Featured Client: IQBAR

Featured Client: IQBAR

by | Apr 22, 2025 | Uncategorized

IQBAR & Strategic Media:

A Partnership That Delivers Results

When IQBAR first approached Strategic Media to “boost their brain” with the power of audio, the goal was clear: create compelling ads that showcased the brand’s unique position as a better-for-you bar that people actually wanted to eat.

Having outgrown its early startup phase, IQBAR was ready to invest in a podcast-specific campaign that would reach millions of listeners across diverse platforms.

What started as a test campaign quickly evolved into a thriving partnership, driving success for both brand and agency, while delivering brain-boosting products like protein bars, coffee sticks, and hydration mixes to millions of eager consumers.

 

Challenges & Strategy

For brands exploring audio advertising, breaking through traditional audio perceptions while staying authentic is a crucial challenge. From the outset, testing host-read ads across various podcast genres revealed that hosts’ personal experience coupled with their on-air delivery was the key driver of engagement.

“The IQBAR host-read campaign consistently performed well across key metrics,” says Vanessa Verrillo, Senior Client Services Lead. “Anyone who tries IQBAR products loves them, so having hosts share their genuine endorsements was a natural fit.”

“Any time someone says they’ve heard of us, I always ask how, and they always say on their favorite podcast. This just plain wouldn’t be possible without SMI.”

Will Nitze
Founder, IQBAR

Transitioning from rigid scripts to more natural endorsements is a key advantage in this audio format, especially since podcast audiences are highly engaged and actively listening. This creates an opportunity for hosts to organically weave IQBAR into their content, enhancing authenticity and fostering a deeper connection with listeners. The seamless integration of brand-friendly talking points with genuine host personalization is the goal. You can hear what that sounds like in this fantastic read from Minds of Madness: A True Crime Podcast:

Precision Targeting & Expanding Reach

SMI strategically prioritized IQBAR across podcast genres that aligned with its audience, including Education, True Crime, Society & Culture, and Comedy. More recently, SMI leveraged twenty five years of agency experience and an expert infrastructure to increase IQBAR’s reach on the airwaves via radio. Through dynamic ad formats plus a mix of ad styles—from 30-second, single-voice spots featuring IQBAR founder Will Nitze, to thematic campaigns tied to key messaging pillars—the brand’s delicious offerings now extend to an even wider audience.

Beyond the airwaves, IQBAR has also expanded podcast partnerships through in-person events, such as last year’s Dear Media “In Real Life” gathering, with guidance and support from SMI on curating a customized package.

“Not only did the event strengthen relationships with hosts, it was a phenomenal way to get IQBAR products into the mouths of attendees” says Verrillo. The event generated 14 million social impressions and 1.25 million podcast impressions, amplifying IQBAR’s visibility.

 

Strategic Growth & Future Expansion

IQBAR’s success in audio advertising results from strategic creative evolution, precise audience targeting, and a commitment to innovation. Through a collaborative partnership with SMI, the brand has built a powerful audio presence by prioritizing authenticity and leveraging personalized endorsements, solidifying their leadership in the better-for-you snack space.

Contact SMI Today

The Rise of Video in Podcasting

The Rise of Video in Podcasting

by | Apr 3, 2025 | Uncategorized

In early 2004, a software developer named David Winer, met with former MTV VJ, Adam Curry, in a New York City hotel room to discuss a groundbreaking new business idea. The pitch, delivered by impassioned Curry, was simple: develop an easy way to distribute digital audio files via RSS feed. 

Years before, Winer had invented the RSS feed as a quick and easy way for websites to provide content to users with a subscription model. 

Still—while Curry’s idea intrigued Winer, he remained skeptical. By the year 2000, only 70% of young adults had experience with the internet, with most Americans still on dial-up modems. Sharing information—even audio—was a tediously slow experience. 

Despite his hesitancy, Winer moved forward with the idea, working with Curry to create the first ever podcast feed. What started as a niche experiment quickly gained traction, evolving into a global phenomenon.

Last year, Spotify included over 300,000 video podcasts in its massive library – 100,000 more than the year before. With top podcasts like Smartless, The MidasTouch Podcast, and Conan O’Brien Needs a Friend maintaining active video content on Spotify, YouTube and Apple Podcasts, video has officially entered the chat. 

 

A Closer Look 

How did the medium evolve into a cross-platform behemoth with more than 584 million listeners worldwide? 

The transition from speaker to screen was triggered in part by the COVID-19 pandemic. As creators sought innovative ways to speak with audiences stuck inside their homes, moving to a more stimulating medium made sense. 

Video also reaches a broader audience—especially TikTok, where user-generated content is king. Facial expressions and body language add depth to storytelling, making video podcasts more immersive and marketable—a testament to the effectiveness of personal experience in marketing. 

Podcasts like The Joe Rogan Experience and Call Her Daddy adapted early to video integration, extending their reach beyond traditional podcast platforms. Major platforms like Apple Podcasts and Spotify expressed support early by enabling creators to distribute visual content seamlessly. Spotify recently launched its Partner Program, which incentivizes podcasters with a monetization tool that allows direct payments from premium subscribers. 

“Podcasts with video are more than just a trend,” said YouTube’s VP of Podcast Partnerships, Tim Katz, in a blog post. “Today’s podcasters are driving culture, creating ‘must see’ and ‘must hear’ shows while becoming bonafide superstars themselves.” 

 

Why Video?

Video enables more substantial monetization opportunities through YouTube ads and sponsorships. Creators can also repurpose content across platforms, attracting both loyal and new listeners seeking content that interests them.  

YouTube recently reported a stunning one billion monthly viewers of podcast content, consuming more than 400 million hours of podcasts monthly. 

Making video content comes with certain pitfalls that can be avoided when paired with an agency in the know. In a recent story on The Verge, culinary creator Carla Lalli Music revealed that a single video shoot for YouTube costs around $3,500. Lalli laid out the numbers in her newsletter, The True Costs of Being on YouTube, documenting her channel’s growth since 2021, grossing $187,997 in four years.  

 

SMI x Podcasts

Strategic Media has led the charge in the audio advertising industry since before the inception of podcasting, growing our standing as experts alongside the format while guiding clients on the best ways to capitalize on this rapidly expanding medium.

Our Podcast Team offers clients not only technical know-how and a holistic view of campaigns but a profound blanket of coverage through programmatic audio advertising. 

Programmatic marketing enables advertisers to monitor their campaign performance instantly by tracking essential metrics such as impressions, clicks, and conversions. In video podcasting, this technology goes far with advertisers who must reach their target audience efficiently, ensuring that every dollar spent contributes to meaningful engagement and conversions.

With rapid advancements in technology and changing audience preferences, video podcasting is set to redefine digital media for years to come. By combining strategic advertising with engaging video content, creators can maximize reach and impact.  

As technology advances and audiences demand more immersive content, brands and advertisers must adapt to stay ahead. 

 

For brands, advertisers, or aspiring podcasters eager to make a mark in the audio/video landscape, drop us a line to get started. 

Contact SMI Today
Making Waves: SMI Attends Podcast Evolutions in Chicago

Making Waves: SMI Attends Podcast Evolutions in Chicago

by | Mar 26, 2025 | Team News

Making Waves:
SMI Attends Podcast Evolutions in Chicago

From March 31 to April 3, Podcast Movement is hosting its Evolutions conference live in Chicago, bringing together thousands of podcasters and industry professionals to chat trends, share resources, and power this remarkable medium forward.

Dedicated to delivering the latest insights, tools, and technological advancements in the audio world, Evolutions empowers creators and industry insiders with in-depth creative education, sponsor activations, industry panels, and the chance to network with over 10,000 podcasters from 35+ countries. 

Featured speakers this year include James Cridland, Ronan Farrow, and Audible’s Rachel Ghiazza. 

SMI’s Jeff Small and Lisa Risk will help drive the conversation forward, engaging with other podcast industry professionals in an array of keynote presentations, expert-led panels, and breakout sessions across three specialized content tracks: Podcaster, Industry & Pro, and Brand Success. 

 

What are you excited about bringing back to clients this year?

“As the name of the conference highlights, podcast advertising is still rapidly evolving. Industry leaders will discuss trends and changes within the podcast universe, and we will be eager to apply our wisdom to the insights they share with the attendees. We continue to update best practices as new data becomes available. This improves the learning curve and allows our clients to test and roll out their campaigns with more success.” – Jeff Small

“For me, conferences like this are a great way to stay connected with people and networks we’ve worked with for years. I’m excited to hear about new opportunities for our clients, both at the show level and more high-level opportunities like video expansions, which are happening at a rapid pace.” – Lisa Risk

 

What are some podcast trends you expect to hear about? 

“More and more advertisers are leaning into the power of personal experience, which is a testament to the massive popularity of the channel.  We’ll pay close attention to the consumption trends as more people watch versus listen to their favorite podcasts. Podcasts will, of course, monetize this channel, but it’s a real opportunity for brands to engage with the hosts that are giving their endorsement.” – Jeff Small

“Podcast Evolutions is growing and getting bigger every year. After a successful event in Los Angeles last year, we’re looking forward to this year’s event where we can further expand our partnerships with existing contacts and networks and make new connections.” – Lisa Risk

Want to make waves in the world of podcasting?
Schedule a time to meet with Jeff at the conference.

Connect with Jeff
SMI at Podcast Movement 2024

SMI at Podcast Movement 2024

by | Aug 8, 2024 | Uncategorized

SMI at Podcast Movement 2024

SMI’s Leadership and Podcast Teams are heading to our Nation’s Capitol later this month to attend what’s billed as “podcasting’s most important annual event.” Put on by the world’s largest network of podcasters, Podcast Movement is a great opportunity to get face-to-face time with creators, hosts, industry professionals, and service providers.  

This ever emerging channel is integral to the future of audio advertising and our work here at SMI, particularly when Podcast listeners are spending an average of 10 hours (or more!) a week listening to their favorite shows—and the carefully crafted ads placed within.   

Podcast Operations/Buyer, Steve Mondor is eager to make connections with new shows and gain valuable insights into rising trends and audience behavior. When asked what he hopes to bring back to the office, Mondor replied: 

“I’m excited to lean into the efficiencies of data attribution and get an even stronger grasp on the ever-changing landscape of podcasting: all things that can support our client’s growth.” 

Podcast Movement offers a jam-packed agenda featuring more than 100 workshops, breakout sessions, panels, and keynote talks from familiar voices such as Ira Glass, Rachel Martin, and Steven Bartlett. Of course, there are ample possibilities for formal and informal networking, a built-in tradeshow to check out the latest pod gear, and evening parties to wind down and wrap up each of the four action-packed conference days.  

If you’re heading to Podcast Movement 2024 and want to connect, sign up here to schedule a time to chat with us!

A Deep Dive into Murder, She Told: True Crime Stories from Maine

A Deep Dive into Murder, She Told: True Crime Stories from Maine

by | Jul 26, 2024 | Uncategorized

Murder, She Told Goes Deep

Kristen Seavey grew up in Maine but left for the bright lights of New York City when she was just eighteen years old. Upon returning for what was meant to be a relaxing post-pandemic summer—she hardly expected to stay put—she found herself launching a deeply investigated, compassionate, and prolific podcast about murdered and missing persons from Maine, New Hampshire, and other small towns “from away.” 

 

130 episodes later, we sat down with the host and creator of Murder, She Told to hear first-hand the diligence and stamina required to produce such a well-researched and gripping podcast. 

Even within a genre that is saturated with mysteries, police records, and grisly details, Murder, She Told stands out. Rather than focusing on grim entertainment, Seavey remains loyal to a love of storytelling and upholds a profound respect for the families involved in her stories. Through countless hours of conversation, and scouring through personal items and official documents, Seavey can convey the bare humanity of the victims in her story rather than characterize them as one-dimensional ghosts of tragedy. The podcast platform only enhances this rendering, as Seavey explains: 

“The intimacy [of audio storytelling] is what’s compelling, and the versatility of how and when people can listen is amazing.”

Hard Facts, Hard Work

At any given moment, Seavey has a roster of 50 or more cases, all of which could require attention and action at any moment or enormous patience when dealing with grieving family members or lost records. Once a case begins to take shape, it requires roughly 80 hours to produce a forty-five-minute episode. The laborious work of researching, fact-checking, coordinating schedules, organizing cases, recording, editing, distributing: most of this falls on the shoulders of Seavey herself, with some help on the odd bits and pieces of a complex podcast puzzle. 

 

This is why advertising revenue is critical for content creators. 

 

Fans of Murder, She Told are no different than the nearly 505 million podcast listeners around the globe. They have some understanding that ad revenue is necessary for these shows to continue to exist and, therefore, anticipate advertisements. However, they also expect that the ads they hear aren’t served at inappropriate moments or delivered with a jarring tone of voice that disrupts the listening experience entirely. Seavey takes this to heart and strikes a delicate balance of crafting the atmosphere of her show while carefully vetting advertisers. She is fiercely prudent with programmatic advertising in particular, turning off anything that could be potentially divisive or disturbing to her audience. 

 

For Seavey, ad revenue is a path toward growth, which is ultimately a path toward helping more families. She approaches it the same way as she does her content—with an integrity that adheres to the respect she carries for the families she works with and her listeners. Murder, She Told is a great example of how advertisers can collaborate with creators strategically and respectfully, which builds listener trust and engagement, and makes profitability more likely. 

Seavey is responsible to her listeners and keenly understands that profitability is a means to reciprocity. Her stories are intimate, delicate, and heartbreaking. Rather than simply listening, fans of the show are encouraged to get involved in meaningful and accessible ways. Sharing a post or flier, donating a dollar or two to a family’s fund, or even simply signing a petition are all ways the audience can directly impact the lives of real people featured on Murder, She Told.

“I’m cultivating an audience that doesn’t just consume but actively engages. People can help more than they think.”

There is More to Maine 

A picturesque vacation land dotted with quaint cape houses and buoys is hardly the scene most imagine when thinking about true crime. Blueberry fields, lobster traps, and potato crops are the “platforms” that come to mind long before Spotify or Wondery. And yet, there is an abundance of audio artistry here. A rich landscape full of talent, innovation, and yes, mystery. So much so, it even surprised Seavey upon her return to the state. Maine, with its beauty, its tradition of storytelling, and its community of artists and makers, has continued to be a source of inspiration to her. 

 

The same holds true for all of us here at SMI. 

 

As a leading audio advertising business that began over 24 years ago, potential clients are often surprised to learn that we operate out of Maine. There seems to be an insidious assumption that talent and expertise exist elsewhere, in bigger cities, places with rush hour traffic year-round. Why does this myth persist even in the age of Zoom and global connection? That’s a mystery we can’t quite figure out yet! 

 

We know there’s big talent and great storytellers right here in Maine. 

Our team of experts is ready to bring your brand to a captive audience. Get in touch with us today to learn how!

Contact SMI Today!