A change to the best way Apple’s iOS working system manages computerized podcast downloads might affect a key efficiency indicator for advertisers.

For years, Apple Podcasts robotically 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 robotically as soon as a follower eliminated a pause.

Apple introduced a change in how it will robotically obtain podcast episodes.

Storage and Actuality

The replace has not less than two benefits over Apple’s earlier follow of downloading all episodes.

First, the brand new iOS 17 computerized obtain process preserves machine storage. Episodes gained’t robotically 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 metric.

Promoting

This iOS 17 replace can also 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 steadily quoted together with others that embrace:

• Subscriber counts,
• Subscriber progress,
• Rankings,
• Opinions.

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 obtained higher on the Apple platform.

However, the obtain metric is much less significant for efficiency advertisers — these on the lookout for particular outcomes, akin 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 wish to hear to simply 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 just a few examples.

Promotional codes. Embody a promotional code within the podcast commercial. An ecommerce store promoting high-tech devices might embrace 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 an arrogance URL. Think about you use an eco-friendly residence merchandise model. You promote on an eco-focused podcast and embrace a novel URL, akin 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 possible use analytics information to determine site visitors or gross sales from a podcast advert, particularly if it’s a distinctive provide, akin to a particular 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 manner afterward, whatever the obtain counts. What has modified is utilizing “podcast obtain” as a metric.