Enhancing Your Podcast Advertising Campaign with Ad Tech

 

At TWiT, our audience is affluent, sophisticated, privacy-focused, and tech-savvy. They typically don't visit landing pages - they google our partner names, and only those special few will remember to go to our custom landing page if they make a purchase. We know this because we annually survey our audience, receiving over 10,000 responses, and the truth is most do not bother with landing pages or offer codes. Since brands want to gauge traction from podcast campaigns, advertising technology gives them further insight into how many fans we send to their website.

 

We always vet our sponsors thoroughly to ensure they align with our values. Brands must also have products/services that will benefit our audience. We also do the same thing with our business partners. Currently, for TWiT’s ad tech, we are using Podsights.  Podsights' approach of combining downloads, site traffic, and cross-device data gives us an encompassing view of how our advertising campaigns perform. Since privacy is of the utmost importance to us and our audience, the only thing our partner sees is the traction to their website - meaning nothing about the IP address is being shared, only when someone downloaded an episode with their ad in it and went to their website.

 

We use this ad tech because we know that we send 3 times more traffic to partners' websites than landing page visits on direct response campaigns, and it's 6-7x greater on branding campaigns. Podsights works by tracking the IP address when an episode is downloaded with a partner's ad read in it. They then follow that IP address for 60 days to see if it visits our partner's website. We require our partners to place the pixel run-of-website to capture all traffic we send to it. This way, when our fans google our partner's name, they can see the traffic we send to their website.

 

One thing to remember is that Podsights can only track our audio feeds, and they must reject downloads outside of the US from cell towers and business IPs. They only track US household IP addresses. They then show a gross-up if they could count everything they ingested. They cannot count YouTube, Spotify, or any podcatcher without an API, and they do not ingest our video feeds. Therefore, we provide an additional gross-up to count ALL downloads we report to our partners.

 

Interested in partnering with us? Email us today at advertise@twit.tv

Are We in a Recession or Not? Brands Must Continue to Advertise

 

There's a saying in sales, "In times of prosperity, you should advertise. In times of hardship, you must advertise." 

During these times of uncertainty, it makes sense to want to save as much money as possible. Businesses often downsize during times of recession to accommodate for losses. One forefront of thought is reducing advertising and marketing expenses - this is a classic pitfall that usually ends with businesses having to shut down. For the sake of your business's longevity, you must continue to move forward, as consumers have higher expectations from brands in times of crisis. It is proven that brands that continue to advertise in a recession fair the best. 

Keeping up with advertising and marketing during a recession is one of the most powerful investments you can make for your business. Stability and consistency displayed to your targeted audience go a long way. Think about it - if your competitors start slowing down and cutting back on marketing dollars, that leaves all the open-air space for your business. Don't let that opportunity go to waste! Keep your business at the forefront of people's minds and stay in front of your target audience. 

And let's not forget about gestures - recession discounts go much further to show consumers you care and that your brand can be relied on. Here at TWiT, we immediately reached out to our partners at the beginning of the 2020 pandemic and offered free added value to showcase our appreciation and gratitude during that unprecedented time. We're doing it again now because we all know this is another unusual situation, and we are encouraging our partners to pay it forward to their customers. 

It's as simple as this. If you have the money to spend on advertising, you should spend it on advertising!  

Are you ready for smart growth and to elevate your business? Want to work with the best tech podcast network with a highly qualified audience? Reach out to us at advertise@twit.tv today.

Leo Laporte & Why TWiT Works

Sponsoring TWiT's innovative podcasts automatically puts your business in front of an affluent, highly-engaged, tech-savvy audience with one-click purchasing power. TWiT only partners with sponsors who have products/services that will benefit their audience. 

Our top-ranked flagship podcast, and network's namesake, This Week in Tech, hosted by Leo Laporte, is the crown jewel of our ad reads. Leo and his ever-changing panel of experts discuss the who, what, and why of tech news. This Week in Tech spotlights Leo's 40+ years of broadcasting experience and passion for tech. 

This Week in Tech is also one of the longest-running podcasts. It all started in 2005 when Leo and several former TechTV colleagues gathered for a reunion at the Macworld Expo in San Francisco and recorded their conversation. Leo posted the recording on his website, which led to overwhelming fan requests for more. Three months later, in April 2005, Leo and the crew launched the show as a weekly podcast - the rest is history!

Today, This Week in Tech has audience statistics sure to make any executive swoon. With an average impression rate of 260,000 per episode, 67% of listeners earn over $100,000 yearly, 50% are in management positions, and 87% are Tech/IT decision-makers. This Week in Tech's audience also ranges from companies of all sizes; Whether it's for companies with less than 100 employees (36% of listeners), or 1000+ employees (43% of listeners), This Week in Tech has valuable information for all of our tech-minded listeners. These are powerful percentages and what makes our qualified audience stand out. 

Interested in having Leo Laporte help elevate your business? Reach out today to advertise@twit.tv.

Trust Doesn't Come Easily: Why Host Read Ads Work

 

Why do Host Read ads work? It all boils down to trust. Podcast audiences trust the hosts they listen to more than they would a pre-recorded or producer-read ad. Here at TWiT, our hosts are experienced, knowledgeable professionals with decades of experience; we don't take giving out tech advice lightly. Our hosts support our listeners by providing accurate, beneficial tech guidance, and we only partner with sponsors who align with our values. Our listeners know they can trust that whatever they hear on TWiT will bear their best interest in mind. 

Now, it takes a lot of work to ensure we partner with high-integrity sponsors - here at TWiT, we have a rigorous vetting process for all potential partners. We discuss their goals with our editorial team, as well as the entire overview of a campaign. Part of what sets us at the gold standard here at TWiT is providing white glove service and only signing those with products or services that benefit our audience.

Our listeners often become our partners. Founder of Thinkst Canary, Haroon Meer, says, “We expected TWiT to work well for us because we were long-time listeners who, over the years, bought many of the products and services we learned about on various shows. We were not disappointed. The combination of the very personal ad-reads, and the careful selection of products that TWiT largely believes in, gives the ads an authentic, trusted voice that works really well for products like ours. 10/10 - Will use again." 

Are you ready to discuss your campaign? Reach out to advertise@twit.tv today.