https://embed.notionlytics.com/wt/ZXlKd1lXZGxTV1FpT2lKbE9HUTRNbU5tWldZeU5qYzBOekF6T0RObE1USmtZVFJpTWpGaFpUZzVOQ0lzSW5kdmNtdHpjR0ZqWlZSeVlXTnJaWEpKWkNJNklqbHpjVk52YW1nMU4zbDZXV1p3UjJ4QlZVSm1JbjA9

<aside> ⭐ By ‣, Senior Strategy Consultant at Part and Sum. Our team often requests demos of a product that could help our clients. Below is our review of Gumball, a marketplace where brands can purchase host-read podcast ads, as well as additional insight on the value of host-read ads.

</aside>

Highlights

• Client Challenge: We wanted to graduate a client brand into a new, higher value audience of podcast listeners.
• In Search Of: a turnkey solution to help our client go live on podcast ads within one month.
• Differentiator: Gumball is completely self-service, allowing marketers to buy individual ad spaces directly from specific podcasts and hosts.
• Who this product is great for: smaller brands who want to test podcasting strategies quickly and with lower investment
• Who this might not be great for: bigger brands who have the budget and resources to invest in more premium podcasts that aren’t available in Gumball’s marketplace.

Buy host-read podcast ads directly from podcasters / Gumball

Gumball, At-a-Glance

• Podcast marketplace where brands can buy individual host reads directly from shows.
  • Marketplace currently hosts 150 podcasts, and is actively onboarding more.
    • A podcast can’t join marketplace if it is managed by a network with exclusive ad sales (e.g. The Daily, How It Works, Pod Save America), so Gumball marketplace is currently best for advertising in smaller, independent shows.
• Eliminates friction in the podcast ad buying process, where getting in touch with ad sales teams can be a challenge and person-to-person negotiation requires additional time and resources to manage.
• Gumball price-matches with each podcast’s direct sales to ensure marketers aren’t overpaying.
• Gumball Business Model: revenue share set up between Gumball and the podcaster

Why have hosts read ads?

Host reads are more effective

Host reads are more authentic