SMWNYC 2017 - Gimlet Media - Podcasts and Brands: A Match Made in Brand Marketing Heaven
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Social Media Week 2017 How to Humanize Your Brand with Podcasts
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Transcript of SMWNYC 2017 - Gimlet Media - Podcasts and Brands: A Match Made in Brand Marketing Heaven
Social Media Week 2017 How to Humanize Your Brand with Podcasts
TABLE OF CONTENTS
1. About me 2. About podcasts 3. About Gimlet 4. Gimlet Creative 5. In-show ads 6. Branded podcasts 7. Takeaways/Q+A
About me
RADIO OBSESSIVE FORMER NATIONAL PUBLIC RADIO MBA, FMR MANAGEMENT CONSULTANT COFOUNDER, GIMLET MEDIA
Who am I?
About Gimlet
NEXT STEPS
We are in a race to occupy the last part of people’s day that’s untouched by screens: Commuting, cooking, working out
2.5 SOURCE: BLS
hours untouched by screens
ABOUT GIMLET
Gimlet is the award-winning media company focused on high-quality podcasts. We exist to help people better understand the world and each other.
OUR SHOWS
12 Million downloads/mo
250% growth YOY
Successful podcasts do 3 things for listeners
1. Tell a story 2. Teach them something 3. Be their companion
GROWTH
Two TV projects & one theatrical film in development
imagechange!
Podcasts are the new comic books
• StartUp @ ABC Television • Homecoming @ NBC / Anonymous Content • Reply All episode “Man of the People” w/ Annapurna Pictures
About Gimlet Creative
OUR PARTNERS
ABOUT GIMLET
Gimlet’s model is working…
Advertisers might want to listen up: A new report says that if people have to receive ads, they’d rather hear them in podcasts.
Top 10 Most Innovative Companies of 2015
Advertisers clamor for more inventory in growing medium
Rising Podcast Star Gets Hollywood Cast, Apple Embrace
WHAT IS GIMLET CREATIVE?
Brand Partnerships At Gimlet Creative, we partner
with brands to craft ad campaigns and shows that
resonate with listeners
Listener First We believe the best way to tell any story, including a story for your brand, is to put listeners
first
Quality Storytelling We create integrated ad campaigns and story-rich
shows, with an elite creative team
ABOUT GIMLET
In-show advertising
ADVERTISING OPTIONS
1. PRE ROLL 2. MID ROLL 3. POST ROLL
Pre-roll occurs at the very beginning of an episode, and is 15-20 second in length. Often introduces an episode with “This episode of [sponsored show] is brought to you by our sponsor “
Mid-episode ads are 45-60 seconds, providing additional length to tell a more rich, textured story in the context of the advertisement.
Similar to a pre-roll, but placed toward the end of the, prior to show credits.
Hear examples at gimlet.media/GimletCreativeAds
Pre-Roll
Post-Roll Mid-Roll Editorial Programming Editorial Programming
Ads are read by Gimlet hosts to maintain the show’s genuine voice and retain
listener trust
Clear distinction between editorial and ad time to maintain editorial integrity
THE RESULT: LISTENERS LOVE GIMLET ADS
EDITORIAL AD
OUR APPROACH
Sources: Custom Gimlet survey and Edison Research’s 2016 Podcast Consumer Report
Millennial 68% 18-34
Affluent 37%
HHI $100k+
Educated 82%
4-year degree or higher
GIMLET’S AUDIENCE
64% 58% 43% 39% 32%
Podcasts Family/Friend Recommendation YouTube Online Display Advertising Television Advertising
ABOUT PODCASTS
Podcasts drive audiences to the point of purchase
43% of new customers buy something they saw in a YouTube Ad.
64% of listeners bought something from a Podcast Ad
39% of users say they have purchased a product they first learned about from an online advertisement
32% of users say they have purchased a product they learned about on TV
58% of people have purchased a product after a friend or family members recommendation
Source: http://www.midroll.com/infographic-podcast-listeners-affluent-educated-engaged/ http://www.lightspeedgmi.com/new-study-finds-fresh-insights-consumer-online-behavior/
THE MODEL IS WORKING
“Your ads were the biggest factor in my recent purchase of my new car. So thank you, and please keep making these kinds of interesting, personal advertisements.” -Tyler Anderson
+26% Lift in purchase consideration for large automaker
Branded podcasts
ABOUT GIMLET MEDIA Tinder: DTR (Define the Relationship)
6 episodes 20-30 minutes each Hosted by Jane Marie
DTR is like a great first-date conversation with sparkle, a lot of debate and the realisation that everyone wants the same thing: love..
(DTR) is a great way to get a look other people's experiences and maybe get your lingering questions answered.
15 Podcasts that will give you a break from reality
The Ask: • Tinder wanted a podcast about dating in the digital age that spoke to female
millennials. The Result: • DTR premiered at #4 on the iTunes Podcast Charts and grew its audience
each week. All with very light branding. • Critical praise: Entertainment Weekly, The Guardian, Thrillist, Bustle, Last Call
with Carson Daly, and more. • Despite it being a “branded podcast,” DTR grew into a bonafide mainstream
hit.
Key takeaways
TAKEAWAYS
KEY TAKEAWAYS 1.
2.
3.
Ads don’t have to suck- listeners actually like well-produced ads
Digital audio is the best way to humanize your brand
Podcasts are in a race to occupy the last patch of people’s day that is untouched by screens
