Three advertisers made up 3/4 of the ads from the IAB’s Personal Care industry

We compared advertisers in the Personal Care 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 14 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 Personal Care 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.

78% of the direct-to-consumer Personal Care brands featured on the IAB list have tried podcast advertising as part of their marketing strategy.

Which Personal Care brands ran the most ads?

There are three brands in the Personal Care vertical that accounted for 77% of the overall ads. They were Quip (48%), hims (15%), and Dollar Shave Club (14%). Quip consistently advertised throughout the year, while we saw a slight decrease in ads from both Dollar Shave Club and hims. The next biggest advertisers were Harry’s Razors, Lola, Simple Contacts and Warby Parker who each ran 3%-5% of the ads in this vertical.

Click here to get the full report on these 14 brands for free.

Our analysis answers questions like:

• What types of brands make up the Personal Care vertical?
• Which brands stopped advertising on podcasts in 2019?
• What kinds of podcasts are Personal Care brands advertising on?
• How many Personal Care brands are buying two spots on the same episode?
• Case Study: Dollar Shave Club vs Harry’s Razors

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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