Sponsored Segments on Hidden Brain Deliver Uplifting Results

The Challenge

A financial services company was already leveraging podcast host-read ads on the Hidden Brain podcast with great success. That’s not surprising when you consider that 75% of podcast listeners are open to hearing host-read ads, and one in three of them say they feel more trust toward brands who sponsor their favorite podcasts repeatedly.  

Additionally, the company was looking for a way to further align their podcast advertising strategy with one of its target audience segments. Specifically, the brand wanted to appeal to everyday consumers who believe both hard work and kindness make an impact, are passionate and diverse in their interests, and are striving to lead full, joyous lives.

The goals for launching a new campaign with additional podcast advertising formats included:

• Drive lifts in awareness, favorability, and consideration

• Increase positive perception and sentiment through compelling brand messaging

• Generate intent and influence action among new consumers

The Solution

We recommended that the brand expand their successful collaboration with the show’s host, Shankar Vendantam, to capture the attention of new consumers and increase affinity with current customers. We pitched adding sponsored segments to the client’s campaigns to build on the established association between the brand and the podcast while generating more attention amongst future customers, especially within its target consumer segment.

The Show and Segment

Hidden Brain and its “My Unsung Hero" segment were a perfect fit, especially for reaching and influencing the brand’s target audiences of hardworking consumers. 

The show delivers millions of downloads each month, boasting an established audience of educated, established professionals. Additionally, the show’s fascinating stories and the inspiring nature of the “My Unsung Hero" segment aligned well with the advertiser’s goal of increasing positive perceptions amongst current and future customers.

The Strategy

The program for the financial services brand included: 

• Show sponsorship: Sponsor the “My Unsung Hero” series on the Hidden Brain podcast, including baked-in segment intros and outros.

• Host-read ads: Leverage authentic host-read ads to connect with listeners in a genuine, memorable way, to build brand awareness and drive conversions, including DAI mid- and post-roll ads

• Rotational content: Biweekly segment featuring stories about people whose kindness left a lasting impression on someone else, while reinforcing the brand’s consistent message and tagline

The Results

The campaign was a success, driving lifts in key metrics tied to the brand’s objectives. Notably, the campaign delivered 52% unaided recall for this financial services advertiser, exceeding Signal Hill benchmarks for sponsored content by +6pts.

Hidden Brain listeners felt the campaign aligned well with the show and sponsored segment, playing particularly well with future customers:

• 66% of listeners agreed that the advertiser was a somewhat or very good fit as a sponsor for the “My Unsung Hero" segment

• 66% said that the sponsorship of the segment makes them feel somewhat more or much more favorable towards financial services brands

Overall Brand Metrics

• +20 pt lift in unaided awareness 

• +7 pt lift in favorability 

• +11 pt lift in consideration 

• +13 pt lift in purchase intent

• +12 pt lift in being proud to use the advertiser’s product

• +8 pt lift in credit card rewards

• +45 pt lift in message association

Brand/Content Metrics with Prospective Customers

• +22 pt lift in unaided awareness

• +8 pt lift in favorability (lift is directional)

• +12 pt lift in consideration 

• +14 pt lift in purchase intent

With results like these the financial services brand was the hero of this podcast campaign—with a little help from Hidden Brain, “My Unsung Hero,” and SiriusXM Media.

We did it for them; we can do it for you. Explore our custom podcast advertising solutions. And when you’re ready, let’s talk.