Mack Weldon: Podcast Ad Doubled Our Sales

Midroll advertiser Mack Weldon told Digiday that podcast advertising is now 25% of the company’s monthly ad budget. The reason is simple: results. For instance, the company partnered with Comedy Bang! Bang! for an ad read during the show’s live recording at SXSW this year. Paul F. Tompkins played a Mack Weldon executive and the company’s marketing manager Collin Willardson appeared on stage to play an underwear model. Willardson told Digiday, “We’d worked with Comedy…

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Podcast Ads Drive Spectacular Brand Recall

It’s easy for direct response advertisers to measure the success of their podcast campaigns. They track with offer codes and vanity URLs. (And indeed, 61% of our listeners say they’ve bought something after hearing about it in a podcast ad.) And now, we can show definitively that podcast ads are similarly effective for brand advertisers looking to build awareness. In fact, we can describe how well podcast ads work for brands in a single word:…

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Results from Midroll’s Newest Listener Survey Are Awesome

At Midroll we want our advertisers to make informed choices about the podcasts they select, while advancing the podcast industry. That’s why we conduct the industry’s largest ongoing survey of podcast listeners, to learn who they are, their listening habits, and how they spend their money. Survey results break down show-by-show so that Midroll advertisers know fine-grained demographics for each. We surveyed 168,500 listeners from June through October 2015 and have published the results in…

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Bill Simmons Gets Personal for His First Dunkin Donuts Ad Read

“The Boston Sports Guy” Bill Simmons is also a big fan of one of that city’s most famous culinary exports: Dunkin’ Donuts. This makes the coffee and baked goods chain an excellent fit to advertise on The Bill Simmons Podcast, which rocketed to the top of the charts when it debuted in October. Bill got personal in his first ad read for Dunkin’, fondly remembering the time he’s spent in the restaurant writing columns or…

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Why Programmatic Ads Aren’t Necessarily Great For Podcasting

A number of players in the podcasting and advertising industries are making bets on programmatic ad delivery — dynamically inserting ads into a podcast as the episode is downloaded. It’s an understandable temptation, but we at Midroll see some tradeoffs. Compared to display ads and radio commercials, the host-read podcast spots we sell are downright artisanal. That’s a good thing, and we want to keep those spots sounding that way — because they perform better…

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