy to see advertisers whose product represents a traditional holiday buying category (e.g. wine), compared to advertisers whose product is agnostic to holidays (toothbrushes).
    Next, Magellan analyzed the content of podcast episodes, looking for holiday themes. One finding: Podcasts did not pick up on holiday themes until December, contrary to the much earlier start of the holiday shopping/decorating season. The company notes this: “Many of the
    shows never published holiday-specific episodes – which isn’t surprising when the show genre is taken into context.” (Think: True Crime.)
    The research indicates that advertisers act sooner than podcasts, when gauged by the use of certain discount-product terms selected by Magellan used in ad copy — e.g. free shipping, percent off,reward, and free. Assuming those ads were meant to stimulate holiday shopping, the research indicates that advertisers moved into the holiday season earlier than podcasters:
    The research report has other conclusions and takeaways — and also audio examples to hear. Download the free report here, in exchange for filling in a few identity fields.

     

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