November 2022: Top spenders, movers and shakers in podcast advertising
In addition to our monthly post, we review the previous month's creative, trends, and spend in our market update webinar. Register to join us!
Top Spenders
Top Movers & Shakers
Skylight
Skylight's 1500% increase in spend is over 3X the increase Magellan AI detected last year between October and November. A seasonal advertiser, Skylight has historically advertised heavily in November, but this month was notable since it is the most Skylight has ever spent in a single month.
Skylight targeted Comedy and True Crime podcasts like Cime in Sports and Deck the Hallmark with direct response ads. The ads are primarily placed in a mid-roll position and averaged 60 seconds.
Aura Frame
Aura Frame's increase increased their spend by $490k in November, from $0 in October. Another seasonal advertiser, Aura Frame spent over double what it spent during November 2021. We also expect to see similar levels of spending in December, according to historical trends
Hear the direct response ads on Pod Save the World and Crime Junkie. The ads are primarily placed in a mid-roll position and averaged 90 seconds.
Etsy
Etsy's massive increase in spend was one of the largest increases we detected in November. Similar to the other advertisers we highlighted, the online retailer also historically spends most in November. About half of the ads Etsy ran in November were host-read, wich half of spending being allocated to the News and True Crime genres
Etsy's brand awareness ads were primarily placed in a mid-roll position on podcasts in the Society & Culture and Sports genres. Hear the ads on True Crime All the Time and Start Here.
Methodology
Magellan AI analyzes podcast advertising data from the top 3,000 podcasts in the U.S., as ranked by Apple Podcasts. For parts of this analysis, we relied on Magellan AI’s proprietary model to estimate advertising spend. Our model incorporates a number of factors, including:
- The number of ads and variation in ad load detected for a given episode
- Number of downloads for each episode
- CPM, as reported on select media kits and estimated based on popularity
From time to time we adjust our model based on new inputs and user input.
Magellan AI creates tools that help marketers at brands like SimpliSafe, Wix, and BetterHelp spend intelligently on podcast advertising. Podcast publishers like WNYC and Audioboom use Magellan to track advertisers spending money in the podcast space. Learn More.
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