While Alice Cooper may have just declared (again) that school’s out for summer, a new report from Magellan AI explores how advertisers leverage back to school to get their message across in podcast marketing. In 2018, the podcast advertising software assistant analyzed ads from 30 advertisers running back to school ads on the top 400 podcasts, along with the top industries and their campaigns.
The firm found that 20 different industries ran campaigns, dominated by the business services & software (20.1%), retail (20.1%) and food industries (17.5%). These three categories comprise a robust 57.7% of all podcast ads. Next in line were clothing, subscription box, nutritional and education.
Meanwhile, the top 5 advertisers running back to school ads: Staples, Amazon.com,
Care/of, Lands’ End, Blue Apron and Target. Magellan explored what podcast hosts talked about in each of these ads. First, Staples ran radio-style ads on podcasts promoting products for back to school. Ads were similar on “The Chad Prather Show,” where Staples compares school with business. In that advertisement, Staples encourages small businesses to take advantage of back to school deals.
Next, Amazon.com ran radio-style ads on podcasts promoting back to school items that can be purchased on the site. In one ad from the “Adam Carolla Show,” the online behemoth mentions items likely to excite kids, like zebra lunchboxes, as well as getting back to school items without the hassle of stores. Care/of ran ads that address always being on the go and not having enough time to devote to one’s health with the start of school. In a host-read ad from podcast “The Read,” there was talk about how Care/of can make taking care of oneself easy with their vitamins.
Lands’ End ran ads promoting back to school for kids, specifically backpacks and clothing. In a host-read ad from “The Longest Shortest Time,” she discusses how her kids’ backpacks from the company match their personalities. And Blue Apron’s ads are about making back to school easier with its 20-minute meals. In an ad from “Serial Killers,” the host talks about being busy driving her kids to school. Blue Apron saves her time with its easy 20-minute meals. Both hosts mention their favorite meals from the box. Finally, Target’s ads are focused on getting everything kids need for their first day of school, from school supplies to clothing. In an ad from the show “The Book,” the host talks about getting everything on your kid’s list for their first day of school and every day following.
Looking at top 5 podcast shows and what brands advertised on them: “Big Brother Canada 7” & “Big Brother 21 Recaps” & “Live Feed Updates from Rob Has a Podcast ,” 14 ads from Amazon.com and Staples; “The Christopher Scott Show Talk Radio,” 14 ads from Amazon.com and Staples; “Modern Love,” eight ads from Lands’ End; “Couple Therapy,” seven ads from Care/of; “The Longest Shortest Time,” seven ads from Care.com, Lands’ End and Sun Basket.