So, you’re halfway through your morning walk, earbuds in, and your favorite podcast host is in the middle of a story about a disastrous dinner party, when they casually drop a recommendation for a cookware brand that “literally saved” the night. You chuckle, consider buying it, and move on. But days later, there you are, Googling that same brand while planning your own gathering.
That’s the effect that podcast advertising has on us every day. It doesn’t shout. It doesn’t interrupt. It slides into the conversation like a friend offering advice. Except that friend has 100,000 loyal listeners hanging on their every word.
This is exactly why brands are leaning into and choosing to advertise on podcasts. With over 100 million Americans listening to a podcast every week and US podcast ad spend projected to skyrocket to $2.29 billion this year, the time is now for your brand to join the podcast party.
In this guide, we’ll break down the different types of podcast ads, including baked-in, host-read, and programmatic, so you can confidently decide which approach works best for your brand and audience. Whether you’re scaling impressions or looking for a niche following, this blog is your practical guide to advertising on podcasts the right way.
What Is Podcast Advertising?
In podcast advertising, digital marketing and human storytelling meet in the middle to create an ad placement within a podcast episode. At its core, it’s a way for brands to share their message directly with a curated audience of engaged listeners. These ads can sound like classic radio spots, but more often, they’re woven into the podcast experience itself; it’s one of the many types of digital ads that are evolving to meet modern audiences where they are.
Source: Podcast Launch Lab
Why Brands Are Choosing to Advertise on Podcasts
So, the big question: why podcast ads, and why now? Well, they hit the sweet spot of marketing today: authenticity, engagement, and trust.
Where social media is noisy to some users, podcasting is personal. Listeners are choosing to tune in, often for 30 minutes or more, while walking the dog, folding laundry, or commuting. It’s time that feels intimate, intentional, and distraction-free.
From a brand perspective, that’s pure gold. Here’s what makes podcast advertising a smart move:
- Attention that sticks: Listeners don’t scroll past. They listen.
- Built-in influence: Hosts have a trusted voice, and that trust extends to the brands they vouch for.
- Ads feel like part of the content: These ads flow within the episode and can even act as part of the story, not interruptions.
- Listeners are loyal: Podcast listeners have a higher-than-average completion and recall rate.
- Niche magic: Whether you’re targeting moms who code or plant-loving Gen Zs, there’s a podcast for that.
- Evergreen exposure: Many podcasts stay online forever. This means that your ad might still be converting long after it airs.
The Three Types of Podcast Ads
One size doesn’t fit all. Thankfully, podcast ads don’t ask you to choose between scale and authenticity, i.e., you can have your cake and eat it, too.
Let’s break down your options:
Host-Read Podcast Ads
When you’re listening to a podcast, you may think you’re hearing a random personal recommendation from the host in the middle of their episode. That’s because you are. These ads are a popular way for brands to advertise on podcasts with a personal touch, thanks to the trust hosts build with their audiences.
A host-read podcast ad is when the host reads the ad aloud on their show, seamlessly integrating it within the episode. These types of podcast ads typically have a 60-second run time, but can also go up to a couple of minutes at a time. The host often reads from a script, but also adds in their own experience with the brand they are advertising.
Host-read ads are the most beneficial for brands seeking to build trust and whose products will benefit from storytelling. For authentic ad placements, it’s also important that your product aligns with the host’s brand. For example, it’d be hard to understand why a host like Theo Von would advertise for Tampax.
Sourced from ChatGPT
Here are some pros and cons of host-read ads:
Pros:
- Authenticity & trust: Listeners are more likely to trust a host’s recommendations when they are loyal to their show.
- Engagement: Host-read ads tend to be more engaging than other types due to their conversational tone.
- Flexibility: Hosts can tailor these ads to fit seamlessly into their episodes while adding in their own experiences to make the ad seem like a natural conversation between the listener and themselves.
Cons:
- Higher Cost-Per-Mille (CPM): These ads are seen as more valuable than other types due to listeners’ trust in the host’s recommendations.
- Variability: The effectiveness of these ads can depend on how the host delivers them, their enthusiasm, and the audience’s reception.
- Limited scale: These ads may not scale as high as others, particularly for larger networks or shows with limited host availability.
Baked-In Podcast Ads
These types of podcast ads are embedded directly into the podcast’s original recording, usually being host-read. This means that they are prerecorded and a part of an episode permanently, which is great for an evergreen brand message with a timeless product.
Here are some pros and cons of baked-in ads:
Pros:
- Organic integration: These ads are organically woven into the episode’s content, creating a more authentic listening experience.
- Long-term value: Since these ads are permanently embedded into the audio file, baked-in podcast ads continue to reach new and repeat listeners even after the episode is no longer new, offering residual value for advertisers.
- Simplified tracking: They require a separate method of campaign tracking, which may be easier for some publishers.
Cons:
- Lack of flexibility: Baked-in podcast ads cannot be easily changed once embedded into an audio file, making it difficult to adjust them due to market changes.
- Limited analytics: They can be harder to track, monitor, or analyze, potentially hindering the ability to optimize and identify areas of improvement
- Potential for dated ads: If ads are specific to a promotion or event, these can become dated and irrelevant over time.
Dynamically Inserted Ads
These ads are placed programmatically into podcasts based on audience targeting, rather than being baked into the original recording. This means they can be easily edited or replaced in response to market changes and are best for campaigns needing flexibility, brands with seasonal promotions, or launches.
If this sounds like the complete antithesis of a baked-in podcast ad, you’re right! Instead of listing the pros and cons of these types of podcast ads, let’s compare and contrast baked-in and dynamic podcast ads.
What Are Baked-In Podcast Ads vs Dynamic Ads?
| Feature | Baked-In Ads | Dynamic Ads |
| Definition | Pre-recorded ads that are permanently embedded in podcast episodes | Ads are inserted at playback based on audience targeting and ad availability |
| Longevity | Evergreen | Timed |
| Targeting Ability | The same ad is heard by all listeners | Can target by location, demo, behavior, etc. |
| Personalization | Highly personal (often host-read) | Generic or templated (host-read optional) |
| Flexibility | Not editable after publishing | Swappable and testable in real-time |
| Measurement/Attribution | Limited (promo codes, vanity URLs) | Strong and integrates with tracking tools |
| Production Process | Integrated during episode recording or editing | Uploaded and managed separately in the ad platform |
| Cost Efficiency | Typically higher CPM | Lower CPM and scalable across many shows |
| Best For | Evergreen brand stories, loyal audience connection | Broad reach, performance-driven campaigns |
How Are Podcast Ads Measured?
Podcast advertising may sound casual, but the data behind it is anything but. Measuring success is not only possible—it’s increasingly sophisticated, giving marketers the kind of performance insight they’ve come to expect from digital channels.
At the top of the funnel, it all begins with impressions, or how many times your ad is played. Every download of an episode containing your ad counts, whether it’s baked into the content or dynamically inserted based on audience targeting. While this doesn’t guarantee the listener finished the ad, studies show podcast audiences are 36% more likely to listen through than those on video or display platforms.
When you’re aiming to track performance more directly, attribution tools step in to connect the dots between the ad and the impressions:
- Promo codes and vanity URLs: These help trace purchases, signups, or site visits directly back to your ad.
- Podcast Tools: Podscribe and Spotify Ad Analytics offer pixel-based tracking, so you can measure downstream activity across your site or funnel.
These tools give a fuller picture of how listeners engage after hearing your message, whether that’s a click, a conversion, or even just brand exploration.
And when you’re playing the long game with brand awareness? That’s where brand lift studies come into the picture. These surveys measure shifts in brand perception, recall, and sentiment after someone hears your ad. They include questions like:
- Did they remember your name?
- Did they associate your brand with specific values?
- Are they more likely to consider your product?
It’s all measurable, and it helps paint a broader picture of how your message resonates beyond just clicks.
What Are the Pricing Models for Podcast Advertising?
Budgeting for podcast advertising is pretty flexible, and there’s a model for every kind of campaign. Here’s a breakdown of the most common pricing structures:
Cost-Per-Mille (CPM)
This is the most standard pricing model, where pricing is based on every 1,000 impressions or listens. For example, a $25 CPM on a podcast with 10,000 listeners = $250 per episode. The typical range of CPM is between $15 to $50 and is dependent on where the ad is placed within the episode.
Flat Rate Sponsorships
Instead of paying per impression, you pay a set rate per episode or series. This often includes ad reads, mentions, social posts, or email promotions. Think of it like a mini brand partnership. Flat rate sponsorships are ideal for brands that want a long-term relationship with a show and a consistent voice.
Rev-Share or Affiliate Deals
In this model, you only pay when you see results, typically a percentage of each sale driven by your ad. It’s kind of like performance marketing, but for the audio world. These are great for e-commerce brands and campaigns with a clear CTA + trackable conversion funnel. Campaigns should also use tools like promo codes or custom landing pages to help attribute success.
How Do You Choose the Right Podcast for Your Brand?
Not all podcasts are created equal, and not every show is the right fit for your message. If your brand works within the healthcare space, you’re probably not going to want to place an ad on a podcast that talks about conspiracy theories.
Choosing the right podcast to advertise on is less about follower count and more about audience alignment, tone, and trust.
Here’s what to look for when looking to advertise on podcasts:
- Target audience matching: Start with your ICP (Ideal Customer Profile). If you’re targeting eco-conscious millennials or growth-stage SaaS buyers, you’ll want shows that naturally draw those listeners. The better the fit, the better the conversion.
- Category relevance: Don’t just think about demographics. Think about mindset. If your product supports small business owners, podcasts about entrepreneurship or finance are ideal. Selling wellness products? Go where listeners are already seeking self-care tips and health hacks.
- Engagement levels: Prioritize shows with high completion rates, consistent listenership, and loyal communities. These aren’t just passive audiences, they’re raving fans who are invested in what the host has to say, including your ad.
- Host influence: You should look for podcasters who genuinely align with your values and have a strong rapport with their listeners. Because when they talk, their audience listens and trusts their expertise.
Types of Podcast Ads: An Easy Comparison Chart
How Marketwake Brings Your Message to the Right Ears
With the vast array of podcasts available, pinpointing the perfect platform for your brand’s message can feel overwhelming. Don’t just place an ad. Ensure your message resonates with the right audience, drives brand awareness, and contributes to your team’s revenue goals.
At Marketwake, we don’t just buy podcast ad space, we craft strategic podcast advertising campaigns tailored to your brand’s unique voice and objectives. Here’s how we make it happen:
- Strategic collaboration: We work side-by-side with you to understand your brand, audience, and goals, ensuring that every podcast partnership aligns with your vision.
- Data-driven decisions: Our passion for optimization and testing allows us to set and adjust KPIs in real-time, maximizing performance and ROI.
- Omnichannel expertise: Beyond podcasts, our proficiency spans across major ad platforms, including Google, Bing, Pinterest, and more, ensuring a cohesive and comprehensive paid media strategy.
- Budget stewardship: We treat every dollar as if it’s our own, focusing on measurable results without unnecessary expenditure.
Ready to amplify your brand’s voice and advertise on podcasts? Explore our Podcast advertising offering.
Frequently Asked Questions
How Much Does It Cost to Advertise on a Podcast?
To advertise on podcasts, you can expect to pay between $1,000 and $3,000 to buy podcast ads that generate 100,000 listens.
Is Podcast Advertising Worth It for Small Businesses?
Podcast advertising can be a valuable tool for small businesses as it offers benefits like targeted reach, higher recall rates, and potential for strong ROI.
