Question 1

What is podcasting?

Accepted Answer

Think of podcasting as your own radio show where you can talk about whatever you want, when you want available to anyone with internet access.

Question 2

What is the difference between a "listen" and a "unique listen"?"

Accepted Answer

A "listen" is an individual download of an episode that has been filtered to establish that -- among other things -- enough of the episode was downloaded to constitute a real person listening. This term may be used interchangeably with “download”.

A "unique listen" is a listen that has occurred to a specific podcast episode from an identified individual through a single (UTC-based) day. For example, if the individual has performed a listen the same podcast on the same UTC-based day twice, that will result in two listens and one unique listen. If the same person listens to the same episode the following day again, it will count as 3 listens and 2 unique listens.

Question 3

What is an RSS feed?

Accepted Answer

A podcast RSS feed allows users to subscribe to a podcast in order to listen to it without visiting the exact website where it is located. A podcast RSS feed also updates subscribers when new episodes are uploaded, so subscribers never have to go searching for the new episodes.

Question 4

How much time do people spend listening to podcasts?

Accepted Answer

In Australia the average podcast consumer listens to 6 podcasts a week, roughly 4 hours and 18 minutes. *The Infinite Dial 2019 Australia

Question 5

Where do most people listen to podcasts?

Accepted Answer

In Australia the home is the most popular place to listen, with 59% of listeners tuning in there. 36% listen while travelling, 28% listen at work and 21% while working out or at the gym. *Australian Podcasting Study, PodcastOne

Question 6

What are the most popular podcast content genres?

Accepted Answer

True crime, music, news and current affairs, comedy and sport.

Question 7

Where do most people go to listen to podcasts?

Accepted Answer

Apple Podcasts is still the dominant app for listening, though its share has declined from 80% + to 63% in the past few years. The remainder come from other iOS and Android apps such as Spotify, Stitcher, Overcast and Pocket Casts.

Question 8

What’s the split of podcast consumption by device?

Accepted Answer

During an average 4 week period, 68% of Australian podcasts are downloaded on a mobile device, 21% happen on a desktop and 11% happen on a tablet. Of note: the rise of smart speakers sees more consumption through these devices.

Question 9

What’s a CPM?

Accepted Answer

CPM is a common method for pricing web ads even outside of podcasts. CPM stands for Cost Per Mille, or cost per thousand impressions.

Question 10

How are podcasts measured?

Accepted Answer

Podcast impressions are measured by downloads: how many times an episode that contains an ad is downloaded. An ad in an episode that is downloaded 100,000 times can be considered to have 100,000 impressions.

Question 11

How do I measure ROI when it comes to podcasts?

Accepted Answer

Measurement depends on the type of advertiser and campaign objectives. Some of the more common tracking methods are outlined below:

Question 12

Offer Codes (Direct Response)

Accepted Answer

Offer codes are tied to a discount or bonus. Unique offer codes are used for podcasts so that responses are easily attributed: simply count the times the offer code was used!

Question 13

Custom URLs (Direct Response)

Accepted Answer

Custom URLs are primarily easy to track. Only share a custom URL on a podcast and traffic to that URL can be attributed to the podcast ad. They can also be used to trigger a discount or offer.

Question 14

Check-Out Survey (Direct Response)

Accepted Answer

Check-out surveys are great when advertisers don’t have special offers. Accuracy can be improved by proactively asking listeners to fill out the survey.

Question 15

Social Mentions (Branding & Tune-In)

Accepted Answer

Conversations through social media can be a strong indicator of a branding campaign’s success. Look for increased online conversations around topics your brand is championing, as well as branded hashtags and tagging during the period of the campaign. Also allow for a period after the campaign as listeners might not hear the podcast when it’s immediately released.

Question 16

​Web Traffic (Branding & Tune-In)

Accepted Answer

Website traffic is another good indicator of listeners who are engaged with a brand. Even if a brand has set up a custom landing page, advertisers should look at overall site traffic during a campaign period, plus a few weeks. Some listeners may only remember a company’s main URL or use a search engine to find a site, which are not directly trackable.

Question 17

What are the different types of podcast ads and sponsorship?

Accepted Answer

Podcasts include audio ads, recorded as either a live host endorsement or pre-recorded clip that can be inserted at the beginning (pre-roll), middle (mid-roll) and end (end-roll) of the show.

Question 18

What are the IAB guidelines for podcast measurement?

Accepted Answer

The most up-to-date version of the IAB Podcast Measurement Technical Guidelines can be found here.

As to your Qs.

What is podcasting?

What is the difference between a "listen" and a "unique listen"?"

What is an RSS feed?

How much time do people spend listening to podcasts?

Where do most people listen to podcasts?

What are the most popular podcast content genres?

Where do most people go to listen to podcasts?

What’s the split of podcast consumption by device?

What’s a CPM?

How are podcasts measured?

How do I measure ROI when it comes to podcasts?

Offer Codes (Direct Response)

Custom URLs (Direct Response)

Check-Out Survey (Direct Response)

Social Mentions (Branding & Tune-In)

Web Traffic (Branding & Tune-In)

What are the different types of podcast ads and sponsorship?

What are the IAB guidelines for podcast measurement?

Want to learn more? Get in touch.

As to your Qs.

What is podcasting?

What is the difference between a "listen" and a "unique listen"?"

What is an RSS feed?

How much time do people spend listening to podcasts?

Where do most people listen to podcasts?

What are the most popular podcast content genres?

Where do most people go to listen to podcasts?

What’s the split of podcast consumption by device?

What’s a CPM?

How are podcasts measured?

How do I measure ROI when it comes to podcasts?

Offer Codes (Direct Response)

Custom URLs (Direct Response)

Check-Out Survey (Direct Response)

Social Mentions (Branding &amp; Tune-In)

​Web Traffic (Branding &amp; Tune-In)

What are the different types of podcast ads and sponsorship?

What are the IAB guidelines for podcast measurement?

Want to learn more? Get in touch.

Social Mentions (Branding & Tune-In)

Web Traffic (Branding & Tune-In)