June: Indeed and other top brands advertising on podcasts
More than 4,000 brands have advertised on podcasts. Get a heads-up when new brands test podcasts as a marketing channel for the first time: learn more.
Indeed (#6) joined its competitor, ZipRecruiter (#1), on the Top 15 list in June. The two brands each featured an ad on different episodes of NPR’s Embedded in June, but didn’t overlap on podcasts during the month otherwise. We found Indeed ads on 7 shows, compared to 36 for ZipRecruiter.
Both brands appeared on podcasts in the broader business category. Within that, Indeed was only in the careers and investing subcategories — ZipRecruiter also advertised on popular business shows like Business Wars and The Indicator from Planet Money. ZipRecruiter has also consistently advertised on comedy podcasts — a category we have yet to see Indeed on.
The brands feature very similar messaging, both offering to save recruiters time by sending qualified candidates their way. Similarly, both attempt to drive listeners to their sites with unique web addresses. One small difference: Indeed used a network-wide call to action on NPR (indeed.com/nprpodcast) while ZipRecruiter used show-specific CTAs (ziprecruiter.com/embedded).
Changes from May
SimpliSafe was one of our spotlights last month when it returned to the Top 15. In June, we found SimpliSafe ads on about 2.5x as many shows as May. They moved up to #2.
Four brands were new to the Top 15 last month: Indeed (#6), Comcast Business (#13), FreshBooks (#14), and Dollar Shave Club (#15).
June 2018 Rankings
Magellan identified 1,738 pre- or mid-roll ads placed on podcasts in June 2018. Out of 389 brands or products advertised during the month, the top 15 are listed below. Click to play a sample mid-roll or pre-roll ad for each advertiser:
Every week, Magellan samples episodes from 2,000 shows that rank in the Top Podcasts view available through Apple Podcasts in the US. This sample includes up to two episodes from shows that published new episodes in May 2018.
The brands listed above were ranked by the number of individual pre- and mid-roll ads that appeared in our sample. Podcasts advertising on other podcasts, foundations, and those advertising on only one show were excluded from the sample.
Get notified about next month’s top brands blog post by signing up here.
Interested in getting earlier access to this data? Magellan helps leading podcast networks like WNYC, Gimlet Media and Wondery win new business. Learn more.