普华永道-2017年美国播客广告行业研究报告（英文）-15页

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1、www.pwc.comIABPodcastAdRevenueStudy:AnAnalysisoftheLargestPlayersinthePodcastingIndustryJune2017AnindustrysurveyconductedbyPwCandsponsoredbyInteractiveAdvertisingBureau(IAB)ThePodcastAdRevenueStudywasmadepossiblebythefinancialsupportofthefollowingsponso

2、rstoIAB:AcastAuthenticGimletMediaHowStuffWorksMarketEnginuity(aPodtracCompany)MidrollMediaPanoplyMediaPublicMediaMarketingWondery(PMM)Anytrademarksincludedaretrademarksoftheirrespectiveownersandarenotaffiliatedwith,norendorsedby,PricewaterhouseCoopersLL

3、P,itssubsidiariesoraffiliates.IABPodcastAdRevenueStudy,June20172OutlineOverviewStudyscope&MethodologyStudyfindings•Fullyearresults(2015and2016actuals,and2017forecast)•Quarterlytrends•Deliverymechanism•Admechanism•CampaigntypeContactsAboutPwCIABPodcastAd

4、RevenueStudy,June20173OverviewIABhelditsfirstannualPodcastUpfrontshowcaseinSeptember2015,hostinganaudienceofmarketersandmediabuyersinterestedinlearningmoreaboutthe“powerofpodcastsasavaluableplatformtoreachconsumers.”Inrecognitionoftheplatform’sgrowthasa

5、nimportantandemergingmarketingmedium,aformal,data-drivenrevenueanalysisneededtobeexecuted.Industryestimatesexisted;but,therangeinpublishedestimateswastoowidetobereliable.IAB’spodcastgroupmetandasub-groupofmemberselectedtosponsorastudytoproperlyassessthe

6、potentialforadvertisingrevenueacrosstheindustry.PwCwasengagedinMarch2017toconductastudybydirectlysurveyingtheindustry’ssignificantrevenuegenerators.Over11weeks,PwCperformedamarketscan,conductedthreediscoveryinterviews,facilitatedaworkingsessionwithIAB’s

7、audioworkinggroup,andsurveyed20ofthelargestpodcastadvertisingcompaniestogeneratethefindingspresentedhere.IABPodcastAdRevenueStudy,June20174SurveyScope&MethodologySurveyscopeMethodologyTheIABPodcastAdvertisingRevenueStudyispartofanThemethodologyemployedh

8、ereissimilartotheongoingIABmissiontoprovideanaccuratebarometerofmethodologywhichPwChasusedtoconductthehalf-yearpodcastadvertisinggrowth.andfull-yearinternetadvertisingrevenuereportsince1996.Toachievedifferentiationfromexistingest