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What marketing agencies manage podcast advertising for the following companies, and who is the media buyer (full name) for each of them: Discover, Whole Foods, Subaru, AT&T, American Express, Delta, State Farm, ExxonMobil, Dunkin Donuts, and Toyota?
Hello, and thanks for your question asking about podcast managing marketing agencies and media buyers for Discover, Whole Foods, Subaru, AT&T, American Express, Delta, State Farm, ExxonMobil, Dunkin Donuts, and Toyota. The short version is that after searching extensively, I’ve determined that the information you requested is not publicly available because it is industry information, and because the industry is fairly new. However, I was able to learn that the Midroll agency is working with American Express, Dunkin' Donuts and Toyota to manage their podcast advertising. Below you will find a deep dive into my research, along with all the details as to how I came to this conclusion.
OVERVIEW
After searching exhaustively, I have not been able to find details for each company's marketing agencies that manage their podcast advertising, and their media buyers. First I conducted an advanced search engine search for each company and their podcast advertising agency. This yielded 3 results that I have included within this spreadsheet. However, after a long and thorough search using this method I found no more. I then searched the client lists of large companies who manage podcast advertising, however none of the companies on your list showed up.
Of the agency that I did find working with some of these companies, Midroll, I was not able to locate their media buyer. Again, I followed a number of lines of enquiry to find the person. First I check Midroll's website to see if they listed their employees, which they don't, next I searched for all their employees on LinkedIn, but this came up with nothing. Lastly I tried an advanced search engine search, but was not able to identify this person.
I believe the reason that this information is difficult to come by is that it is industry knowledge that is not published. Also, podcast advertising is a relatively new field, and perhaps as it becomes more established we will see this information becoming more available.
USEFUL INFORMATION
While I could not find a direct answer to your question, I was able to gather some information about this topic, which I think will be helpful for your project. As I mentioned above, I was able to find sources that tell us that Midroll works with American Express, Dunkin' Donuts and Toyota.
In addition to this I found that the rest of the companies on your list have been identified as working with NPM (National Public Media) in order to establish sponsorships of podcast shows published on the NPR platform. However NPM is not an agency, it is not clear whether these interactions are mediated through a third party or whether the companies are arranging their sponsorships directly with NPM.
POSSIBLE CONTINUED RESEARCH
In understanding what types of information are and are not publicly available on this topic, I’ve suggested a few other routes you may be interested in researching. For example, it may be of interest to you to investigate examples of advertising/sponsorship partnerships that have been made between this list of 10 companies and podcasts (who are they working with). It may also be of interest to you to look into the size of the podcast marketing industry, and how it is expected to develop.
CONCLUSION
Overall, I was not able to find the exact information that you were looking for, I believe that this is because the information is not published for the public. I did find that the Midroll agency is working with American Express, Dunkin' Donuts and Toyota to manage their podcast advertising.
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