April Top 15: Wix ramps up podcast advertising
More than 4,000 brands have advertised on podcasts. Get a heads-up when new brands test podcasts as a marketing channel for the first time: learn more.
We first picked up ads for Wix in April ’18, when we were tracking the top 200 podcasts. Wix ranked in our top 15 back in each month of Q2 ’18, but this is the first time Wix has made the top 15 since we started tracking the top 2,000 podcasts in November. Last month, we picked up 13 new podcasts sponsored by Wix including Couple Of Issues, Dear Hank & John, and Glowing up.
Ads from Wix talk about how easy it is to create a website with their customizable design features. Some ads also include an endorsement. For example, in this host read mid-roll ad from Business Wars, David shares a story about his son wanting to start a nonprofit to help the homeless in their hometown. He helped his son make a website for his nonprofit using Wix. He talks about how easy it is to create a site from scratch.
What else changed?
Progressive and Wix made the top 15 in April, after not being on it in March. GSK was also on the top 15 for the first time. While those three brands were new this month, Audible, Care/of and Capital One dropped off the top 15 last month.
There’s always some movement up and down the top 15 list, but we saw bigger jumps or drops from Geico (#7 to #2), ThirdLove (#13 to #8), SimpliSafe (#8 to #12), and LinkedIn (#6 to #15).
Magellan identified 1,266 brands or products on the top 2,000 during the month, the top 15 are listed below. Click to play a sample mid-roll or pre-roll ad for each advertiser:
Every week, Magellan samples episodes from 2,000 shows that rank in the Top Podcasts view available through Apple Podcasts in the US. This sample includes up to two episodes from shows that published new episodes in April 2019.
The brands listed above were ranked by the number of individual pre- and mid-roll ads that appeared in our sample. Podcasts advertising on other podcasts, foundations, and those advertising on only one show were excluded from the sample.
Magellan AI creates tools that help marketers at brands like SimpliSafe and Grove spend intelligently on podcast advertising. Podcast publishers like WNYC and Gimlet Media use Magellan to track advertisers spending money in the podcast space. Learn More.
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