I listen to a daily Podcast and the ONLY advertiser in Grainger. And its the same ad over and over and over. “If youre a procurement manager at an industrial facility, Grainger knows…blah blah blah”
I don’t get who its directed at and why they think it’s a good use of their advertising budget. Are there that many “Industrial Procurement Managers” listening to a european political podcast? WTH?
If I were listening to say a sports show, it would be understandable to get lots of commercials for sports betting sites, but this one makes no sense. What am I missing?
How are you listening to your podcast? Is it a downloaded file or through a streaming service like Spotify? Lots of podcasts now have dynamic ads, meaning the ads are tailored to you, not the podcast. Basically, the algorithm has decided that you should get Grainger ads. Now, that might not be correct (one podcast gave me a bunch of Spanish language ads despite me not speaking Spanish), but it would explain why.
Grainger might simply be looking to increase brand-awareness in your location. So the dynamic ad insertion server saw your IP, matched it with the location Grainger wanted to reach, and now you know that Grainger is for the ones who get it done.
Assuming that Grainger isn’t working with complete fools in media buying, I’d lean towards the explanation being some manner of dynamic ad insertion. Maybe your location (as per your IP address) matches up with where they want to advertise, maybe there are some aspects of what Google, Meta, Amazon, etc. know about you that match up with demographics/psychographics/behaviors that Grainger has found describe their target customers.
It’s unlikely that Grainger has actively chosen to completely buy out the ad space on the European political podcast which @Quimby listens to, and it’s unlikely that Grainger is even aware that their ad ran in every ad break when Quimby listened to that podcast. What is more likely is that Grainger’s media agency said something like, “we want X runs of this ad each day on podcasts, based on these target descriptors,” and Quimby just happened to be lucky in matching that.
For a period of a week or two, almost every ad I would see on Netflix was the same ad for an athletic wear company featuring Bella Hadid. Thankfully, the bombardment seems to have stopped now.
Several years ago I kept getting ads for truck drivers and truck driving school while listening to Daniel and Kelly’s Extraordinary Universe (back when it was Daniel and Jorge Explain the Universe). Truck driving is close to, if not at the bottom, of professions I would ever consider. They were way off in targeting me with those ads.
Since it’s a niche, small market podcast it might be as simple as Grainger was the only company they could get to advertise on their show. For Grainger, the cost might be so insignificant to their overall ad budget that some ad guy for Grainger shrugged and thought ‘Why not?’.