Case Study: Backblaze Builds Brand Awareness with Podcast Ads

Backblaze is an online backup service for Mac and Windows computers that uses its inexpensive server design to provide low-cost data backup. The company has been using podcast advertising since 2012 to build awareness of its service within a competitive sector. Backblaze’s Social Marketing Manager Yev Pusin explained that, “We do surveys every year [that show] 88% of people still don’t back up their computer on a daily basis. So we’re fighting apathy more than…

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Midroll Helps Squarespace Maximize ROI on Podcast Ads

Any podcast listener knows what a huge presence Squarespace has in the medium. The company is a podcast advertising pioneer, betting on the unique engagement of the platform when very few companies had taken the leap. Over the course of some seven years Squarespace’s sponsorship has helped dozens upon dozens of podcasters focus on their art while keeping their shows free for listeners. At Midroll we’re big fans of Squarespace and we really appreciate the…

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Case Study: Smile Has Positive ROI from Podcast Sponsorships

Smile produces productivity apps for Mac and iOS, like TextExpander and PDFpen, that make you wonder how you ever got anything done before using them. The company has seen success advertising its products on podcasts. Founder Greg Scown emphasized, “Smile uses podcast sponsorships, not so much ads.” He elaborated, “We choose hosts who know our products and shows with audiences we’d like to reach. For example, our products have been available in German since they…

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Case Study: Foot Cardigan Goes All-In with Podcast Ads

For those who like to give or receive a little “needed surprise” in their mailbox every month, there’s Foot Cardigan. The company’s service sends what CEO Bryan DeLuca calls, “one crazy pair of random socks,” to keep your feet happy. However, he explains that, “people don’t know sock subscriptions exist, until they hear about it.” There’s not a lot of people searching for this kind of service, so the company tried a number of different…

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Sling Media Saw 2 to 3x More Engagement from Podcast Ads vs. Radio

When Sling Media was ready to give podcast advertising a try, the company put them in a three-month head-to-head test against terrestrial radio. According to Henry Hwong, interim Chief Marketing Officer, the results were clear. “We’ve seen two to three times the engagement in podcasts, than we’ve seen in radio,” he told me over the phone. Henry is consulting with Sling through his role at SeriesC, a management consultancy firm. Working with Midroll, Sling ran…

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