Now that more than 70 million people in the US listen to podcasts, advertisers of all types are trying to get listeners' attention on the emerging channel. Home security company Simplisafe is one of those brands, and eMarketer's Andrew Lipsman spoke with Alex Shear, the company's director of acquisition, about why investing in podcast advertising was the right move and how the brand creates powerful ads that audiences actually want to hear.
What was the rationale behind Simplisafe’s decision to invest in podcast advertising?
Podcasting is a natural extension of the endorsement radio we do and have a lot of success with. We're no strangers to live-read endorsement radio. In our effort to expand our radio channel, we naturally got into podcasts, whether it's the podcast of a host we already work with, or new shows that are building up. We've been dabbling in podcasts since 2014. We tried NPR podcasts and [comedian] Adam Carolla's podcast as we started dipping our toes in the water.
Podcast advertising isn't a giant portion of our total marketing spend, but we're excited about it. It combines the elements of host affinity and endorsement, while also reaching a different audience that doesn't necessarily listen to the radio.