The AdLarge Algorithm
How we’re curating a podcast network with intention, and what it means for brands.
Photo by Yuri Bodrikhin on Unsplash
If you’re a podcast advertiser, then you know there’s no shortage of content to choose from these days. While finding podcasts is easy, finding the right podcasts remains a challenge for many ad buyers.
From brand safety concerns to identifying compatible personalities for host-read endorsements, and uncovering uncluttered environments, simply scanning the top podcast charts is not enough to guarantee a successful podcast advertising campaign.
Imagine if some of that heavy lifting was done for you? Well, we want to let you in on a little secret…
It’s time to spill the tea on what brands should be looking for in the podcasts they buy to get the most out of their investment (which will hopefully lead to long-term partnerships!). Hint: these qualities are exactly what we look for when curating the inventory we sell.
The AdLarge Algorithm.
An algorithm is a process or set of rules to be followed in problem-solving operations. Here, it’s the tenets we’ve adopted to help advertisers not only find the best podcasts for their campaigns but feel confident about their investment.
The ‘AdLarge Algorithm’ is our (actually, very human) process for evaluating our content partnerships. We listen to what our ad buyers want: focusing on content that delivers desirable audiences while also addressing brand suitability and transparency in buying.
The stamp of approval.
The podcasts AdLarge works with were chosen with today’s advertisers in mind. True crime is still a wildly popular genre for Millennial moms and trendsetting Gen Zers are becoming increasingly hard to impress via other marketing channels. We keep a pulse on the trending podcast genres and content verticals that deliver these key demographics and more.
But no matter where audience trends lead, picking quality podcasts comes down to all-important engagement. Is their storytelling compelling? Do their listeners consistently interact with the content? Does this creator have a robust platform or social presence? An invested audience leads to better campaign ROI.
Our team carefully vets every show because hand-picking quality content is great for advertisers and agencies looking for premium environments to place their brand message. Being selective means being willing to pass on some prospects, so we can continue to bring the highest-caliber content to the advertiser marketplace.
This content suits you.
Aligning with appropriate and contextually relevant content has a significant impact on campaign effectiveness. In fact, a study conducted by the University of Southern California found a 93% increase in brand awareness for contextually aligned versus not contextually aligned ads.
Your message is in safe hands with personalities who not only understand who their listeners are but have also earned their trust. Square pegs don’t fit into round holes. We are only going to select shows and audiences that make sense for your brand and the brand suitability standards you’ve adopted. Our hosts get a say in who they endorse too, so we can match brands with voices who can authentically speak to the product and its attributes.
The intimate, opt-in nature of podcasting makes this audience well-equipped to handle salty content or sensitive topics, but we put extra measures in place for quality control. Every recorded host read gets the scrutiny of our ad ops team before reaching the listener’s ears.
Know what you’re buying.
Ad breaks featuring consecutive spots from the same brand (or even worse their competition). Programmatic-style or repurposed radio ads that sound out of place. Unfortunately, this is what’s being heard more and more across the podcast landscape. As podcast fans too, we remain committed to preserving the listener experience and honoring the creator’s content.
The first piece of fulfilling that mission? Putting a priority on host-read ad units. Ensuring that inventory you’re paying a premium for will stay premium means adhering to best practices such as frequency capping, and offering category exclusivity when available. We’re bringing inventory to the marketplace that buyers can’t get anywhere else, which gives us greater control over the ads that go in and where they run.