Podcast advertising
We’ve entered the era of the podcast. One of the fastest growing media channels, podcasts are a fixture in the lives of millions and brands are getting in on the game, either with traditional advertising or producing their own content.
There's an army of have-a-go storytellers attempting to create the next podcasting hit out there. Ever since Serial became a viral sensation back in 2014, the world of podcasting has exploded. Whether you're into astrophysics or astrology, cyrpto or crochet, there's a podcast for it.
Putting an advert into a podcast used to take a lot of planning. Direct deals with producers, long lead times and dodgy presenter reads in the middle of a show. It was hard work for not much gain.
Things changed when a small Swedish tech company arrived with a vision to seamlessly connect advertisers to podcast audiences. Acast developed the technology to dynamically insert ads into podcasts and the market blossomed with high quality, diverse formats including sponsorships, spot advertising and branded content.
Advertisers find highly attentive audiences using a mix of contextual, demographic and geographic targeting. Better still, podcast listeners are often light consumers of “traditional media”, so adding them to your audio campaign increases reach and improves outcomes.
Delivering a well-placed 30 second spot advert directly into the listener's ear(bud) is a powerful addition to the audio advertising toolkit and now is the time to take advantage, with amazing content and audiences growing all the time.
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FAQs
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Podcast advertising involves promoting a brand, product, or service through audio ads within podcast episodes. These ads can be read by the podcast host (host-read ads) or be pre-recorded and inserted at specific points in the episode. Advertisers can target audiences based on podcast genre, listener demographics, and interests.
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Highly engaged audiences – Podcast listeners are often loyal and attentive, making them more receptive to ads.
Targeted reach – Advertisers can select podcasts that align with their target demographic and interests.
Host credibility – Host-read ads feel more authentic and trusted by listeners.
On-demand listening – Unlike live radio, podcast episodes can be played at any time, ensuring extended ad exposure.
Less ad-skipping – Many podcast listeners absorb content passively, reducing the likelihood of skipping ads. -
Pre-roll ads – Played at the beginning of an episode, capturing listener attention early.
Mid-roll ads – Inserted during the episode, typically with higher engagement rates.
Post-roll ads – Placed at the end of an episode, suitable for reinforcing brand messages.
Host-read ads – Delivered in the podcast host’s voice, making them feel like a natural recommendation.
Dynamic ad insertion (DAI) – Ads are inserted programmatically, allowing brands to target specific audiences across multiple episodes. -
Pricing varies depending on:
Podcast popularity – Shows with larger audiences command higher rates.
Ad placement – Mid-roll ads are generally more expensive than pre-roll or post-roll ads.
Duration – Standard ads are usually 30–60 seconds long.
Pricing model – Costs are often based on cost per thousand impressions (CPM), with rates typically ranging from £10–£50 per 1,000 listeners. -
Podcast performance in the UK is measured using hosting platform analytics (downloads, listener demographics, and retention), RAJAR audience data, and third-party tracking tools like Chartable and Podscribe. Advertisers track effectiveness through promo codes, unique URLs, and attribution links. Finally, social media monitoring helps gauge listener engagement and sentiment.
To get started you can call 01598 760700
or email [email protected]
