The following piece is a guest post by Thomas Mancusi, the VP for sales and development for AudioBoom, and does not necessarily reflect the opinions of this publication.
Behind the podcast boom in publishing is a remarkably successful revenue model. In fact, we see many brands redistributing their ad-spend to ensure that podcasts are allocated a significant piece of the pie. Ad performance is a key reason for that.
Consumers in fact prefer ads in podcasts over other channels. AdWeek recently reported that people prefer ads in podcasts over ads on any other digital medium, referencing that podcast ads are found to be the least intrusive.
Podcast ads also encourage consumers to take measurable action. Importantly, listeners seem to be moving through the purchase funnel after hearing an ad. According to ComScore — a U.S. study of 2,000 respondents aged 18-49 — two-thirds of podcast listeners reported responding to podcast ads
Burger King’s newest ad is only 15 seconds, which is not a long time. So, they’ve decided to have your Google Home, or other Google device do most of the work and advertise for them. The ad features a guy in a Burger King uniform who explains, “You’re watching a 15-second Burger King ad, which is unfortunately not enough time to explain all the fresh ingredients in the Whopper sandwich. But I got an idea. Ok, Google: What is the Whopper burger?”
If it works, your Google device should be triggered and begin to read the Whopper’s Wikipedia page. It’s a cool and funny idea, but it absolutely presents a few problems. First, this can be extremely irritating if you watch a lot of TV and your Google Home is constantly telling you what a Whopper is.
Second, as The Verge points out, anyone can edit Wikipedia. So, they conducted Continue reading "‘OK, Google’: Burger King’s New Ad Will Trigger Your Google Devices"
Chipotle has been having a rough go of it, to say the least. Following E. Coli and Norovirus outbreaks in 2015 (that eventually even the Feds investigated), they’ve had a lot of trouble bouncing back.
It’s not for lack of trying, though. They’ve given away a ton of free food and started a rewards program, but so far, they haven’t been able to get back to where they were. Now, they’ve launched an ad campaign starring comedians John Mulaney, Jillian Bell, and Sam Richardson to remind you that all of their ingredients are real, which hopefully will remind people that better ingredients are what drove them there in the first place.
AdWeek points out that the commercials don’t make specific mention of the ingredients themselves, but they do remind you that everything in the burrito has to be “real.” The ads are pretty funny, though.
Continue reading "Chipotle Aims to Make a Comeback by Putting Comedians Inside Burritos"
A spokesperson for Mercedes-Benz has said in a statement today that it has pulled its ads from The O’Reilly Factor in light of the controversy this past weekend about sexual harassment settlements.
The settlements to five women who accused O’Reilly of sexual harassment were reported in the New York Times this past weekend. 21st Century Fox stood by O’Reilly in a statement and said, “Notwithstanding the fact that no current or former Fox News employee ever took advantage of the 21st Century Fox hotline to raise a concern about Bill O’Reilly, even anonymously, we have looked into these matters over the last few months and discussed them with Mr. O’Reilly. While he denies the merits of these claims, Mr. O’Reilly has resolved those he regarded as his personal responsibility.”
O’Reilly said in a personal statement that he is “vulnerable to lawsuits” and also stated that “no one has ever Continue reading "Mercedes-Benz Says Ads During O’Reilly’s Show Have Been ‘Reassigned in the Midst of This Controversy’"
At the kind of journalism conferences that I attend, Aron Pilhofer, who had key roles in the digital operations of The New York Times and The Guardian in recent years, has been asking a very good question: What if news organizations optimized every part of the operation for trust? Not for speed, traffic, profits, headlines or prizes… but for trust. What would that even look like?
My answer: It would look a lot like De Correspondent.
Launched in 2013 in The Netherlands, De Correspondent is funded solely by its members: 56,000 of them, who pay about $63 a year because they believe in the kind of journalism that is done by its 21 full-time correspondents and 75 freelancers. The leaders of the site announced today that they will soon expand to the U.S. and set up shop in New York. (See Ken Doctor’s post on Nieman Lab for