Indochino, MVMT Watches, and 66 more podcast advertisers offered huge savings for Black Friday and Cyber Monday in 2018
More than 7,000 brands have advertised on podcasts. Get a heads-up when new brands test podcasts as a marketing channel for the first time: learn more.
With the holiday season approaching, we analyzed how advertisers leveraged Black Friday and Cyber Monday to get their message across in podcast ads. In November 2018, Magellan picked up 68 advertisers running Black Friday or Cyber Monday ads on the top 2,000 podcasts.
Who advertised:
Advertisers in 33 different industries ran Black Friday or Cyber Monday campaigns. The clothing industry ran the most Black Friday and Cyber Monday ads. This industry had 11 brands including Indochino, Menlo Club, Stitch Fix, Tommy John, and Poshmark.
Top advertisers running Black Friday or Cyber Monday ads:
What did the hosts talk about in these ads?
Indochino ads were host read, offering huge deals on a custom suit for Black Friday. Ads like this one on Monday Morning talked about their tailored suits and told listeners how to order one. At the end of the ad, the host offered listeners 70% off a custom-tailored suit for Black Friday.
Blink Home Security ran a mix of host read and pre-recorded ads for Black Friday and Cyber Monday. Pre-recorded ads were similar to this one on The Jump, which mentioned deals for both Black Friday and Cyber Monday. While this host read ad on House of Kim only mentioned deals for Black Friday.
MVMT Watches promoted both Black Friday and Cyber Monday deals. Ads were host read and talked about getting the perfect holiday gift. In this host read ad on Dude Soup, they talked about MVMT’s new nude color watch collection, offering listeners 25% off their order plus free shipping.
Onnit Labs ran multiple deals for Black Friday and Cyber Monday. Deals varied based on the products you purchased, but they offered deals up to 30% off. In this host read ad on Below the Belt, the hosts talk about all the different deals going on starting Thanksgiving night.
Casper offered listeners 10% off orders for Black Friday and Cyber Monday. Ads like this one on Pod Save the People talked about their personal experience with Casper mattress. They also mention their 100-night risk-free trial.
Dell ran ads for Black Friday and Cyber Monday offering huge deals for small businesses. Ads like this one on Golic and Wingo offered 50% off computers and printers.
Where did brands advertise?
Typically we don’t see Games & Hobbies among the top Apple Podcast categories when it comes to advertising. For example, ads from Q1 ’19 were found mainly on Comedy, News & Politics, and Society & Culture podcasts. Ads for Black Friday and Cyber Monday were found in similar categories, however, Sports & Recreation represented 32.9% of the ads and Games & Hobbies represented 5.5% of the ads.
Top 5 shows and what brands advertised
- Drinkin’ Bros Podcast — Comedy — 7 ads from Black Rifle Coffee and GhostBed
- Pod Save America — News & Politics — 7 ads from Indochino, MVMT Watches, Parachute Home, Peloton, and Tommy John
- CarCast — Games & Hobbies — 5 ads from Castrol, Dodge, and Rad Power Bikes
- The Dan Le Batard Show with Stugotz — Sports & Recreation — 6 ads from Blink Home Security, Dell, and Indochino
- The Tom Woods Show — News & Politics — 5 ads from Indochino
- First Take — Sports & Recreation — 5 ads from Blink Home Security and Indochino
So who’s advertising on podcasts
While some brands only ran ads for Black Friday or Cyber Monday, some brands focused on both in their ads offering huge savings for the holiday weekend. For example, Indochino and GhostBed offered deals for Black Friday only, while Leesa Mattress and Thrive Market offered deals for Cyber Monday only. Parachute Home offered savings for both Black Friday and Cyber Monday in their ads.
Get the full list of the 68 advertisers that ran Black Friday and Cyber Monday ads in 2018 by searching “Black Friday/Cyber Monday” in Magellan or sign up for a demo.
Interested in how advertisers are talking about other major events in podcast ads throughout the year? So are we! Reach out to research@magellan.ai with ideas or questions.
Magellan AI creates tools that help marketers at brands like SimpliSafe, Wix, and ThredUP spend intelligently on podcast advertising. Podcast publishers like WNYC and Audioboom use Magellan to track advertisers spending money in the podcast space. Learn More.
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