Growing Podcast Advertisers: Q4 2022

November 15, 2022

Podcast advertising works. I mean really works… It amplifies consumers’ brand awareness and affinity, boosts their interest in making a purchase, and, when a host endorses a brand or product, it has a measurable impact on brand awareness and affinity. In fact, according to Ad Results Media, 50% of podcast listeners who listen for at least 5 hours per week, say that podcast advertising is the best way for a brand to reach them, 74% have visited a company or product’s website after hearing an ad, and 65% have purchased a product or service.

One of the common misperceptions about podcast advertising is that the inventory is limited and it is difficult for brands to achieve meaningful scale.  While this may have been true several years ago, the rapid growth of the podcast listener base and an overall increase in the number of shows, have made that a thing of the past.

As we detailed in July with the announcement of our Podchaser partnership:

According to IAB, ad spend on podcasts will exceed $2B by 2023, and sales professionals are eager to tap into this opportunity. Through a new partnership with Podchaser, Winmo users can easily find brands spending on podcasts, the shows they’re sponsoring, and the brand and agency decision-makers who control the budgets.

“The podcast medium is becoming an important tool in a specific type of marketer’s toolkit. It’s the starting point of emerging and D2C brands that many of our customers are hoping to build relationships with as their budgets expand. Our partnership with Podchaser will allow sellers to identify these brands, and connect with the brand and agency decision-makers who own these budgets.” said Dave Currie, CEO of Winmo and its parent company List Partners, LLC.

The medium is growing by leaps and bounds, with marketers eager to reach a growing number of consumers who listen to podcasts and act on the messaging they hear from brands. According to podcast advertising agency AdvertiseCast, “A survey of 300,000 listeners found that 63% of people bought something a host had promoted on their show.” It’s obvious that this young, novel medium is on pace for major growth, and Winmo has your unfair advantage to get ahead of the competition.

Here are five brands growing their podcast advertising strategy — currently spending between $100-500k annually — with a peak into their top investments:

1)  cbdMD: “At cbdMD, we combine premium quality and innovation to offer the purest CBD available on the market. We test our broad-spectrum CBD extractions through independent, third-party laboratories to guarantee the highest of standards.”

  • Company type: Public
  • 2021 Estimated Media Spend: $911,000

cbdMD podcast data

2)  PrettyLitter: “PrettyLitter’s lightweight litter monitors feline health by changing colors when it detects abnormalities in your cat’s urine. For the same monthly price and up to 80% lighter than traditional clumping cat litter, PrettyLitter provides peace of mind, time savings, and convenience. Also check out PrettyPlease our premium, high protein, grain-free feline food.”

  • Company type: Private
  • Total estimated podcast spend: $155,183

PrettyLitter podcast ads

3)  ClickUp: “ClickUp is one app to replace them all. It’s the future of work. More than just task management – ClickUp offers docs, reminders, goals, calendars, and even an inbox. Fully customizable, ClickUp works for every type of team, so all teams can use the same app to plan, organize, and collaborate. ClickUp is trusted by millions of users and over 100,000 teams at the world’s best companies like Google, Airbnb, Uber, and Nike.”

  • Company type: Private
  • Total estimated podcast spend: $302,665

clickup podcast ads

4)  Magic Spoon: “Founded in 2019, Magic Spoon makes high protein, low carb ‘childlike cereal for grown ups.'”

  • Company type: Private
  • Total estimated podcast spend: $330,495

Magic Spoon podcast ads

5)  ButcherBox: “ButcherBox is a holistic company that began with a simple mission: to make high-quality meats more available to everyone. As a result, they source & deliver the following specialties directly to one’s door: 100% grass-fed beef; free-range, organic chicken; humanely raised pork; and wild-caught seafood. They were founded in 2015, and are headquartered in Boston, MA.”

  • Company type: Private
  • Total estimated podcast spend: $230,476

ButcherBox podcast ads

Take advantage of podcast insights and enjoy massive business benefits such as:

  • Discover which brands are investing in podcast advertising
  • See the top podcast advertisers/sponsors by specific vertical or category
  • Uncover where your competitors are investing in this space, and how much they are spending
  • View trends in the industry and strike when the iron’s hot

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