A change to the best way Apple’s iOS working system manages automated podcast downloads could affect 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 said 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 a minimum of two benefits over Apple’s earlier observe 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 carefully replicate listens, enhancing the worth of a “obtain” as a advertising and marketing metric.
Promoting
This iOS 17 replace may affect 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 often quoted together with others that embody:
- Subscriber counts,
- Subscriber progress,
- Rankings,
- Opinions.
For companies operating model or consciousness campaigns, downloads are a key metric. Thus, if the objective is to get impressions — precise listeners — then the first KPI simply received higher on the Apple platform.
However, the obtain metric is much less significant for efficiency advertisers — these on the lookout for particular outcomes, similar to signups or gross sales. Even with iOS 17, some (and even many) downloaded episodes usually are not listened to. Say a podcast is revealed twice weekly. A follower would want to hear to only considered 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 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.
Vainness URL. Considerably much less efficient for monitoring efficiency is a conceit URL. Think about you use an eco-friendly residence merchandise model. You promote on an eco-focused podcast and embody a singular URL, similar to 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 visitors or gross sales. A enterprise promoting in comparatively few channels may possible use analytics knowledge to establish visitors or gross sales from a podcast advert, particularly if it’s a distinctive provide, similar to a selected services or products.
Surveys. A enterprise may additionally implement post-purchase surveys, asking prospects how they heard in regards to the product or the model. That is sometimes much less correct than a promotional code or vainness URL however useful nonetheless.
Podcast Advertisements
An efficient podcast advert earlier than iOS 17 will stay that manner afterward, whatever the obtain counts. What has modified is utilizing “podcast obtain” as a metric.