The Best Practices of Podcast Advertising for Marketers

It’s no thriller that the variety of listeners tuning into podcasts have considerably elevated over the previous years. The motive is straightforward; podcasts have carved their manner into our houses by accommodating our hectic and busy existence. We at all times bounce from one job to a different, however a fifteen-minute break can flip into something since podcasts supply quite a lot of leisure at our fingertips.

A overwhelming majority of listeners tune in at house, however in accordance with Podcast Insights, one other 22% pay attention whereas they’re within the automotive. Either they’re escaping their every day commute, touring or just on the go. However, it’s obvious immediately that individuals are ditching immediately’s music and reshaping a basic type of leisure. 

But together with leisure comes advertising and marketing.

Podcast Advertising Facts

In June of 2019, Podcast Insights introduced:

  • There are over 750,000 Podcasts out there
  • There are 30 million episodes as of June 2019
  • 51% of the population listens to podcasts
  • 49% of the podcast viewers pay attention at house
  • 80% take heed to all or extra of the episodes

Since there are over 750,000 podcasts, the matters seem limitless, but this enables everybody to have entry to an “infinite” quantity of leisure. Every listener can seek for their particular style of leisure, making certain their lively participation with the present. Once a subject has been chosen, trying to find the perfect Host with acceptable content material begins.

However, matters are solely the tip of the iceberg, as a result of beneath them lies over 30 million episodes for our leisure. With this quantity, listeners are assured to seek out exhibits appropriate for them, even with the hardest of necessities.

Over half the inhabitants now listens to podcasts. It solely is smart that promoting has made the journey over, particularly since we all know {that a} overwhelming majority of listeners are listening to the present. We can observe this. Consistency is vital to model advertising and marketing. In reality, it’s every thing

Finding Your Audience

Podcast advertising and marketing could seem daunting, however as soon as damaged down, it may be utilized to quite a lot of promoting campaigns. You could end up asking the widespread query: “How do I start advertising and marketing by way of a podcast?” But earlier than we leap into that, let’s take a second to find our target market. We start the journey by trying to find our viewers’s pursuits, objectives, and values to raised perceive how a services or products will profit them.

After the first analysis is obtained and your viewers is chosen, then you may forge a singular plan by selecting an commercial commonplace and format. These will grow to be the subsequent steps down the street to acquiring the very best advertising and marketing plan for fulfillment.

Advertising Standards

Advertising requirements are established to forestall any interruption within the move of the podcast. Maximizing the listeners’ engagement and outreach of an advert. Occasionally there will probably be occasions the place an commercial can move into the dialog passively. This is one other promoting technique known as Ad-Flow however could be unreliable if it doesn’t match into the subject effectively, disrupting the move and listeners’ engagement concurrently. 

The greatest requirements at the moment are:

  • 15-second Pre-roll
  • 60-second Mid-roll
  • 30-second Post-roll

15-Second Pre-roll

These forms of ads are positioned originally of podcasts, and might both be prerecorded or live-read by the Host. Placing an advert originally of a podcast minimizes its potential of being skipped because the listener is settling right down to pay attention. It additionally maximizes a listener’s engagement.  

60-Second Mid-roll

Similar to pre-rolls, mid-rolls are positioned in… you guessed it, the center. This format permits the commercial to run because it’s hidden throughout the center of the podcast. Additionally, this content material is written into the present both in an audio clip or live-read by the Host. 

30-Second Post-roll

Unfortunately, post-rolls are unusual. Simply as a result of listeners know when the Host(s) is wrapping up the present and might exit out or transfer on to the subsequent episode earlier than the commercial begins. 

The most well-liked strategies of podcast advertising and marketing are 15-second pre-roll and the 60-second mid-roll. Typically, they’re the simplest. 


As podcasts proceed to develop, promoting does too (and its price ticket). John Lee Dumas supplies us with a formulation used to calculate costs for numerous time slots. These are the usual and basic charges that almost all of Host (s) adhere to when promoting.

  • 15-second Pre-roll: $18 per 1,000 listeners or CPMs
  • 60-second Mid-roll: $25 per 1,000 listeners or CPMs
  • 30-second Post-roll: $10 per 1,000 listeners or CPMs

The extra followers a podcast has will improve the price of putting an commercial into that slot. But one factor to recollect should you put money into podcast promoting: the upper variety of listeners may also embrace a larger outreach and talk your message additional than different podcasts with fewer listeners. Feedback may also grow to be essential, however we’ll dive into that later. 

Advertising Format

Now that we now have grasped find out how to goal our viewers and perceive the promoting requirements, let’s leap into promoting format. There are 4 greatest strategies to promoting by way of podcasts which have been profitable, these embrace:

  • The Host(s)
  • Endorsement
  • Custom Segments
  • Branded Series

The Host(s) 

The Host’s format is only determined by… you guessed it, the Host(s). This relies solely on the Host’s private and constructive expertise with a model they’ve encountered. This type of advertising and marketing turns into the most cost effective possibility for promoting because the Host(s) already loved your product earlier than anybody has reached out to them. It’s additionally an effective way to create a foothold. 

  • Listener First AttitudeWhen creating content material or ads, the Host(s) take in depth care when selecting their advertisers because of the lively relation listeners should the present and their trusted Host. The Listener First Attitude will apply to all promoting codecs; you don’t wish to be preaching to the unsuitable choir.


Giving the Host(s) an actual style of a model that has been discounted is an important technique to having your model mentioned on podcasts. When the Host praises a model, their listeners will respect and belief the Host’s opinion. We know this as a result of 80% of listeners return for extra episodes. Not solely is consistency good for the podcast, however it’s wonderful model publicity for the marketer.

Custom Segments 

Custom Segments is the place the Host and advertiser team-up with producers to create content material or an commercial round a particular matter. The purpose is to transition this with the podcast organically to keep away from disrupting the pure move of the Host(s). Segments are sometimes 5 minutes and permit all events to have an lively voice within the course of.

Branded Series 

Instead of shopping for time or making a 5-minute section, a branded collection is a devoted podcast to a particular model. The model being marketed can have all, if not vital, management over the editorial content material and execution that goes into it. Some firms that already do that in accordance with Backtracks are:

  • General Electric (G.E.) – The Message
  • McDonald’s – The Sauce
  • Sephora – #LIPSTORIES
  • Blue Apron – Why We Eat What We Eat
  • ZipRecruiter – Rise and Grind
  • eBay – Open for Business
  • Basecamp – The Distance
  • Johnson & Johnson – Innovation
  • Microsoft – .future
  • Slack – Slack Variety Pack


Advertising codecs generate a voice within the podcasting world, however one other characteristic they supply is ears that obtain suggestions communicated in numbers. They do that by amassing helpful info and knowledge designed to enhance your promoting technique. A marketer should adapt their technique to maintain goal at their target market, and that requires fixed monitoring of your instruments.

These are some instruments designed that can assist you maintain observe of your listeners:

  • Promo Codes
  • Vanity URLs
  • Baked-in

Promo Codes

Numerous sources give you statistics; nevertheless, promo codes pinpoint exactly the place your shoppers hear about your marketed model. Statistics ship essential info and knowledge that permits changes to be executed in advertising and marketing methods to find the very best technique to remain forward of the sport. Each marketing campaign is exclusive and customized to the marketer’s wants and objectives.

Vanity URLs

Much like Promo Codes, Vanity URLs direct listeners to a webpage. Providing info that displays the rise of listeners and downloads per day, week, month, and yr. With this info, a marketer can modify ads as they see match whereas nonetheless hitting their target market. Or maybe the target market has modified.


Unlike Promo Codes and Vanity URLs, baked-in ads introduced by way of podcast are baked-in to the present completely. Still don’t get it? Your advert is a stay recording. Unlike T.V. it could possibly’t be off-air, and in contrast to {a magazine} or newspaper, it could possibly’t be out of print. It will stay cemented on-line endlessly. Additionally, each client will probably be receiving the identical commercial every play or obtain.

Why It Works?

What is extra dependable than somebody you belief and respect providing you with an awesome assessment of a model they’re championing? Nothing, as a result of it has been introduced by way of a medium that’s trusted. Podcast promoting operates equally to that of word-of-mouth; folks belief and respect their Host.

Similar to influencer advertising and marketing, the Host(s) will rigorously ponder which product to market on their present. Listeners have already got the belief of the Host(s), however it’s the Host(s) duty to consider within the product that they’re promoting. This builds credibility and establishes a dependable reference to every listener, leading to a protected trade of their expertise.


Backtracks. 10 Successful Branded Podcasts

Fire nation. Podcast Sponsorships: The Ultimate Guide

iab. Podcasts Playbook: A Guide for Marketers

Forbes. A Survival Guide to Podcast Advertising

 Forbes. 10 Agency Pros Share Their Best Podcast Advertising Tips

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