Podcast Advertising
Advertising format in which ads are placed inside audio podcasts, either as host read, dynamically inserted or as sponsorship.
Also known as: Podcast Ads, Audio Advertising, Podcast Sponsorship
Podcast advertising covers all ad formats placed inside audio podcasts. Classic forms are the host read endorsement, dynamically ad server inserted spots and exclusive sponsorships of entire episodes or series. The channel has grown strongly in recent years as podcasts have become a mass medium.
Formats and placements
Ad spots are usually played as pre roll before, mid roll during or post roll after the content. Host read ads are more expensive but more effective, because the endorsement comes from a familiar voice. Dynamic ads can be updated retroactively, which is important for time limited campaigns. Sponsorships of entire episodes create the strongest link between brand and content.
Reach and measurement
Reach is measured in downloads or plays, ideally to the IAB standard. Tracking runs via individual voucher codes, dedicated landing pages or promo URLs, since click based tracking does not work in audio. If you run podcast ads, you should realistically expect delayed effects, as listeners rarely act on a recommendation immediately but often days later.
Practical use
In day to day marketing, podcast advertising suits brand building, reach in niche audiences and explanation heavy products. Once you use the channel, you can move acquired listeners through landing pages with newsletter signup into your own list, so that the expensive reach is unlocked permanently via email marketing without paying again for every further touchpoint.