A few years into the podcast explosion, NPR’s podcast sponsors were seeing phenomenal results and we wanted other potential sponsors to know this. So we created a video that positions NPR sponsor messages as the new word of mouth. The reasoning is simple — with any sponsor pre-roll or mid-roll, listeners get a trusted source that they have developed a relationship with over time telling them about a product or service in an honest, direct way. And with stats like one that says 82% of listeners take action after hearing a sponsorship message on an NPR podcast, we prove yet again that word of mouth is the most powerful form of advertising.I did this project while working as Senior Art Director at NPR.
