Canada Radio Advertising

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Top Podcast Advertisers-Canada

There is little publicly available information that directly shows the top advertisers in podcasting in Canada. Based on a number of different metrics, it is reasoned Squarespace, Audible, Hello Fresh, ZipRecruiter, and Casper are five of the top companies who feature ads on podcasts in Canada.

Squarespace

Overview
  • Squarespace provides services to aid people with low technical experience to create their own website or ecommerce store. They primarily target creative people such as artists, musicians, and photographers. Users pay a subscription fee to use the service and have the option to pick from multiple plans based on their specific need.

Top Metrics
  • According to a report from Magellan in 2018, Squarespace placed #2 in the top 15 brands advertising on the top 200 podcasts featured on Apple Podcasts.
  • According to a report from Magellan in 2019, Squarespace placed #4 in the top 15 brands advertising among the 2,000 shows featured on Apple Podcasts.
  • According to the Interactive Advertising Bureau (IAB), direct-to-consumer retail brands spent approximately 22.2% of the advertising dollars in podcasting in 2018.
  • In a survey from the Canadian Podcast Listener (CPL), 12% of participants named Squarespace as an advertiser that first came to mind when thinking about the podcasts they listen to. This was the largest percentage for a brand. (Source 1)

Ranking Changes

Casper

Overview
  • Casper started as an online mattress store that delivered mattresses directly to the consumer's door and have expanded to include several household products such as lamps, bed frames, and pillows.

Top Metrics

Ranking Changes

Audible

Overview
  • Audible is a subscription service offered by Amazon for online audio books. The books feature several Amazon exclusive audio books as well as books narrated by popular stars and celebrities.

Top Metrics
  • According to the IAB, direct-to-consumer retail brands spent approximately 22.2% of the advertising dollars in podcasting in 2018.
  • Audible ranked #8 in the Magellan 2018 Top 15 Brands report.
  • 8% of monthly Canadian podcast listeners surveyed by CPL said Audible first came to their minds as a brand advertising on podcasts. This tied for the second largest percentage for a brand.

Ranking Changes
  • Arts and entertainment decreased 23.2% in advertising expenditure on podcasts from 2017 to 2018.
  • Audible did not feature in the top 15 brands advertising on podcasts in 2019.

ZipRecruiter

Overview
  • ZipRecruiter is an online job board that allows employers to list job openings through their platform. The company lists those job openings on hundreds of other online job boards and directly competes with Indeed.

Top Metrics

Ranking Changes
  • ZipRecruiter maintained its number one position in the top 15 brands advertising on podcasts featured on Apple Podcasts.

Hello Fresh

Overview
  • Hello Fresh a meal-delivery service where customers select a paid meal plan online and they receive fresh meals delivered to their door.

Top Metrics
  • Hello Fresh fits into the direct-to-consumer retail model. According to the IAB, direct-to-consumer retail brands spent approximately 22.2% of the advertising dollars in podcasting in 2018.
  • Hello Fresh also operates in food services. Roughly 48% of direct-to-consumer food service companies advertise on podcasts.
  • 5% of those surveyed by CPL said that Hello Fresh first came to mind when thinking of brands that advertise on podcasts they listen to. Hello Fresh ranked #1 as the brand that first came to mind on Canadian podcasts.


Research Strategy

There are few resources publicly available that provide advertising information for companies broken down into geographic location or advertising channel. Several companies that reportedly run ads on several podcasts are private companies and have limited financial information publicly available. The research team decided to draw a reasonable estimate to measure the top advertisers in Canadian podcasting by looking at a number of different metrics. Those metrics included the total advertising dollars spent in podcasting, the top advertisers in podcasting, and the most memorable advertisers from Canadian podcasts. Advertisers who fit in industries that lead advertising spending in podcasts, regularly lead spending in the top 2000 podcasts on the most popular podcasting platform, or are most likely to be remembered by monthly Canadian podcast listeners are reasoned to be top advertisers in Canadian podcasting.

To create a reasonable estimate for the top advertisers on Canadian podcasts, the research team look at a variety of metrics and concluded that companies that were at the top of multiple metrics could be assumed to be top advertisers. The primary metric used was the Canadian Podcast Listener summary report which included a list of brands Canadians best remember from podcasts. The research team assumed that a quality metric, being remembered, along with the correct demographic location, Canada, made this list an ideal starting point.

The team first tried to directly locate financial information on the companies most associated with podcast advertising in Canada. However, most of the companies are private entities. Research included press releases or news sources about examples of advertising expenditures from advertising companies, but did not return any reliable results. The podcasting industry is relatively new in Canada and there is little information freely available without paying for specific insights from a Canadian or Podcast advertising firm. Publicly available statistics and information related to podcasts primarily focused on the consumer and not the advertisers.

We team then looked for any official list of top brands who advertise on podcasts. Very little data was available for Canadian podcasts specifically, and there was no publicly available information on which podcasts the brands advertised on. The research team assumed that brands who frequently spent large amounts on podcast advertising would also be spending a significant amount in Canada, one of the larger podcasting markets. For ranking information, the team looked at industry advertising trends in podcasting to get a reasonable estimate for how spending was changing for the selected advertisers.


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Canadian Branded Podcasts

Several Canadian brands that appear to do podcasts well are Yahoo Canada Finance, PwC Canada, Accenture Canada and the Canadian Marketing Association.

Yahoo Canada Finance — Open Concept

PwC Canada — Shift

Accenture Canada — The AI Effect

  • Accenture Canada's branded podcast, The AI Effect, was launched to provide in-depth content related to the consulting firm's emerging practice in artificial intelligence.
  • Co-hosted by Canadian TV personality Amber Mac and Accenture’s Jodie Wallis, The AI Effect has explored the latest developments and potential consequences surrounding AI throughout its 14 episodes since February of 2018.
  • Evidence that Accenture Canada has done well with this branded podcasts includes the fact that The AI Effect has a near-perfect 4.8 out of five star rating on Apple Podcasts, the podcast was highlighted as an example for best practices and recent trends in Canadian branded podcasts, as well as the fact that Canadian Prime Minister Justin Trudeau recently appeared as a guest in the second season of the podcast.

Canadian Marketing Association — Canadian Marketing Association Podcast

  • The Canadian Marketing Association (CMA) hosts regular podcasts on its website focused specifically on the subject of digital marketing.
  • In particular, the CMA has released 25 podcasts, not including accompanying video episodes, by using different members of its Digital Marketing Council to host discussions, which range from B2B sales in the digital world to the future of digital marketing.
  • Notably, the CMA's podcast was highlighted by Canadian marketing and PR agency, Jelly, as the third best marketing podcast in Canada in 2019.
Sources
Sources