How will my advertising in Podnews work?
In terms of open rates, Podnews averages around 45% daily, which is significantly more than the industry average. Expected reach for your campaign is therefore around 15,000 people who will see your message. Different days mean different people open our email. We can show you the open rates for issues you advertise in.
Most readers of Podnews do so by email.
Because we’re a daily newsletter reaching the same people every day, a clickthrough rate calculated on a per-person basis makes more sense as a method to evaluate a campaign than a clickthrough rate per impression. We give you both to help.
A clickthrough rate, whether calculated by person or by impression, is highly dependent on the offer in any ad. “Get $100 free” will always perform better than “please be aware of our brand”. Typical clickthrough rates throughout the internet for display advertising are less than 1%. We normally overdeliver.
Podcasts can be consumed in many different apps, and people often read about podcasts and then search for them in their favourite podcast app. That means no clickthroughs for us to see; but you should see increases in listenership for your show as a result of advertising in Podnews. It’s also possible that you may see increases in advertising requests, given the high amount of ad buyers who read Podnews as well.
Email is challenging to measure, given the number of automated systems in use in email (particularly, spam checkers that click every link to test them all). Email offers no “referrer”, the standard technique used to measure traffic sources. The web also has a number of challenges, like blocking of Javascript-based analytics like Google Analytics, Plausible or similar. We’d always recommend measuring effectiveness by measuring total purchases or downloads, rather than relying on click counts.
All of this means that “what are the average clickthrough rates” isn’t really something we can answer.
But - you can see how good we are, as a place to advertise, by the amount of repeat advertisers we have. All the advertising is permanent, so you can take a look at our archive and see repeat advertisers for yourself.
