A change to the best way Apple’s iOS working system manages automated podcast downloads might influence a key efficiency indicator for advertisers.
For years, Apple Podcasts mechanically paused episode downloads when a follower’s machine storage was full or when she hadn’t performed any of the final 5 episodes for greater than 15 days. Then, when the follower (i.e., subscriber) resumed, Apple would obtain all unplayed episodes.
However no extra. In an October 2023 discover to podcast creators, Apple acknowledged iOS 17 wouldn’t obtain unplayed episodes mechanically as soon as a follower eliminated a pause.
Apple introduced a change in how it might mechanically obtain podcast episodes.
Storage and Actuality
The replace has at the least two benefits over Apple’s earlier follow of downloading all episodes.
First, the brand new iOS 17 automated obtain process preserves machine storage. Episodes gained’t mechanically obtain if a follower has not performed any of the final 5 episodes for 15 days.
Second, obtain counts will extra intently replicate listens, enhancing the worth of a “obtain” as a advertising metric.
Promoting
This iOS 17 replace can also influence how podcast advertisers measure efficiency.
For a lot of advertisers, the variety of occasions an episode is downloaded signifies how many individuals listened and subsequently the marketing campaign’s attain.
What’s extra, downloads are among the many best podcast metrics to trace and are ceaselessly quoted together with others that embody:
- Subscriber counts,
- Subscriber progress,
- Rankings,
- Evaluations.
For companies operating model or consciousness campaigns, downloads are a key metric. Thus, if the purpose is to get impressions — precise listeners — then the first KPI simply acquired higher on the Apple platform.
Then again, the obtain metric is much less significant for efficiency advertisers — these on the lookout for particular outcomes, reminiscent of signups or gross sales. Even with iOS 17, some (and even many) downloaded episodes will not be listened to. Say a podcast is printed twice weekly. A follower would wish to hear to simply certainly one of them within the earlier two weeks for all to be downloaded.
Higher Metrics
Definitely downloads will proceed to be the first podcast metric. However efficiency advertisers are possible higher with various monitoring strategies.
Listed below are a couple of examples.
Promotional codes. Embrace a promotional code within the podcast commercial. An ecommerce store promoting high-tech devices may embody in its advert the promotional code “FUTURE20” for a 20% low cost. Prospects who use that code sign to the service provider it got here from the podcast.
Self-importance URL. Considerably much less efficient for monitoring efficiency is an arrogance URL. Think about you use an eco-friendly residence merchandise model. You promote on an eco-focused podcast and embody a novel URL, reminiscent of yourstore.com/eco, within the advert message. You would possibly even provide distinctive content material at that URL. Guests to the URL presumably got here solely from the podcast.
Web site site visitors or gross sales. A enterprise promoting in comparatively few channels may possible use analytics information to establish site visitors or gross sales from a podcast advert, particularly if it’s a distinctive provide, reminiscent of a selected services or products.
Surveys. A enterprise may also implement post-purchase surveys, asking prospects how they heard in regards to the product or the model. That is usually much less correct than a promotional code or self-importance URL however useful nonetheless.
Podcast Advertisements
An efficient podcast advert earlier than iOS 17 will stay that approach afterward, whatever the obtain counts. What has modified is utilizing “podcast obtain” as a metric.
