A change to the way in which Apple’s iOS working system manages automated podcast downloads could affect a key efficiency indicator for advertisers.
For years, Apple Podcasts routinely 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 routinely as soon as a follower eliminated a pause.
Apple introduced a change in how it might routinely obtain podcast episodes.
Storage and Actuality
The replace has no less than two benefits over Apple’s earlier follow of downloading all episodes.
First, the brand new iOS 17 automated obtain process preserves system storage. Episodes received’t routinely obtain if a follower has not performed any of the final 5 episodes for 15 days.
Second, obtain counts will extra carefully mirror listens, enhancing the worth of a “obtain” as a advertising metric.
Promoting
This iOS 17 replace may affect how podcast advertisers measure efficiency.
For a lot of advertisers, the variety of instances an episode is downloaded signifies how many individuals listened and due to this fact the marketing campaign’s attain.
What’s extra, downloads are among the many best podcast metrics to trace and are steadily quoted together with others that embody:
- Subscriber counts,
- Subscriber progress,
- Rankings,
- Critiques.
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 received higher on the Apple platform.
Alternatively, the obtain metric is much less significant for efficiency advertisers — these on the lookout for particular outcomes, comparable to signups or gross sales. Even with iOS 17, some (and even many) downloaded episodes aren’t listened to. Say a podcast is printed twice weekly. A follower would wish to pay attention to simply one in all 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 different monitoring strategies.
Listed here are just a few 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. 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 dwelling merchandise model. You promote on an eco-focused podcast and embody a novel URL, comparable to yourstore.com/eco, within the advert message. You would possibly even supply 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 knowledge to establish site visitors or gross sales from a podcast advert, particularly if it’s a distinctive supply, comparable to a particular 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 vainness URL however useful nonetheless.
Podcast Adverts
An efficient podcast advert earlier than iOS 17 will stay that means afterward, whatever the obtain counts. What has modified is utilizing “podcast obtain” as a metric.
