If youve landed on this article, chances are that youâre interested in podcast advertising. And why wouldnât you be: podcast advertising works. Whether youâre looking for bang for your buck, listener attention, or to follow in the footsteps of household-name brands, podcast ads can deliver real impact for businesses of all sizes.
Acast is the worldâs leading podcast marketplace hosting more than 100,000 podcasts and working with 2,700 advertisers, so we want to share our expertise with brands and marketers looking to add podcasting to their marketing strategy.
The ultimate guide to podcast advertising is the perfect introduction and ongoing guide to knowing everything you need to know about running podcast ads.
Podcast advertising has become an increasingly popular and effective way for brands to reach targeted audiences. With over 100 million Americans listening to podcasts every month, the potential reach for podcast ads is massive. However, the world of podcast advertising can be complex for beginners. This comprehensive guide breaks down everything you need to know to create successful podcast ad campaigns.
Overview of Podcast Advertising
Podcast advertising involves paying to insert audio ads into podcast episodes. These ads are usually read live by the host or pre-recorded and inserted dynamically. Podcast ads help brands:
- Increase brand awareness and exposure
- Reach highly engaged niche audiences
- Deliver an intimate advertising experience through trusted hosts
- Provide performance tracking through unique promo codes
Below are some key podcast advertising terms to know:
- CPM: The cost per thousand listens for the ad spot. Typically $18-$50.
- Host-read: Ads read live by the podcast host. More authentic but less scalable.
- Dynamic insertion: Pre-recorded ads automatically inserted into episodes. Easier to scale campaigns.
- Mid-roll: Ads placed in the middle of episodes when engagement is highest. Priced higher than pre-roll ads.
- Post-roll: Ads placed after the episode ends. Lowest pricing.
- Promo code: Unique codes in podcast ads to track conversions.
Benefits of Podcast Advertising
There are many unique advantages to podcast ads compared to other digital media:
- Massive reach: Over 100 million Americans listen to podcasts monthly.
- Targeted audiences: Many shows attract very specific, engaged listeners aligned to niche topics.
- Host endorsement: Listeners trust podcast hosts, enhancing ad credibility.
- Performance tracking: Use promo codes to measure ad ROI and attribute conversions.
- Ad receptivity: Podcast listeners accept ads as funding shows and creators they love.
- Low cost: CPM rates are affordable, especially for small brands. Big reach for smaller budgets.
How to Advertise on Podcasts
Follow these steps to execute a successful podcast ad campaign
1. Set Campaign Goals and Target Audience
First, define your campaign goals and target audience Do you want to increase brand awareness? Generate traffic or leads? Who is your ideal customer? Answering these questions will inform campaign strategy
2. Determine Your Budget
Factor in costs like podcast ads, promo code setup, creative production, and management fees. CPM rates range from $18 for 30-second pre-roll ads to $50+ for 60-second mid-roll placements. Highly popular shows can command higher ad rates.
3. Select Relevant Podcasts
Find podcasts your target audience listens to by:
- Researching shows related to your industry, product, or brand
- Looking at topics your audience cares about
- Analyzing competitors’ podcast ad placements
- Considering podcast listener demographics
Prioritize aligning your ads with podcast context to boost engagement.
4. Contact Shows and Negotiate Deals
Contact podcasts to check inventory and negotiate costs. Provide podcasts details on your company, ideal customer, campaign goals and budget. Be open to working with smaller shows that deliver high value audiences.
5. Write Your Script
Draft engaging 60-90 second ad copy that speaks directly to the target listener. Focus on their pain points and how your product solves them. Include unique promo code.
6. Record and Place Your Ad
You can record an ad in-house or hire professional voice talent. Then insert it into episodes via host-reads or dynamic mid-roll placement.
7. Track Performance
Use your unique promo code and URL to measure ad effectiveness. Assess website traffic, conversions, and ROI driven by podcast ads. Refine targeting and messaging as you scale up.
Best Practices for Podcast Advertising
Follow these tips to boost campaign performance:
- Match podcast context: Choose shows with audiences and topics closely aligned to your goals.
- Focus on mid-rolls: Mid-roll ads balance high engagement with affordable costs.
- Test multiple shows: Spread budget across smaller shows to expand reach.
- Keep it short: 30-60 seconds delivers your message without losing listener interest.
- Leverage influencers: Ask podcast hosts to share personal experiences with your brand or product.
- Use unique codes: Track conversions generated by each podcast across episodes.
- Refine over time: Adjust targeting and messaging based on performance data.
Podcast advertising provides an efficient way to drive brand awareness and direct conversions through targeted, engaging audio ads. Follow this guide to effectively place ads, track ROI, and refine your approach over time. With strategic execution, podcasts ads can become an integral part of your digital marketing mix in 2023.
Start podcast advertising with Acast today
You can start a podcast ads campaign with Acast today, just head to our website. There youâll find more information about advertising with Acast, get started building your first podcast ad campaign using our self-serve platform, explore the different podcasts on our network and their listener demographics, or get in touch with us for more details.
If youve landed on this article, chances are that youâre interested in podcast advertising. And why wouldnât you be: podcast advertising works. Whether youâre looking for bang for your buck, listener attention, or to follow in the footsteps of household-name brands, podcast ads can deliver real impact for businesses of all sizes.
Acast is the worldâs leading podcast marketplace hosting more than 100,000 podcasts and working with 2,700 advertisers, so we want to share our expertise with brands and marketers looking to add podcasting to their marketing strategy.
The ultimate guide to podcast advertising is the perfect introduction and ongoing guide to knowing everything you need to know about running podcast ads.
Podcast Advertising Formats and Placements Explained
Podcasting offers various ad placements and formats. There are three main advertising formats in podcast advertising – host-read sponsorships, pre-recorded ads and branded content.
Host-read Sponsorships are longer, editorialized commercial messages delivered by the podcasters themselves. Brands and advertisers can work with podcast hosts ranging from household names to niche influencers, to deliver native, creative, and authentic audio advertising. You may also hear these referred to as âlive-readsâ.
Sponsorships are typically a 60-second ad but can run to a couple of minutes in length, and pricing terms have a higher CPM. Acastâs podcast network has over 100,000 shows to choose from, so thereâs a perfect audience for every advertiser.
Sponsorships sound like an organic part of a podcast, where the podcaster puts your messaging brief into their own words and style which makes for an improved listening experience for the podcastâs audienceâmaking them more likely to be engaged with the products or services theyâre talking about. They are typically recorded by the host of the show and seamlessly fit into the episodes.
Pre-recorded podcast ads are commercial messages supplied by the advertiser, usually featuring a voice-over artist and not a podcast host. Acast often refers to these simply as âaudio adsâ or just âadsâ, but you might also hear these referred to as announcer-read or pre-produced ads.
Pre-recorded ads offer meaningful reach at scale, that can be bought through Acasts self-serve platform, through our ad sales team, and programmatic .
Ads typically run for 15-30 (30-second ad max) seconds and the audio file for the ad is provided by the advertiser or agency. Advertisers also have the option of working with Acastâs in-house creative team to make an audio ad that cuts through.
Pre-recorded ads are dynamically inserted into podcast shows using a set of criteria called targeting. Targeting includes criteria such as campaign dates, geographic location, podcast categories, and audience demographics; which you set up before launching a campaign to determine which listeners should hear your ad or not.
Ads can be placed into podcast episodes during pre-roll, mid-roll, and post-roll ad slots.
Branded content isnât as common as ads or host-read sponsorships, but itâs still a growing and effective ad format in podcast marketing. Branded content integrates promotional or advertising messaging within the editorial content of podcasts, either as a branded segment, or branded episode, and you can even have an entire branded podcast series.
Branded content is effective as it aligns the advertisersâ products or services with the podcastâs content and the interests of the host, creating an entertaining listener experience for the audience. Itâs specifically designed to be informative, engaging, and entertaining, seamlessly blending promotional messages with the overall podcast experience. This allows brands to reach their target audience in an authentic and non-intrusive manner, enhancing brand awareness and customer engagement.
Thereâs also opportunities to extend the podcast campaign beyond the podcast itself, such as events or social promotion on platforms like Instagram, LinkedIn and YouTube.
Easy Ways to Grow Your Podcast! (Guaranteed Growth!)
How do I Run podcast ads?
The easiest way to start running podcast ads is with our self-serve advertising channel, Ad Studio. Select automatic placement to run ads across both music and podcasts. Create and manage audio campaigns that engage listeners and help grow your business. Get started for as little as $250 per campaign. Producing podcast ads on Ad Studio is easy.
How to promote a podcast ad?
You can use strategies such as dedicated landing pages, exclusive discount coupons, and consumer surveys to measure this. Make use of podcast advertising networks to find the best podcasts and the optimum placement of your ads to get the best results.
How do I buy ads for my podcast?
When it comes to buying ads for your podcast, you have several options: Ads on other podcasts: Many podcasts use ads to support the production of their shows and prefer to promote other podcasts. Ads on podcast apps: Some podcasting apps allow you to buy ads to position your podcast at the top of your category list.
How do I create an effective podcast advertising strategy?
To create an effective podcast advertising strategy, you need to find your target audience, search for the right podcasts to advertise on, and choose the best placement of ads according to your budget and advertising goals.
