Study after study shows that podcast ads are highly effective at purchase completion rates. In effect, podcast ads translate into increased sales. Compare such effectiveness to the data analysis wasteland of TV advertising, where connecting TV ads to increased sales has a crystal ball quality to such conclusions.
Podcast ads are effective for several reasons. First, podcast audiences are often niche and restricted in scope. After all, a podcast about nutrition has a built-in audience when advertisers sell healthy food or supplements. Second, the intimacy of the medium enables a stronger bond than the "one-size-fits-all" approach to TV and radio ads. Third, podcast hosts establish a bond with listeners that translates into greater transactional connection when host-read ads are used.
So it was not a surprise when iHeartPodcasts announced that it drove a 45 percent lift in incremental sales for Mattress Firm’s Brick-And-Mortar Stores as measured by Affinity Solutions, which is a leading consumer purchase insights company.
This sales leap is connected to iHeart's Chasing Sleep podcast.
Before we investigate that advertising victory, let's provide some historical perspective.
Mattress Firm has embraced the streaming audio format to provide mattress-adjacent content, such as tips on how to get a good night’s sleep. The company first collaborated with Vox Creative, the branded content studio started by digital publisher Vox Media, to launch the Are You Sleeping? podcast in April 2022.
“The brand was looking to build a community on audio, and they really wanted to reach the rest-obsessed and sleep sufferers,” Annu Subramanian, executive producer of branded audio at Vox Media, told Marketing Dive. “They wanted to showcase unique stories to understand why sleep matters, and connect with this audience of people [who] are really starving to sleep better.”
Mattress Firm’s podcast consisted of six episodes that profile the sleep experiences of consumers and four interstitial segments featuring answers to listener questions. Comedian Kate Berlant hosted the series, which also includes commentary from experts like psychologist Shelby Harris, a specialist in behavioral sleep medicine.
In September 2022, Mattress Firm also partnered with iHeart Podcasts to develop a show called Chasing Sleep. The show's first season ran until November 2022, and the second season started this May with an episode called "Sleep And Love."
Interestingly, season one of Chasing Sleep featured Anahad O'Connor of the Washington Post. The tone of season one was reminiscent of the Vox podcast Are You Sleeping? with Kate Berlant.
Then, in season two of Chasing Sleep, two new hosts were introduced -- Katie Lowes and Adam Shapiro, who are a married couple. The tone of the podcast changed appreciably to a more lighthearted, randier vibe, with the first episode discussing post-orgasmic sleep routines and activities.
Mattress Firm’s investments in iHeartPodcasts lead to a 45 percent lift in incremental sales and achieved a 4X incremental return on ad spend (ROAS). The custom measurement study between iHeartMedia, Mattress Firm and Affinity confirmed, with a high level of confidence, the connectivity of podcast advertising to in-store sales. There is proof in the ability of podcasts to move the needle for brands, beyond online transactions.
“Over 100 million Americans listen to podcasts a month with 80 million Americans listening weekly, which is clear evidence this ‘emerging medium’ has now become a permanent, new part of all of our media consumption - giving brands access to new and engaging audiences,” said Brian Kaminsky, Chief Data Officer for iHeartMedia. “By partnering with Affinity to measure the impact of Mattress Firm’s digital audio advertising, particularly on their bottom line, we were able to demonstrate the power of the brand’s partnership with iHeart to drive sales and strong ROI. We also gained insights to optimize campaign performance that we are already applying.”
“Podcasts are the perfect medium for combining Mattress Firm’s passion for sleep with the power of storytelling,” said Sam Bennett, SVP of Marketing at Mattress Firm. “The results of this study unequivocally revealed that an investment in branded content yields strong results. As we continue to invest in content, we remain focused on harnessing the power of podcasts to empower, educate, and inspire our valued audience – while simultaneously driving business results.”
“It’s all about the power of proof. Brands like Mattress Firm partner with companies like iHeartMedia with the expectation of strong ROI,” said Damian Garbaccio, Chief Business & Marketing Officer for Affinity Solutions. “Until now, success was based on proxy metrics like reach, frequency, and foot traffic. By using purchase data like Affinity’s, we can finally go beyond proxies to provide definitive proof of “outcomes” from paid media – purchases.”
Now, if you think the Mattress Firm / iHeart experience is a "one-off" experience, let's talk about Evergreen Podcasts.
This podcast network produces shows such as Blind Rage, Crime Capsule, and The Bouquet Toss.
This week, Evergreen Podcasts announced that it has partnered with Regal Cinemas to sponsor two of its podcasts that are focused on movies. Evergreen has teamed up with the movie theater chain for an ad sponsorship deal on two podcasts -- Sleepover Cinema and Next Best Picture.
The ads will promote the Regal Unlimited subscription package on Sleepover Cinema, which is hosted by Hannah and Audrey of Too Pink Production and revisits iconic films from the '80s and '90s.
Next Best Picture is hosted by Matt Neglia, covering the latest movie news and highlighting the newest releases.
"There are so many ways that movies and podcasts can work together to ignite the passion and fandom of movie lovers across America," said Kelly Hawkins, VP of Loyalty at Regal. "Our goal is to continue to build on our community of loyal movie lovers by connecting movie memories to moments that reach beyond the big screen to enhance their experiences."
"Regal's reputation in the film industry aligns seamlessly with Evergreen Podcasts' focus on delivering high-quality, engaging entertainment," said Luke Gibbons, Business Development Manager at Evergreen Podcasts. "This partnership provides powerful synergy between our two companies, where Regal's customer-focused Unlimited program meets the boundless storytelling of Evergreen Podcasts."
This trend of companies sponsoring podcasts has been building and will continue to do so as companies witness the effectiveness of podcast sponsorship and ads on their brand image and sales.
Stay tuned.
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