The podcast ad budget grew so large that the team of four young people couldn’t spend it all. According to a former Midroll employee, the company had an internal meeting because the executives were concerned that one account, Squarespace, accounted for a third of the revenue. The company was advertising on more than 400 podcasts a month. That year, FiveThirtyEight tracked the biggest podcast advertisers, and it found that Squarespace was taking out two-and-half as many ads as its nearest competitor,. “He couldn’t tell me but he said, ‘You have to do it.’ We said, ‘OK,’” Mr. Maron was interviewing that put the ad rate at $100,000. Ilyas Frenkel, Squarespace’s growth marketing manager at the time, received that call from Midroll Media, the company that sold Mr. Casalena’s commitment to podcast advertising was so singular even in 2015 that when President Barack Obama - years from being a podcaster himself - went on Marc Maron’s show, Squarespace was the only company approached about ads. “What other ad do we do that gets picked up in the media over like a hundred different sources and played for free?” It is very hard to argue with that point here. Casalena such a believer in advertising that in 2015, he decided to buy a 30-second Super Bowl ad that he figures cost him $10 million. Casalena and I spoke and, through a spokesman, he declined to comment on Mr. The controversy erupted several months after Mr. In 2020 Spotify offered him a reported $100 million for his show. Rogan, who started podcasting the same year Squarespace started advertising. Other people later discovered the same about Mr. And, according to a former Squarespace employee, when that host was Joe Rogan, the return was almost unbelievable.
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When a podcast host ad-libbed their promotional copy - and particularly if they stressed that using the Squarespace promo code supported their show - the return on the ad spending was enormous. Everyone at Squarespace started hunting for podcasts to advertise on. “So we became pioneers in trying to find every emerging show host we could before they’re super popular,” Mr. A third of the company’s new subscribers had heard of its product from the ad on This Week in Tech. To find out if that gamble on his first podcast ad on This Week in Tech worked, Squarespace built one of the earliest post-purchase surveys, the ones companies now pepper customers with.
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