A change to the way in which Apple’s iOS working system manages computerized podcast downloads might influence a key efficiency indicator for advertisers.
For years, Apple Podcasts mechanically paused episode downloads when a follower’s system 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 said iOS 17 wouldn’t obtain unplayed episodes mechanically as soon as a follower eliminated a pause.
Apple introduced a change in how it will mechanically obtain podcast episodes.
Storage and Actuality
The replace has not less than two benefits over Apple’s earlier observe of downloading all episodes.
First, the brand new iOS 17 computerized obtain process preserves system 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 mirror listens, enhancing the worth of a “obtain” as a advertising and marketing metric.
Promoting
This iOS 17 replace can also influence how podcast advertisers measure efficiency.
For a lot of advertisers, the variety of instances 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 development,
- Rankings,
- Evaluations.
For companies working model or consciousness campaigns, downloads are a key metric. Thus, if the aim is to get impressions — precise listeners — then the first KPI simply bought higher on the Apple platform.
Alternatively, the obtain metric is much less significant for efficiency advertisers — these searching for particular outcomes, comparable to signups or gross sales. Even with iOS 17, some (and even many) downloaded episodes should not listened to. Say a podcast is revealed twice weekly. A follower would want to pay attention to only certainly one of them within the earlier two weeks for all to be downloaded.
Higher Metrics
Actually downloads will proceed to be the first podcast metric. However efficiency advertisers are seemingly higher with different monitoring strategies.
Listed below are just a few examples.
Promotional codes. Embody 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. Clients who use that code sign to the service provider it got here from the podcast.
Vainness URL. Considerably much less efficient for monitoring efficiency is an arrogance URL. Think about you use an eco-friendly house merchandise model. You promote on an eco-focused podcast and embody a novel URL, comparable to yourstore.com/eco, within the advert message. You may even supply distinctive content material at that URL. Guests to the URL presumably got here solely from the podcast.
Web site visitors or gross sales. A enterprise promoting in comparatively few channels may seemingly use analytics information to establish visitors or gross sales from a podcast advert, particularly if it’s a distinctive supply, comparable to a selected services or products.
Surveys. A enterprise may additionally implement post-purchase surveys, asking prospects how they heard concerning the product or the model. That is usually much less correct than a promotional code or self-importance URL however useful nonetheless.
Podcast Adverts
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.
