Watch the full session on SMW Insider: https://socialmediaweek.org/insider/sessions/podcasts-brands-match-made-brand-marketing-heaven/

1. Social Media Week 2017
How to Humanize Your Brand with Podcasts

2. TABLE OF CONTENTS
1. About me
2. About podcasts
3. About Gimlet
4. Gimlet Creative
5. In-show ads
6. Branded podcasts
7. Takeaways/Q+A

3. About me

4. RADIO OBSESSIVE
FORMER NATIONAL PUBLIC RADIO
MBA, FMR MANAGEMENT CONSULTANT
COFOUNDER, GIMLET MEDIA
Who am I?

5. About Gimlet

6. NEXT STEPS
We are in a race to occupy the last part of
people’s day that’s untouched by screens:
Commuting, cooking, working out
2.5SOURCE: BLS
hours untouched by screens

7. ABOUT GIMLET
Gimlet is the award-winning media
company focused on high-quality
podcasts.
We exist to help people better
understand the world and each other.

8. OUR SHOWS
12 Million downloads/mo
250% growth YOY

11. Successful podcasts do 3
things for listeners
1. Tell a story
2. Teach them something
3. Be their companion
GROWTH

12. Two TV projects & one theatrical film in development
imagechange!
Podcasts are the new
comic books
• StartUp @ ABC Television
• Homecoming @ NBC / Anonymous Content
• Reply All episode “Man of the People” w/ Annapurna Pictures

13. About Gimlet Creative

14. OUR PARTNERS

15. ABOUT GIMLET
Gimlet’s model is working…
Advertisers might want to listen up: A new report says that
if people have to receive ads, they’d rather hear them in
podcasts.
Top 10 Most Innovative Companies of 2015
Advertisers clamor for more inventory in growing
medium
Rising Podcast Star Gets Hollywood Cast, Apple Embrace

16. WHAT IS GIMLET CREATIVE?
Brand Partnerships
At Gimlet Creative, we partner
with brands to craft ad
campaigns and shows that
resonate with listeners
Listener First
We believe the best way to tell
any story, including a story for
your brand, is to put listeners
first
Quality Storytelling
We create integrated ad
campaigns and story-rich
shows, with an elite creative
team
ABOUT GIMLET

17. In-show advertising

18. ADVERTISING OPTIONS
1. PRE ROLL 2. MID ROLL 3. POST ROLL
Pre-roll occurs at the
very beginning of an
episode, and is 15-20
second in length. Often
introduces an episode
with “This episode of
[sponsored show] is
brought to you by our
sponsor “
Mid-episode ads are
45-60 seconds,
providing additional
length to tell a more
rich, textured story in
the context of the
advertisement.
Similar to a pre-roll, but
placed toward the end
of the, prior to show
credits.
Hear examples at gimlet.media/GimletCreativeAds
Pre-
Roll
Post-
Roll
Mid-RollEditorial Programming Editorial Programming

19. Ads are read by Gimlet hosts to maintain
the show’s genuine voice and retain
listener trust
Clear distinction between editorial and ad
time to maintain editorial integrity
THE RESULT: LISTENERS LOVE GIMLET ADS
EDITORIAL AD
OUR APPROACH

20. Sources: Custom Gimlet survey and Edison Research’s 2016 Podcast Consumer Report
Millennial
68%
18-34
Affluent
37%
HHI $100k+
Educated
82%
4-year degree or higher
GIMLET’S AUDIENCE

21. 64%
58%
43% 39%
32%
Podcasts Family/Friend Recommendation YouTube Online Display Advertising Television Advertising
ABOUT PODCASTS
Podcasts drive audiences to the point of purchase
43% of new
customers buy
something they
saw in a YouTube
Ad.
64% of listeners
bought something
from a Podcast Ad
39% of users say they
have purchased a
product they first
learned about from an
online advertisement
32% of users say they
have purchased a
product they learned
about on TV
58% of people have
purchased a product
after a friend or family
members
recommendation
Source: http://www.midroll.com/infographic-podcast-listeners-affluent-educated-engaged/
http://www.lightspeedgmi.com/new-study-finds-fresh-insights-consumer-online-behavior/

22. THE MODEL IS WORKING
“Your ads were the biggest factor in
my recent purchase of my new car.
So thank you, and please keep making
these kinds of interesting, personal
advertisements.”
-Tyler Anderson
+26%Lift in purchase consideration for large automaker

23. Branded podcasts

24. ABOUT GIMLET MEDIA
Tinder: DTR (Define the Relationship)
6 episodes
20-30 minutes each
Hosted by Jane Marie
DTR is like a great first-date conversation
with sparkle, a lot of debate and the
realisation that everyone wants the same
thing: love..
(DTR) is a great way to get a look
other people's experiences and
maybe get your lingering questions
answered.
15 Podcasts that will give you a
break from reality
The Ask:
• Tinder wanted a podcast about dating in the digital age that spoke to female
millennials.
The Result:
• DTR premiered at #4 on the iTunes Podcast Charts and grew its audience
each week. All with very light branding.
• Critical praise: Entertainment Weekly, The Guardian, Thrillist, Bustle, Last Call
with Carson Daly, and more.
• Despite it being a “branded podcast,” DTR grew into a bonafide mainstream
hit.

25. Key takeaways

26. TAKEAWAYS
KEY TAKEAWAYS
1.
2.
3.
Ads don’t have to suck- listeners actually like well-
produced ads
Digital audio is the best way to humanize your brand
Podcasts are in a race to occupy the last patch of
people’s day that is untouched by screens

27. questions?
matt@gimletmedia.com