Naked Wines invests in niche audiences with six-figure Sponsorship+ podcast advertising campaign with Acast

Listen to article

The beloved wine brand is leveraging custom geo-targeting technology to reach new customers

By: Jen Finger

Naked Wines has launched a six-month podcast ad campaign with Acast, as it seeks to boost authentic customer connections with listeners. In a six-figure deal, the online wine retailer will use Acast’s Sponsorship+ product for ads across Acast podcasts voiced by Mark Bittman (Food with Mark Bitman), Sally Helm (HISTORY this Week), and Ana Kasparian (The Young Turks).

Sponsorship+ is influencer marketing at scale, with host-read sponsorships appearing both in that host’s own podcast, and in other shows across the Acast network. It gives brands the power to get even closer to listeners through geo-targeting, with host-read sponsorships across specified markets and categorical collections.

Sponsorship+ associates brands with the most credible voices in podcasting, and delivers an average 42% increase in engagement and 2.2x better ad recall.

“We’re ambitious about the ways the wine industry can change - to better serve the consumer.” said Bryn Snelson, Naked’s Global Director of Brand. “Our message is important - its efficiency, even more so. With Sponsorship+ and geo-targeting, we’re able to allocate our budget and track the return in specific markets.”

Naked Wines came to Acast looking to make a granular, scalable connection with podcast listeners. Specifically, the brand was eager to reach listeners in Washington, D.C. and Denver, CO, between the ages of 35 and 64, who typically consume new content across comedy, documentary, and history collections, and who purchase wines in the $10-30 range.

Using its sophisticated targeting capabilities, Acast is enabling Naked Wines to increase its overall reach, boost brand affinity through influencer marketing, and discover new audiences in niche environments.

Sponsorship+ is also a powerful tool for brands looking to increase direct sales. According to a recent study by Acast and Nielsen, 43% of US podcast listeners say they’re more likely to buy a product or service after hearing a podcast host promote it.

Despite podcast ad spending in the US still pacing to exceed $2 billion by next year, a recent ROI report by Nielsen says that marketers are under immense pressure to prove the return on their investments — which makes podcasts a valuable option in the media mix.

And, when it comes to ROI, marketers are discovering that podcast advertising strategies are not a one size fits all solution. Instead, reaching these engaged audiences requires a tailored approach that’s unique to both the brand and the intended audience.

Acast is the home of podcast advertising, offering a marketplace with a range of products and services to help brands achieve their marketing objectives and reach their customers. With advanced technology solutions like Sponsorship+, Conversational Targeting and dynamic ad insertion, Acast enables marketers to reach the right listener, with the right message, at the right moment.

From June to November of this year, podcast listeners in Washington D.C. and Denver, CO will hear Nakes Wines ads automatically served on shows across three distinct podcast collections: Curious Thinkers, Storytelling, and the Daily Briefing.