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5 things you need to know about podcast advertising

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Podcasts have become one of the most popular forms of entertainment alongside social media, with millions of people tuning in to their favorite shows every...

Podcasts have become one of the most popular forms of entertainment alongside social media, with millions of people tuning in to their favorite shows every day. As a result, podcast advertising has emerged as an effective way for businesses to reach their target audience. However, before you dive into this form of advertising, there are five things you need to know:

Understanding podcast advertising for podcast content

With the increasing number of podcast networks and even branded podcasts, many brands are making money from programmatic and dynamic ads alike. But what is the reason for this?

What is podcast advertising?

Podcasts have become increasingly popular over the years, with millions of people tuning in to listen to their favorite shows according to Edison research. On Spotify and Apple Podcasts alone, there are thousands of podcasts available right now. The Joe Rogan Experience is one such successful and popular podcast that consistently draws more viewers than all other traditional media outlets.

Podcast advertising involves businesses promoting their products or services through these shows, allowing them to reach a wider audience. There are host-read-ads and pre-recorded-ads. And the ads can take various formats, including pre-roll, mid-roll, post-roll, or sponsored content.

Pre-roll ads are played at the beginning of the show, mid-roll ads are played in the middle of the show, and post-roll ads are played at the end of the show. Sponsored content is a more integrated form of advertising, where the host of the show talks about the product or service in a more natural way.

Podcast advertising has become a popular choice for businesses because it allows them to reach their target audience in a more engaging way. And the pricing structure differs based on various factors such as CPM, influencer status, or even the particular podcast audiences. Listeners tune in to podcasts for their favorite shows, and the ads are delivered in the same format, making them more appealing and memorable. Unlike traditional advertising methods, podcast advertising is non-invasive, as listeners have the option to skip the ads if they choose to.

Why is podcast advertising effective for podcast hosts and guests?

Podcast advertising has been proven to be effective in reaching a specific target audience. Many podcast listeners are highly engaged and loyal to the shows they listen to, which means they are more likely to trust the products or services advertised on those shows. According to a study by Nielsen, podcast advertising has a higher level of brand recall than other forms of advertising, such as TV and online ads.

Another reason why podcast advertising is effective is that it allows businesses to target specific niches. There are podcasts on almost every topic imaginable, from true crime to cooking to sports. This means that businesses can choose to advertise on shows that are relevant to their products or services, ensuring that they are reaching the right audience.

Furthermore, podcast advertising is cost-effective compared to other forms of advertising. Businesses can choose to advertise on smaller, niche podcasts, which may have a smaller audience but a more engaged one. This can be a more cost-effective way of reaching a target audience compared to advertising on a larger platform with a less engaged audience.

In conclusion, podcast advertising is an effective way for businesses to reach their target audience in an engaging and non-invasive way. But ad insertion or ad placement also plays a huge role in determining success. With the rise in popularity of podcasts, it is a form of advertising that is only set to grow in the coming years.

Types of podcast ads

Podcasts have become one of the most popular forms of entertainment and information sharing in recent years. As a result, businesses have started to take notice of the audio advertising opportunities that podcasts offer.

Brands typically book ad spots for 30-second ads with the best podcasts, sometimes even developing long-term partnerships with the hosts. And this has proven to be an effective marketing strategy with fair advertising rates. According to Advertisecast, the average CPM for 30-second advertisements is $18, and for 60-second ads is $25. In this section, we will discuss the different types of podcast ads that businesses can use to reach their target audience.

Pre-roll ads

Pre-roll ads are one of the most common types of podcast ads. These ads are placed at the beginning of a podcast and are usually thirty seconds to one minute long. Pre-roll ads allow businesses to introduce themselves to the listener before the show starts. This type of ad is great for businesses that want to make a strong first impression and grab the listener's attention right away.

For example, a company that sells coffee could use a pre-roll ad to talk about their unique brewing process or the origin of their beans. By doing so, they can pique the listener's interest and make them more likely to consider trying their coffee.

Mid-roll ads

Mid-roll ads are another popular type of podcast ad. These ads are placed in the middle of the podcast, usually after fifteen to thirty minutes of content. Mid-roll ads allow businesses to reach listeners when they are most immersed in the show. This type of ad is great for businesses that want to create a more personal connection with the listener.

For example, a company that sells fitness equipment could use a mid-roll ad to talk about the benefits of working out at home. By doing so, they can connect with the listener on a personal level and make them more likely to consider purchasing their equipment.

Post-roll ads

Post-roll ads are placed at the end of a podcast, after the show's content. These ads allow businesses to deliver a call-to-action to listeners who have listened to the entire episode. This type of ad is great for businesses that want to encourage the listener to take action.

For example, a company that sells skincare products could use a post-roll ad to offer the listener a discount on their next purchase. By doing so, they can incentivize the listener to take action and make a purchase.

Sponsored content

Perhaps you are aware that podcast sponsorships exist but you don’t know how they work. Sponsored content involves businesses sponsoring an entire episode or series of episodes of a podcast. This format allows businesses to reach listeners in a more organic way and can help build brand awareness. Sponsored content is great for businesses that want to create a long-term relationship with the listener.

For example, a company that sells outdoor gear could sponsor a podcast that focuses on hiking and camping. By doing so, they can reach a highly targeted audience and build brand awareness among people who are interested in their products.

In conclusion, podcasts offer a unique and effective way for businesses to reach their target audience while minimizing their ad spend. By using one or more of the types of podcast ads discussed in this article, businesses can create a strong connection with the listener and achieve their advertising goals.

Targeting your audience

When it comes to creating a successful podcast ad campaign, targeting your audience is crucial. It's not enough to simply create an ad and hope that it reaches the right people. You must know who your target audience is, what their interests are, and what type of content they consume.

Identifying your ideal podcast listener

Before you can target your audience effectively, you must first identify your ideal listener. This means creating a persona that represents your target audience. Consider factors such as age, gender, location, interests, and occupation. Use this persona as a guide when creating your ad campaign to ensure that you are speaking directly to your target audience.

For example, if your ideal listener is a 25-year-old female who is interested in fitness and wellness, your ad campaign should focus on those topics and speak directly to that demographic.

Selecting the right podcasts episodes for podcasts audio ads

Once you have identified your ideal listener, it's time to find the right podcasts that cater to your target audience. There are a few ways to do this. You can search for shows that cover topics related to your business or work with podcast ad agencies that have access to a wide range of podcasts.

When selecting podcasts, consider factors such as audience size, engagement, and relevance to your target audience. Look for shows that have a loyal following and a high engagement rate. This will ensure that your ad is reaching an audience that is highly interested in your product or service.

Leveraging listener demographics for brand awareness

Podcast hosting platforms provide valuable information on listener demographics, including age, gender, location, and interests. This data can be used to target listeners more effectively and create tailored ads that speak to their needs.

For example, if you know that the majority of your target audience is located in a specific region, you can target your ad campaign to that region to ensure that it reaches the right people. Similarly, if you know that your target audience is primarily interested in a specific topic, you can create ads that speak directly to that interest.

By leveraging listener demographics, you can create a highly targeted ad campaign that reaches the right people at the right time. This will increase the effectiveness of your ad campaign and help you achieve your marketing goals.

Measuring the success of your podcast advertising campaigns

Podcast advertising has become an increasingly popular way for businesses to reach their target audience. With the rise of podcast listenership, businesses are finding that podcast ads are an effective way to promote their products and services. However, it's important for businesses to measure the success of their podcast ads to ensure they are getting a return on investment.

Key performance indicators (KPIs)

Key Performance Indicators (KPIs) allow businesses to measure the success of their podcast ads. KPIs include downloads, click-through rates, conversions, and listener engagement rates. These metrics can help businesses determine how effective their podcast ads are in reaching their target audience and driving conversions.

Tracking conversions

Tracking conversions involves monitoring how many listeners take action after hearing your ad. This can include visiting your website, making a purchase, or subscribing to a service. Tracking conversions allows businesses to measure the return on investment of their podcast ad campaigns. By analyzing conversion rates, businesses can determine which ads are most effective at driving conversions and adjust their campaigns accordingly.

Analyzing listener engagement

Listener engagement includes measuring how long listeners listen to your ad, how they respond to your call-to-action, and how they interact with your brand after hearing your ad. Analyzing listener engagement can help businesses identify what works and what doesn't in their podcast ad campaigns. For example, if listeners are not responding to a specific call-to-action, businesses can adjust their messaging to better resonate with their audience.

Additionally, businesses can use listener engagement data to identify trends in their audience's behavior. For example, if listeners are consistently dropping off during a specific part of the ad, businesses can adjust their messaging to better capture their audience's attention.

Speechify - a great way to create top-notch voiceovers for your podcast advertisements

Overall, podcast advertising is an effective way to reach your audience, no matter the size. By understanding which type of podcast ad works best for you, selecting the right podcasts to advertise with, and measuring the success of your campaigns with KPIs and listener engagement data, you can make sure your podcast advertising campaign will yield results.

With Speechify, you have access to top-notch voiceover services that can help you generate high-quality audio ads for your campaign. That way you make sure your message reaches its destination in an impactful manner. Taking all these steps together will ensure your podcast advertisement endeavors are fruitful - helping increase brand awareness and drive more sales.

You can choose from a variety of professional-quality voiceovers and languages to ensure that your message resonates with your audience. Whether you are looking to promote a product, service, or event, Speechify has got you covered. And you can also enjoy their endless library of audiobooks. So why wait? Start using Speechify today and take your podcast advertising to the next level.


Q1: Why should I consider advertising on podcasts?

Podcast advertising can help reach a highly engaged and niche audience. Podcast listeners are often loyal and trust recommendations from their favorite hosts, which can lead to high conversion rates.

Q2: What types of podcast advertising are there?

There are typically three types of podcast ads: pre-roll, mid-roll, and post-roll. Pre-roll ads happen at the start, mid-roll ads are usually in the middle of the episode, and post-roll ads are at the end.

Q3: How can I measure the effectiveness of podcast advertising?

Podcast advertising can be measured through methods like promo codes, dedicated URLs, or surveys asking how the listener heard about your product or service. However, measuring podcast advertising can be less precise than other digital advertising forms.

Cliff Weitzman

Cliff Weitzman

Cliff Weitzman is a dyslexia advocate and the CEO and founder of Speechify, the #1 text-to-speech app in the world, totaling over 100,000 5-star reviews and ranking first place in the App Store for the News & Magazines category. In 2017, Weitzman was named to the Forbes 30 under 30 list for his work making the internet more accessible to people with learning disabilities. Cliff Weitzman has been featured in EdSurge, Inc., PC Mag, Entrepreneur, Mashable, among other leading outlets.