We’ve written articles proving that podcast advertising is effective, now it’s time to discuss case studies so you can learn from the industry’s most successful podcast advertisers. So let’s explore how the 5 brands dominating podcast advertising and how they’re doing it.
Betterhelp provides online counseling and therapy services through web-based interaction as well as phone and text communication. For the last few years, Betterhelp has consistently spent the most money out of all podcast advertisers, and it’s easy to see why they are finding so much success.
74% of podcast listeners listen to shows to learn new things, meaning they are curious and explorative, which dovetails well with therapy, a process of learning new things about yourself. Betterhelp advertises primarily on comedy podcasts, but their broad appeal to curiosity means that Betterhelp can still find a receptive audience on just about any podcast.
ZipRecruiter is one of the largest online job boards and is the 4th largest podcast advertiser.
What makes ZipRecruiter great for podcast advertisements is their ability to tailor the message to the audience of the show. If the audience is business owners, then the message is about using ZipRecruiter to hire new employees. If the audience is primarily workers (i.e. everyone else), the message can be fine tuned to be about finding a job via ZipRecruiter.
Everyone either needs employees or needs employment, so ZipRecruiter easily connects with audiences, no matter what show they are advertising on.
Athletic Greens is a nutritional supplement powder with 75 vitamins and minerals.
Unlike BetterHelp and ZipRecruiter, their product is less likely to appeal to everyone, so they take advantage of podcasts in a different way – niches. Being both a health and fitness product, Athletic Greens primarily advertises on podcasts about sports, self improvement, and fitness.
In addition, Athletic Greens uses sports and fitness icons as celebrity spokespeople for their product. One example is their work with the podcast, Climbing Gold, hosted by world renown rock climber Alex Honnold. When arguably the best rock climber in the world says, “I take this product and you should too,” that carries weight. Especially to an audience who reveres his accomplishments. Podcasting allows Athletic Greens to take the traditional celebrity spokesperson model to the next level, because every host is a celebrity to their own audience.
Manscaped is a male grooming company that sells razors, deodorant, soap, and more.
Research has shown that the most effective podcast ads allow the hosts to adlib, make jokes, and lean into their own personalities. Manscaped is the perfect product for these kinds of ads, as their own advertising campaigns heavily lean into irreverent and raunchy humor.
So when advertising on podcasts, they give creative control and allow the hosts to get much sillier than the average podcast advertisement, which is highly entertaining to their listeners and ultimately converts well for Manscaped.
Squarespace provides easy to use templates for website design and hosting. They have been advertising on podcasts for over 10 years and have shown no signs of slowing down. In the early days of podcasting, when the medium wasn’t as mainstream as it is now, many listeners were primarily interested in technology. Being a technology company themselves, SquareSpace quickly found a perfect home in podcasting.
But even now that podcast audience has branched out beyond technology., SquareSpace continues to thrive as a podcast advertiser. Similar to ZipRecruiter, they are able to tailor their message to whatever niche audience they are presenting to. Now, technologists aren’t the only people that need websites, almost everyone does. Whether you have a small business, art portfolio, blog, podcast, or anything else – SquareSpace argues that you need a website, and they have just the product that can help.
Podchaser is the world’s most comprehensive podcast database, and Podchaser Pro unlocks access to truly one-of-a-kind podcast advertiser data – like sponsor history. On many of the top podcasts, Podchaser Pro details which companies have sponsored the podcast recently, the dates of those advertisements, and how many times they’ve worked with the podcast. We even estimate how much it costs for a pre-roll, mid-roll, and post-roll ad on that podcast. In addition, you can click on an advertiser to see a list of which podcasts they’ve sponsored in the past.
But Podchaser Pro provides even more tools for PR firms, advertisers, podcast networks, direct-to-consumer brands, and more. With just a few clicks, you can discover almost every podcast’s contact information, reach, Power Score™(cross-platform popularity), demographics, and more.