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Jenny Craig
Jenny Craig is also testing programmatic podcast ads on Spotify for her New Year’s campaign.
Jenny Craig CMO Dan Hoffmeister said: “We started dabbling in audio in the middle of last year and after seeing some success we added a podcast inventory to our Fall 2022 campaign,” he continued, noting that his team now has a “more direct I’m really inclined,” he added.
As for podcast advertising, it’s still in the “testing and learning” stage, so brands have opted for programmatic rather than host-read ads, he said. It was a way to see how it worked in the field and get the right samples quickly in a fairly efficient way,” he said. Hoffmeister also says that, at least for now, programmatic ads for his podcasts are cheaper than ads read by hosts.
A larger campaign is based on two TV spots. The first, called “One Day,” follows members of the real-life Jenny Craig along the dream trail of “One Day.” “We all have a dream ‘one day’, to be able to wear dresses and play with children,” Hoffmeister said. “We wanted to partner with Jenny Craig to help members realize how they achieved their dreams.”
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