Media Radar

The advertising data company Media Radar has released its list of the biggest business-to-business podcast advertisers of 2019. It notes the top spenders used a wide range of formats to plug their products, from the “more formal” pre-recorded ads to the “more casual” host-read spots.

ZipRecruiter led the tally, as the job search and employee recruiting website aired ads on 66 different podcasts that Media Radar monitored last year. The podcasts that had the biggest number of ZipRecruiter ads were Pod Save America, The Daily and The Ben Shapiro Show. “ZipRecruiter almost always took a personable approach, as 79% of ads were host-read on the podcast,” says Media Radar. It pointed to an example of a host-read on Pod Save America where the hosts discussed how ZipRecruiter has helped them find work.

Indeed was the second-largest B2B podcast advertiser last year according to Media Radar, which says the job site advertised across 13 different podcasts. Half of the ad buys on podcasts were host-read, it says. Among the podcasts that Indeed used most were ESPN’s Stephen A. Smith Show, Ten Percent Happier, and This American Life.

Next up is Stamps.com, the online provider of mailing and shipping services. Media Radar says it bought ads on 21 different podcasts across a range of niche audiences. “Stamps.com took a very personal approach to podcast advertising, with 94 percent of ad buys being host-read,” it says in the report. Podcasts that Stamps.com advertised on include Stuff You Should Know, The Ben Shapiro Show, and The Joe Rogan Experience.

The payroll, HR and tax services company ADP ranked fourth, with what Media Radar says was a “high-minded” approach that targeted big companies rather than small business. As a result, it says just 2% of ADP’s ads were host-read. It also put the majority of its ads on a single show: the Wall Street Journal-produced What’s New.

Rounding out the top five was Zoom, the company that offers web conferencing solutions. It bought time on 13 different podcasts in 2019. Media Radar says Zoom advertised mostly on Economist Radio and The Intelligence, both podcasts from The Economist. And just 13% of Zoom’s podcast ad buys were host-read. 

“The thinking goes that podcast ads are particularly well suited for B2B brands,” Media Radar says in a blog post. “By advertising on a business-related podcast, brands are reaching a qualified and engaged audience. In turn, audiences are hearing ads they may be more generally receptive to — it’s the audio, low-tech equivalent of context-based advertising.”