“We saw a big uptick in performance in terms of clickthrough rate,conversion rate, and overall revenue growth. The trend has continued since last March,” said Bryce Widelitz, senior director of business development at CNN Underscored, the recommendations site of CNN.
It generates easy clickthroughs that are minimally likely to convert. Data from Salesforce during the 2020 holiday season showed social media traffic in the US was substantially less likely to drive purchase. On Cyber Monday, social referral traffic had a 2% conversion rate and 94% cart abandonment rate, compared with a 12% conversion rate and 80% cart abandonment rate for search traffic.
In a digital ad placement, we know the number of impressions, clickthrough rate [CTR] and conversion rate. With podcasts, we know the number of impressions and conversions, but it’s hard to gauge brand interest similar to how we see traffic with a CTR. Most of this traffic will show up as direct or organic traffic, when the traffic may have originated with a podcast placement.