Podcast ads have been known to run as long as nine minutes—the length of some entire shows—as ambitious host-read ads take on a life of their own. But just-released data from the Interactive Advertising Bureau (IAB) and Pricewaterhouse Coopers shows that’s by far the anomaly and not the rule. In fact the most common spot runs a very traditional radio-like one minute.
While broadcast radio has trended toward shorter ads during the past decade with more national advertisers leaning on 15- and 30-second spots, the annual IAB/PwC Podcast Advertising Revenue Study shows podcast ads still lean on longer ads.
A big reason could be that host-read ads still account for about two-thirds of podcast ads, the report shows, although its share of the market slipped slightly last year. The report says host-read ads made up 63% of the ads used by marketers, down four points from 2017. The rest of the ads are typically announcer-read style ads, which made up 35% of the spots that ran on shows last year. While traditional radio-style commercials are still a very small part of the ads running on podcasts, the report shows its share tripled last year to 1.7%.
The report also shows that as ad insertion technology has improved, more marketers have opted to use the method to switch new spots into podcasts as their creative copy has changed. Nearly half of advertisers last year used systems that allowed them to dynamically insert ads. That was a six point increase compared to the prior year. Even so, slightly more than half of all ads are still “baked-in” to podcast content.
Download the full IAB/PwC Podcast Advertising Revenue Study HERE.