Lookin’ good: how Apparel/Fashion brands reach customers through podcast advertising
We compared advertisers in the Apparel/Fashion category on the IAB’s Direct Brands To Watch list against Magellan’s database of more than 4,000 brands that have advertised on podcasts. Get the free report on the 36 brands running podcast ads.
The IAB recently released their annual list of the 250 Direct Brands To Watch. In this post, we analyze how the brands in the Apparel/Fashion industry on the list are using podcasts to reach customers.
This is part of our Industry Report Series covering each category on the IAB’s 250 Direct Brands to Watch. Read the first report in the series — containing an overview of podcast advertising activity by DTC brands — here. Over the next few weeks, we’re going to continue publishing deep-dives on each category of brands from the IAB’s list.
60% of the direct-to-consumer Apparel/Fashion brands featured on the IAB list have not tried podcast advertising as part of their marketing strategy.
How many Apparel/Fashion brands have tested podcast advertising?
Just over a third (36 out of 91) of the Apparel/Fashion brands on the IAB’s list have advertised on podcasts.
Seven out of ten underwear brands have advertised on podcasts. Underwear brands range from female lingerie (ThirdLove) to mens underwear (Mack Weldon) to male and female underwear (MeUndies).
The four brands selling male & female underwear (MeUndies, Stance, TomboyX, and Tommy John) were all active on podcasts. MeUndies and Tommy John were active on podcasts in 2017, while Stance and TomboyX started advertising on podcasts in 2018. We haven’t picked up Stance and TomboyX on the top 2,000 podcasts in 2019, while MeUndies and Tommy John have been active.
Click here to get the full report on these 36 brands for free.
Our analysis answers questions like:
- What kinds of podcasts are Apparel/Fashion brands advertising on?
- How many Apparel/Fashion brands have been active on podcasts in 2019?
- What kinds of spots are Apparel/Fashion brands buying?
- How many of these brands are buying two spots on the same episode?
- What types of call-to-action (CTA) are these brands using?
- Case Study: MeUndies vs Mack Weldon
Magellan AI creates tools that help marketers at brands like SimpliSafe, Wix, and ThredUP spend intelligently on podcast advertising. Podcast publishers like WNYC and Gimlet Media use Magellan to track advertisers spending money in the podcast space.
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