As podcast ads gradually become an integral part of the advertising marketing mix, which brands will be its masters?
Editor’s note: This article is from WeChat public account “Podcasting” (ID : justpod), author: JustPod.
No.1: Geico Master of podcast ads
When podcast ads are becoming an integral part of the advertising marketing mix, which brands will be its masters?
According to the 2019 first quarter advertising report released by Magellan, there were a total of 2,440 brand or product advertisements in 2000 podcast shows. Such figures reflect the increasing awareness of brands to place podcast advertisements, and podcasts Gradually accounted for the larger advertising spend of the brand.
Geico (the U.S. government employee insurance company, which is the second largest auto insurance company in the United States) has the most brand awareness in the first quarter of 2019, and its advertising volume is 67% higher than that of the second-ranked Capital One.
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Not only that, in the top 15 podcast advertisers released by Magellan in July, August and September 2019, Geico ranked first and twice, and its investment in podcast advertising was very high. Stability is undoubtedly the master of gold.
It is worth noting that Geico ’s statistics on Geico ’s podcast advertisements also include those traditional audio programs (including advertisements) repackaged in the form of podcasts, which accounts for 59% of Geico ’s podcast advertisements.
Why is Geico spending so generously on podcast ads?
According to a study published by Nielsen in 2015, advertising in audio can improve the health of a brand, especially in improving the quotation intention of insurance consumers, and their preference and recommendation for insurance brands aspect.
This study finds that when U.S. consumers hear audio ads,
The probability of asking a home insurance company to provide a quote for an insurance product is 25% higher than that of someone who has not heard of it;
44% more likely to recommend a home insurance brand to others than those who have never heard of it;
Recall that brand advertising is four times more likely than someone who has never heard of it.
After listening to audio ads, more than 20% of people think that the rates of insurance products provided by American home insurance companies are competitive and easy to buy. In addition, when listeners were asked to describe audio advertisements, they chose adjectives of “informative”, “trustworthy”, and “pleasing”.
This research shows that podcast advertisements by insurance companies have increased insurance consumers’ awareness of brands.
Geico is obviously so generous when it sees that spending on podcast ads does significantly increase its insurance business revenue.
No.2: Prudential Life Insurance “Everyday Bravery”
In addition to placing podcast ads, insurance companies also do brand podcasts.
Prudential Financial, the largest insurance company in the United States and a global Fortune 500 company, launched the podcast “Everyday Bravery” in 2017. Each episode is about 30 minutes, focusing on the true story of ordinary people For example, a young man struggles with anxiety in order to enter the field of stand-up comedy, a story of a woman giving birth to a child in the bathroom outside the plan.
![The insurance company with the most advertisements in the United States is actually an insurance company.]()
Niharika Shah, Prudential’s vice president of brand marketing, explained their reasons for being a podcaster in an interview with the media.
Prudential has observed “Podcast” for a while before doing “Everyday Bravery”, and has personally seen the success of the podcast “Serial” and its podcast boom.
Shah said that she finds people’s mental state of listening to podcasts particularly interesting, because what podcasts are listened to is chosen by the listeners, and listeners are not easily interrupted when listening to podcasts. Podcasts with such characteristics are regarded as excellent communication by Prudential Media, so Prudential decided to be a brand podcast to convey the philosophy of insurance.
When people face life insurance, they are actually facing possible death. This is also a brave act. Therefore, Prudential named “Everyday Bravery” a podcast and used the podcast to tell carefully selected stories to encourage listeners to understand that humans have overcome Multiple ways of obstacles inspire listeners to face death bravely.
The host will appropriately mention insurance when telling the story, to establish a connection with people’s daily life, so that people can remember Prudential after listening to the podcast, and would like to know how Prudential provides insurance services.
Shah claimed in the interview that he got good feedback after launching the podcast “Everyday Bravery”. Inside the company, employees also participated in the production of the podcast and gave an encouraging response.
No.3: AIA Australia & Future Women
AIA Australia, a subsidiary of AIA, the world’s most valuable life insurance company, chose Future Women, a gender equality agency, to produce podcasts.
Future Women has previously had two podcasts, “Future Women” and “Future Women Leadership Series”.
In August 2019, AIA Australia and “Future Women” co-produced a new podcast “Next Generation Innovators”, hosted by Sylvia Jeffreys, reporter of Nine Network Australia and AIA Energy Brand Ambassador, whose philosophy is inspiration Women pursue their dreams and open their own paths.
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In the podcast, host Jeffreys talked to women who broke the ceiling in fashion, technology, beauty, health, and artificial intelligence, and led these “game changers” to share their lessons learned and success with their audience. And the secret to finding professional and personal satisfaction.
Take the first issue as an example, Jeffreys goes deep into fashion startupsThe company’s world interviewed Pip Edwards, the founder of sportswear company P.E Nation, and asked her to share her insights on the Kardashian effect.
For AIA Australia, they believe that the podcast “Next Generation Innovators” can convey the company’s purpose to the audience, namely that AIA brings positive changes to people’s lives, and supports Australian women to live better through community initiatives and partnerships Healthier, Longer, Better Lives.
At present, it seems that advertising podcasts and brand podcasts are good marketing methods for insurance companies, and maybe more insurance companies will join in the future.
< / p>The probability of asking a home insurance company to provide a quote for an insurance product is 25% higher than that of someone who has not heard of it;
44% more likely to recommend a home insurance brand to others than those who have never heard of it;
Recall that brand advertising is four times more likely than someone who has never heard of it.
After listening to audio ads, more than 20% of people think that the rates of insurance products provided by American home insurance companies are competitive and easy to buy. In addition, when listeners were asked to describe audio advertisements, they chose adjectives of “informative”, “trustworthy”, and “pleasing”.
This research shows that podcast advertisements by insurance companies have increased insurance consumers’ awareness of brands.
Geico is obviously so generous when it sees that spending on podcast ads does significantly increase its insurance business revenue.
No.2: Prudential Life Insurance “Everyday Bravery”
In addition to placing podcast ads, insurance companies also do brand podcasts.
Prudential Financial, the largest insurance company in the United States and a global Fortune 500 company, launched the podcast “Everyday Bravery” in 2017. Each episode is about 30 minutes, focusing on the true story of ordinary people For example, a young man struggles with anxiety in order to enter the field of stand-up comedy, a story of a woman giving birth to a child in the bathroom outside the plan.
Niharika Shah, Prudential’s vice president of brand marketing, explained their reasons for being a podcaster in an interview with the media.
Prudential has observed “Podcast” for a while before doing “Everyday Bravery”, and has personally seen the success of the podcast “Serial” and its podcast boom.
Shah said that she finds people’s mental state of listening to podcasts particularly interesting, because what podcasts are listened to is chosen by the listeners, and listeners are not easily interrupted when listening to podcasts. Podcasts with such characteristics are regarded as excellent communication by Prudential Media, so Prudential decided to be a brand podcast to convey the philosophy of insurance.
When people face life insurance, they are actually facing possible death. This is also a brave act. Therefore, Prudential named “Everyday Bravery” a podcast and used the podcast to tell carefully selected stories to encourage listeners to understand that humans have overcome Multiple ways of obstacles inspire listeners to face death bravely.
The host will appropriately mention insurance when telling the story, to establish a connection with people’s daily life, so that people can remember Prudential after listening to the podcast, and would like to know how Prudential provides insurance services.
Shah claimed in the interview that he got good feedback after launching the podcast “Everyday Bravery”. Inside the company, employees also participated in the production of the podcast and gave an encouraging response.
No.3: AIA Australia & Future Women
AIA Australia, a subsidiary of AIA, the world’s most valuable life insurance company, chose Future Women, a gender equality agency, to produce podcasts.
Future Women has previously had two podcasts, “Future Women” and “Future Women Leadership Series”.
In August 2019, AIA Australia and “Future Women” co-produced a new podcast “Next Generation Innovators”, hosted by Sylvia Jeffreys, reporter of Nine Network Australia and AIA Energy Brand Ambassador, whose philosophy is inspiration Women pursue their dreams and open their own paths.
In the podcast, host Jeffreys talked to women who broke the ceiling in fashion, technology, beauty, health, and artificial intelligence, and led these “game changers” to share their lessons learned and success with their audience. And the secret to finding professional and personal satisfaction.
Take the first issue as an example, Jeffreys goes deep into fashion startupsThe company’s world interviewed Pip Edwards, the founder of sportswear company P.E Nation, and asked her to share her insights on the Kardashian effect.
For AIA Australia, they believe that the podcast “Next Generation Innovators” can convey the company’s purpose to the audience, namely that AIA brings positive changes to people’s lives, and supports Australian women to live better through community initiatives and partnerships Healthier, Longer, Better Lives.
At present, it seems that advertising podcasts and brand podcasts are good marketing methods for insurance companies, and maybe more insurance companies will join in the future.