Every podcast fanatic’s favorite host probably reads an ad for Sleep Number, MVMT Watches or Harry’s at least once per episode—and that’s because of Ad Results Media, which claims to be the world’s largest podcast advertising agency based on IAB industry revenue estimates.
Born out of a merger between Ad Results Advertising and Brown Bear Digital in September 2016, Ad Results Media has nearly 100 staffers. Podcasts represent the fastest-growing segment of the agency’s business—which also includes radio, streaming audio, and YouTube Endorsement advertising—and it claims to have amassed 35 percent of the medium’s advertising market share, buying on popular podcasts including Anna Faris Is Unqualified, Pardon My Take and Pod Save America.
Ad Results Media’s clients are mostly startups with high-growth potential looking to scale customer acquisition quickly, but the company is seeing larger brands like Starbucks, Budweiser and Netflix increasing their ad spend on the medium, as listenership continues to increase 10-20 percent each year.
“Podcasting allows larger brands to reach into an incredibly desirable audience that has been, and continues to be, difficult to capture through other channels,” said Ad Results Media partner and CEO Marshall Williams.
That audience, according to Williams, tends to have greater buying power, is highly educated, more engaged, younger and consumes more content, as measured in time spent listening, than other media.