Magellan has started to produce some interesting stats on brands that are using or testing out the podcasting space. The studies are based on direct-to-consumer brands from a recently released list of 250 brands from the IAB.
Magellan compared the IAB list to its database of over 4,000 advertisers and picked up 109 of these brands on podcasts dating back to 2017. 56% of these brands on the IAB list have not tried podcast advertising as part of their marketing strategy.
Magellan then took a deeper look at the Personal Care and Home & Appliance categories.
15 out of 18 brands in the Personal Care category have advertised on podcasts. Personal Care brands sell a diverse set of products — ranging from Quip (toothbrushes) to Thinx (underwear) to Hims (hair loss/sexual wellness). Three brands selling razors made the list: Dollar Shave Club, Harry’s Razors and Billie. Both Dollar Shave Club and Harry’s Razors were first picked up in August of 2017, but no ads have been picked up for Billie.
13 out of 18 brands in Home & Appliance category have advertised on podcasts. This category includes a variety of products, ranging from Casper (mattresses) to Brooklinen (bedding) to Domify (college furniture) to Brandless (homegoods).
Brands who did not advertise on podcasts included Airlifting, Dormify, Snowe, Touch of Modern and Ugallery are all home decor brands, while those brands in the bedding and home-goods category all incorporated podcasts into their marketing strategy.
Over the next few weeks Magellan will be releasing more data on 10 different industries covered on the IAB’s list of direct-to-consumer brands.