Podcast Advertising: Everything You Need To Know In 2024

Pat Walls

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Updated: September 12th, 2024

What Is Podcast Advertising?

Podcast advertising refers to promoting your brand during a podcast.

According to Buzzsprout, podcasts currently reach over 68 million Americans on a weekly basis, and the number will continue to increase.

With so many Americans listening to podcasts, it is easy to get your message in front of potential customers. Therefore, embracing podcast advertising can boost your brand awareness.

Podcast Advertising Key Takeaways

Podcasts tend to be a highly engaging medium for delivering advertisement messages.
Podcast advertising gives businesses the ability to produce highly tailored content and to attract a highly engaged audience.
According to Edison Research, podcast consumers are more likely to consider the brands they hear advertised on their favorite shows.

Understanding How Podcast Ads Work

During a podcast, the host will talk about the sponsors at the beginning (15-seconds pre-roll), or the middle of a podcast (60-seconds mid-roll).

However, some podcasts offer end-of-show advertising as well. The end of show podcast advertising includes a call to action in a way, guiding the listener to take action.

The heightened podcast engagement creates great opportunities for targeted advertising. However, plenty of things could go wrong if you do not know what you are doing.

If you are getting into podcast advertising, ensure you understand your target audience and align your efforts with their expectations.

Real World Examples of Podcasts Advertising That worked

1. Blue Apron

Blue apron is an American ingredient and recipe meal kit service which exclusively operates in the United States.

The podcast why We Eat what We Eat, is a good example of how to deploy podcast advertising.

The show encourages listeners to forget they are listening to a corporate product by saving the branding for the credits.

Besides, the host remains focused on entertaining while discussing food trends and the origins of cultural and societal eating habits.

The podcast shows position Blue apron as a source of nutritional and cultural knowledge as well as a place that delivers quality eats.

2. Rachel Hollis

Rachel Hollis an American entrepreneur and bestselling author, uses podcasts to reach her audience.

In her podcasts, she interviews entrepreneurs and offers her audience applicable tactics and advice for running a business or becoming a better entrepreneur.