Which B2B Companies Are Investing in Podcasts?
In 2019, leading B2B companies like ZipRecruiter, Indeed, Stamps.com, ADP, and Zoom invested in podcast advertising across various popular shows, employing predominantly host-read, personalized ads to engage qualified audiences, with ZipRecruiter and Stamps.com favoring highly personable approaches, Indeed using a balanced mix, ADP opting for mostly formal ads, and Zoom targeting business-focused podcasts.
Podcast advertising is significant in the B2B sector. Podcast ads are considered well-suited for B2B brands because they reach a qualified and engaged audience, making listeners more receptive to the ads. This approach is seen as an audio, low-tech equivalent of context-based advertising.
There is a wide range in the form that ads take, from more formal pre-recorded ads to more casual host-read ads. Below are the top 5 B2B podcast advertisers for the top podcasts from 2019, along with details on where and how they advertised.
ZipRecruiter
ZipRecruiter, designed for both hiring companies and job seekers, appeared on 66 different podcasts in 2019. Notable podcasts include Pod Save America, The Daily, and The Ben Shapiro Show. ZipRecruiter favored a personable approach, with 79% of ads being host-read. For example, on Pod Save America, the ad copy discusses autonomous jobs while the hosts share personal experiences with the brand.
Indeed
Indeed advertised on 13 different podcasts in 2019. The most notable was the Stephen A. Smith Show for ESPN, but Indeed also bought ad space on Ten Percent Happier (focused on mindfulness meditation) and This American Life. Half of Indeed's podcast ads were host-read.
Stamps.com
Stamps.com, a provider of internet-based mailing and shipping services, bought ads on 21 different podcasts targeting niche audiences. Podcasts included Stuff You Should Know, The Ben Shapiro Show, and The Joe Rogan Experience. Stamps.com took a highly personal approach, with 94% of ads being host-read.
ADP
ADP, which provides payroll, HR, and tax services, advertised on 6 different podcasts in 2019. Most placements were on What's New, a business podcast from The Wall Street Journal. With a focus on a high-minded rather than small business audience, only 2% of ADP's podcast ads were host-read.
Zoom
Zoom, a popular web conferencing solution, advertised on 13 different podcasts in 2019. Most commonly, Zoom ads appeared on Economist Radio and The Intelligence, both from The Economist. Only 13% of Zoom's podcast ads were host-read.
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