The Podcasting Advantage: Building Brand Trust & Safety
Podcast advertising elevates consumers’ brand awareness, sparking curiosity, driving engagement, and boosting their interest in making a purchase from that brand’s products or services, according to Nielsen’s ‘Podcasting Today’ report. This is driving home why brands are increasingly choosing podcasts as a medium for advertising, but they want to ensure brand safety and protection of their reputation across such digital audio campaigns.
That’s why Libsyn is committed to prioritizing brand safety for its advertisers. The Company’s AdvertiseCast marketplace leverages ComScore technology to scan and analyze the transcripts of individual podcast shows within the marketplace, enabling contextual profiling of their audio inventory. These integrated components work seamlessly together to score shows, empowering brands to ensure ad placement safety and suitability.
Dave Hanley, Chief Revenue Officer of Libsyn’s AdvertiseCast, affirms, “Our advanced brand safety and suitability solutions prioritize advertisers’ peace of mind. Through our AdvertiseCast marketplace, we utilize ComScore technology to meticulously analyze podcast show transcripts, enabling contextual profiling and show scoring. This commitment ensures brands can confidently navigate the digital audio landscape.”
September 2023 Podcast Advertising Rates
If you are looking into advertising on podcasts, podcast advertising rates (or CPM — Cost Per Thousand) are probably top of mind. To this end, we give you September 2023 Podcast Advertising Rates.
Each month Libsyn’s AdvertiseCast Marketplace publishes the prior month’s rates to allow advertisers and podcasters to monitor market pricing and to foster insight into podcasting advertising as a monetization vehicle.
The data is derived from actual sales data across AdvertiseCast’s network of 2,900 shows, including more than 225 exclusive podcasts.
For September 2023, the average CPM rate was $22.91 for a 60-second ad spot.
That figure is up 3.8% compared to last month (August 2023 avg. CPM rate: $22.07) and has decreased year-over-year (September 2022 avg. CPM rate: $23.94).
The three highest CPM categories in September based on delivered advertising were:
- Education: $27
- Arts: $26
- Technology: $25
Moreover, three categories where advertisers can effectively tap into highly engaged audiences at more accessible CPM rates include Fiction, News, and TV & Film, which averaged around the low 20s in September.
Historical data dating back to 2020 can be found on the AdvertiseCast site, along with a pricing calculator that allows you to estimate the spend for your next advertising campaign.
Interested in podcast advertising? Connect with our team and get started here.