Podcast Advertising: Everything You Need to Know

by | Sep 27, 2023 | blog, Podcast Monetization

Podcast advertising is a great way to reach a targeted audience and promote your brand or products. Podcasts are popular among all demographics, but they are especially popular among millennials and Gen Z. This makes them an ideal platform for businesses that want to reach these younger consumers.

What is podcast advertising?

Podcast advertising is any type of advertising that is played on a podcast. It can be pre-recorded ads that are inserted into the podcast episode, or it can be live reads by the podcast host. Podcast ads can also include dynamic ad insertion, which allows advertisers to target their ads to specific audiences.

Why advertise on podcasts?

There are many benefits to advertising on podcasts. Here are a few of the most important:

  • Targeted audience: Podcasts have a very targeted audience. This means that you can choose to advertise on podcasts that are relevant to your target market. This ensures that your ads are seen and heard by the people who are most likely to be interested in what you have to offer.
  • Engaged audience: Podcast listeners are typically very engaged with the content they are listening to. This means that they are more likely to pay attention to your ads and remember your brand.
  • Cost-effective: Podcast advertising can be very cost-effective, especially compared to other forms of advertising, such as television or radio.
  • Measurable results: It is easy to track the results of your podcast advertising campaigns. This allows you to see what is working and what is not, so that you can adjust your campaigns accordingly.

How to get started with podcast advertising

If you are interested in getting started with podcast advertising, there are a few things you need to do:

  1. Choose the right podcasts: The first step is to choose the right podcasts to advertise on. You want to choose podcasts that are relevant to your target market and that have a good audience size. You can use a podcast directory like Apple Podcasts, Spotify, or Google Podcasts to find podcasts that fit your criteria.
  2. Contact the podcast: Once you have chosen a few podcasts that you want to advertise on, you need to contact the podcast host or producer. You can typically find their contact information on the podcast’s website or social media pages.
  3. Negotiate a price: Once you have contacted the podcast host or producer, you need to negotiate a price for your ad spot. The price will vary depending on the podcast’s audience size and popularity.
  4. Create your ad: Once you have negotiated a price, you need to create your ad. Your ad should be clear, concise, and informative. It should also be relevant to the podcast’s audience.
  5. Track your results: Once your ad is running, you need to track your results. This will help you to see what is working and what is not. You can track your results using a variety of methods, such as tracking website traffic, tracking vanity URL links, social media engagement, and/or coupon redemptions.

Tips for creating successful podcast ads

Here are a few tips for creating successful podcast ads:

  • Be relevant: Your ad should be relevant to the podcast’s audience. This means that you should choose a podcast that is relevant to your target market and that your ad should be about something that the audience is likely to be interested in.
  • Be concise: Your ad should be concise and to the point. Podcast listeners are busy, so they don’t want to listen to a long, drawn-out ad. Aim for your ad to be no more than 30 seconds long.
  • Be informative: Your ad should be informative and tell the listener something that they didn’t already know. This could be about your product or service, or it could be about something related to the podcast’s topic.
  • Be creative: Your ad should be creative and interesting. This will help it to stand out from the other ads that the listener is hearing. Try to use humor, storytelling, or other creative techniques to make your ad more engaging.
  • Be persuasive: Your ad should be persuasive and convince the listener to take action. This could be to visit your website, sign up for your email list, or make a purchase.


Podcast advertising is a great way to reach a targeted audience and promote your brand. It is a cost-effective and measurable form of advertising that can be very successful. If you are interested in getting started with podcast advertising, follow the tips above to create successful podcast ads. Or contact david@modernstoa.co.

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