Gusto Embedded Payroll targets SMB stakeholders with Podcast Display Ads
Listen Network Ads uses placement in web, mobile web, mobile apps, and post-video plays using detailed audience targeting and strategic contextual intent matching so the content the listener is consuming relates to the topics or intent signal of your episode.
The Brief
In addition to promoting their brand as thought leaders in the payroll and SMB banking industry, Gusto Embedded Payroll wanted to go all in and target decision makers and key stakeholders in SMBs in specific cities including New York and San Francisco while also increasing brand exposure.
The Solution
Gusto Embedded Payroll tapped into the Podcast Growth Suite and launched a podcast display ads campaign to drive podcast downloads from fintech executives, general managers and product leaders among other titles.
For this campaign, we created a brand compliant landing page with an inbuilt player that continues to play when not on the page, and simple yet highly converting ad creatives.
These ads appeared when listeners were actively browsing high performing intent websites relevant to the accounting and payroll industry.
This campaign ran in the US but in specific cities including New York, Texas and San Francisco.
Media mix
Activation Channels: Listen Network Display Ads
Target Audience: CEO, CRO, Chief Product Officer, VP of Product (Product Titles/Personas), General Manager, Fintech Executives, Engineering Leaders Titles
Geography: States in the USA
Measurement: 60-second IAB Podcast
Format: High-Intent Banners with Built-In Players
Placements: High-intent performance websites and apps with relevance
Campaign Performance
1.0M
Impressions
66%
Consumption rate
26k
Downloads
Firmographic Listener Data
Gusto Embedded Payroll attracted listeners from some of the biggest companies in the world. This offered an opportunity for sales enablement or a potential partnership.
Demographics Performance
The SMB Tech Innovators appealed to a diverse demographic but maintained its core target audience.
Performance by the hour
Gusto Embedded Payroll was able to track when their listeners were most engaged with their ads.
Audience Interests
The Listen Network Ads Suite served ads to the Gusto Embedded Payroll core target audience evidenced by the audience signals they engaged with the most.
Listen Network v Other Ads Platforms
Listen Network Ads operates on an IAB Verified Downloads structure. Here’s how we compare to other Ad Platforms;
$25
Avg CPM
LinkedIn Ads
Does not guarantee an increase in downloads.
$18
Avg CPM
Host read podcast ads
Does not guarantee an increase in downloads.
$1-5
Cost Per Download
Listen Network
Guaranteed IAB Verified Downloads*
*Cost varies based on targeting criteria
Ready to grow your podcast?
Having a B2B Podcast is more than just producing episodes. It’s a key part of your overall business strategy that can help with sales enablement, connect directly with your audience, and your ideal customer persona.
The Listen Network Ads Platform is the only ads platform helping B2B Companies hit their Podcast campaign KPIs with targeted and verified downloads.
In addition to this, it helps you make informed business decisions by providing the best in-class analytics.
Hitting your podcast KPIs is one quick email away
Contact us through the form or email us at hello@listennetwork.co