A change to the best way Apple’s iOS working system manages computerized podcast downloads might influence 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 acknowledged iOS 17 wouldn’t obtain unplayed episodes routinely as soon as a follower eliminated a pause.
Storage and Actuality
The replace has at the very least two benefits over Apple’s earlier follow of downloading all episodes.
First, the brand new iOS 17 computerized obtain process preserves system storage. Episodes gained’t routinely obtain if a follower has not performed any of the final 5 episodes for 15 days.
Second, obtain counts will extra intently replicate listens, bettering the worth of a “obtain” as a advertising and marketing metric.
This iOS 17 replace may 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 due to this fact the marketing campaign’s attain.
What’s extra, downloads are among the many best podcast metrics to trace and are regularly quoted together with others that embody:
- Subscriber counts,
- Subscriber development,
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 acquired higher on the Apple platform.
Alternatively, the obtain metric is much less significant for efficiency advertisers — these in search of 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 printed twice weekly. A follower would want to pay attention to only considered one of them within the earlier two weeks for all to be downloaded.
Actually downloads will proceed to be the first podcast metric. However efficiency advertisers are doubtless higher with various monitoring strategies.
Listed here are a number of examples.
Promotional codes. Embody a promotional code within the podcast commercial. An ecommerce store promoting high-tech devices might 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 singular URL, comparable to yourstore.com/eco, within the advert message. You may 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 might doubtless use analytics knowledge to establish site visitors or gross sales from a podcast advert, particularly if it’s a distinctive provide, comparable to a selected services or products.
Surveys. A enterprise may additionally implement post-purchase surveys, asking clients how they heard in regards to the product or the model. That is usually much less correct than a promotional code or vainness URL however useful nonetheless.
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.