General Electric has a history of successfully experimenting with new platforms before they explode in popularity and lately that success happens from a format you can hear.
During today’s panel at the Interactive Advertising Bureau’s Mobile Symposium event in New York, Alexa Christon, GE’s head of media innovation, said that the marketer’s two sponsored podcasts have resulted in nearly 8 million downloads for its programs.
In 2015, GE launched its first branded podcast called The Message under the umbrella of the GE Podcast Theater platform—a reference to the TV and radio program made with Ronald Reagan in the 1950’s—leading to 4.5 million downloads as of November. After launching a second podcast late last year, the two programs have been downloaded another 3.2 million times in the past seven months and 7.7 million downloads overall.
“It’s such an intimate experience—people chose to put you in their ears,” Christon said. “Now, it’s exponential. We…
