The Power Of No: An Inside Look Into Every Podcast Ad Sales Partnership We Make
Why knowing who we are and sticking to our values matters for advertisers.
The decision to partner with a podcast is not taken lightly. Photo by charlesdeluvio on Unsplash
As some of you may have noticed, we’ve been busy adding new inventory to our podcast ad sales network. In the last few months alone we’ve brought on the top-ranking business podcast, Financial Feminist, and the runaway hit from Holly Madison and Bridget Marquardt, Girls Next Level, which debuted at the top of the charts. We're nowhere near done, and can't wait to share what else we’re working on over the next few months.
With all of these fresh faces and compelling stories joining our portfolio, we wanted to pull back the curtain a bit on how our company values guide the decisions we make. Behind every new podcast partnership we announce is a thorough vetting process to ensure the content and its ad inventory meets our standards for quality, brand suitability, and transparency.
So who are the podcasters we ultimately work with? What types of content make the cut? You’ve probably noticed that the podcast industry has become a land grab, but that’s not who we are. We don’t say ‘yes’ to every opportunity and even find ourselves saying ‘no’ in places one wouldn’t expect.
Weighing opportunity costs.
What are some of the sticking points that lead us to turn down a potential podcast partnership? Maybe the content doesn’t meet the standards for brand suitability that our advertisers have come to expect. Or if the level of audience engagement isn’t there, then it’s time to move on.
There’s a good reason why we’re so selective: we know where our strengths lie. Ultimately our goal is to give every podcast we work with the ad sales partner they deserve—the full support of our resources, and the white-glove service we’ve become known for. We also want our advertisers to be able to find the best content environments for their own goals.
Serious creators wanted.
Our podcasters' success is our success. That’s why we invest in creators who are committed to the medium and to keeping their audience engaged and thriving.
This is important for the advertisers too, who we know spend tremendous amounts of time vetting to find shows that deliver ROI. Vanity projects and lack of consistency in quality are not going to yield results for advertisers. Partnering with creators who are truly dedicated makes for more effective campaigns.
We have to point out the recent ‘After These Messages’ study from Sounds Profitable and Edison Research which found that the primary types of podcast ad creative—live host reads, scripted host reads, and announcer reads—can all be effective when the creators have established trust and focus on putting out the best content possible.
Content we feel good about selling.
The core company values that drive our team every day also play a role in selecting podcast ad sales partnerships: candor, vision, and impact.
Candor: Can we be transparent about this inventory—where the ads will run, how it’s sold, is it brand-safe?
Vision: What kinds of stories will keep current podcast listeners invested and entice new audiences?
Impact: Does this partnership align with our mission to lift up underrepresented voices?
Brands want ROI, but they also want to know if the content they are placing their ads in checks all the boxes for safety and suitability. And since brand suitability goes both ways, podcasters want to know that the sponsors going in their show reflect their own values. That’s why every advertiser is vetted first, to make sure the products that go into their shows are the right fit.
The podcast industry has so much room to grow if we step out of the echo chambers that currently exist. There’s more than enough room for passionate, compelling, and unique storytelling because there’s an entire segment of the population that has yet to be convinced that there’s a show out there for them at all.
The shows we’re adding to our portfolio are about more than bringing new reach to our advertisers, it’s adding the right reach that better represents today’s consumer. Supporting diverse voices attracts a more diverse, robust audience—which also invites more ad revenue to flow into the industry.