For example, Bombas, a manufacturer of athletic leisure socks, used Midroll to serve podcast ads. According to Kate Huyett, Vice President of Marketing , BOMBAS had a tough challenge - they have to convince people that buying a special pair of socks really adds value to their lives. did not. Most people consider all socks to be the same.
So how can a ghost mannequin effect company like Bombus differentiate itself? According to Kate, host-read podcast ads feel more like a friend's recommendation than a Facebook or Instagram ad. This created a strong desire to check Bombus, and people overcame the initial skepticism that the product was no different than the others that were there.
The case study also states that the format of podcast ads has made it easier for Bombus to tell a story. The company is driven by social causes-for every pair of socks the company sells, they donate pairs to sock charity companies where helpers suffer from abuse and poverty. Due to the intimate and personal nature of the media, such a heartfelt story can easily be told on a podcast.