Video may have killed the radio star, but radio’s millennial offspring, the podcast, shows no sign of slowing in popularity.
Not only is the podcast industry continuing to grow but podcast advertising has become a key global marketing tool.
That means, if you’re planning a marketing strategy in 2025, you’d do well to include podcast advertising as part of that.
This is not about hopping up on the bandwagon, either.
It’s about reaching your share of the nearly 550 million current global podcast listeners (23.5% of ALL Internet users) and growing your brand or business across the world.
Of course, if you do decide to engage in podcast advertising, it’s not enough to just throw dollars at it and hope for the best.
There are huge benefits to be raked in, but you’ll need to know something about the different styles of podcast advertising, the ad formats that work, and who the heck is listening anyway.
That’s why we’ve put together everything you need to know about podcast advertising in 2025. So, read on!
What is Podcast Advertising
Podcast advertising is a type of paid audio marketing that listeners will hear during the course of a podcast episode.
As any fan of Only Murders in the Building will tell you, podcasts can be pretty specific in terms of the subject matter they cover.
With that in mind, the more targeted the ad is to the particular podcast audience, the better the chances of it really resonating with those tuning in.
The Reason for Podcasts’ Popularity
Podcasts have been around since 2004, but a decade ago, most people hadn’t even heard of them.
However, things have changed rapidly since then. From comedy, (boasting the largest listening audience in the US,) to true crime, which actually brought the medium into the mainstream in 2014, you can bet there’s a podcast for nearly every interest.
Additionally, it’s unlikely that podcasts’ popularity is going to take a nosedive any time soon. Most listeners love them because:
- They’re free. Sure, some podcasts are offered through paid subscription models. But the vast majority of them are free to listen to once you have an internet connection and a device to listen on.
- They’re easy to access. You can easily find any kind of podcast through browsers, apps, or YouTube.
- They’re portable. Whether you’re walking the dog, doing the dishes, or driving to work, as long as you have your smartphone to hand, you can also escape into the world of your favorite podcast. It’s the ultimate multi-tasking-friendly medium.
- They create community. Savvy podcasters often build their listenership through podcasting groups on various social media, or fans create these groups themselves. Either way, once someone finds themselves gripped by a specific show, connecting with other like-minded people passionate about the program or topic is relatively easy – and fun.
The Benefits of Podcast Advertising
The continual popularity of this medium is a major reason to think seriously about podcast advertising.
For businesses targeting millennials and Gen Z consumers, it’s particularly advantageous as, in the States alone, these demographics make up 61.6% of all podcast listeners and are only set to grow in 2025.
But there are several other big benefits to including podcast advertising in next year’s marketing plan.
Benefit #1: Podcast Advertising Gives You More Bang for Your Buck
Okay, confession time: I lied earlier—the video didn’t kill the radio star. In fact, a recent report by Nielsen found that a whopping 93% of adults listen to the radio each week.
But while advertising on national radio can get your brand blanket coverage it doesn’t stretch your ad dollars in the way that podcast advertising can.
If you take the leap into sponsoring a podcast show or episode, for instance, you’ll often find it includes placements on the show’s website, social media channels, and email campaigns.
Benefit #2: Podcast Advertising Can Extend Brand Reach
Podcasts tend to be niche. Listeners tune in because they’re specifically interested in the show’s topic.
Advertising on shows aligned with your brand is a no-brainer, then, as it enables you to connect with consumers who are likely to be already interested in what your product or service can offer.
Benefit #3: Podcast Advertising Can Boost Brand Awareness
Podcast audiences are generally loyal and engaged. Plus, even if they are doing those dishes or walking that dog, they still actively listen.
What this means for you is that they’re more likely to notice and remember ads.
In fact, according to recent statistics, 64% of consumers claim they listen fully to the ads on their podcasts, while a whopping 95% of folk who regularly tune in take action after hearing one.
Benefit #4: Podcast Advertising Helps Enhance Credibility
Fans don’t just follow podcasts—they follow the hosts. In many cases, the host already had celebrity cred’, but there are a lot of previously unknown podcast presenters who’ve since found fame behind the mic.
The positive point about this for advertisers is that when listeners trust a podcaster, they’re likely to trust the products that the podcaster recommends.
And yup, there are stats to back that up. According to podcast company Acast, 54% of listeners trust that presenters only wax lyrical about brands they genuinely support.
Podcast Ad Formats
Once you’ve taken the leap to embrace podcast advertising, you have to choose an ad format.
There are several different kinds of podcast advertising formats but the most popular are pre-recorded ads, host-read sponsorships, and branded content.
Pre-recorded Ads
Professional, pre-recorded ads usually feature voice over actors, and maybe some music and sound effects. They typically last between 15-30 seconds.
Produced separately from the podcast, they’re then placed strategically at selected spots throughout the episode.
A benefit of a pre-recorded podcast ad is the fact that you have complete control over the content. You’re not relying on the host to deliver your message, which they might not do in the way that you specifically want.
These forms of podcast advertising, sometimes called sponsor reads, involve the podcaster reading or chatting about the ad content live during the show.
These ads can be quick “thank you’s” to your business as the sponsor of the program, or they can be in-depth discussions about the product or service in question.
Either way, these often feel more personal and authentic, as the podcaster uses their own words to give the thumbs up.
Branded Content
Weaving informative and engaging content about your product or service throughout a show can be a great way to help listeners understand the exact benefits.
Of course, your brand will need to align with the podcast’s theme or content style. So, for example, a new whiskey company would do well to go this route with a podcast that’s well-respected in the food and drinks industry.
If you’ve caught the podcast bug yourself, you may want to roll up your sleeves to create your own branded content podcast.
Great examples to help you along this route include Why We Eat What We Eat by American food kit company Blue Apron, Lipstories by beauty retailer Sephora, and Shopify Masters from the global commerce platform Shopify.
Podcast Advertising Placements
Podcast ads can be inserted through a show in a variety of spots, but the three most common podcast advertising placements are:
1. Pre-Roll
Pre-roll ads are positioned at the beginning of a podcast episode before the main content kicks off. They’re usually 15-30 seconds long.
They’re designed to capture listeners’ attention straight off the bat and often have higher engagement rates.
This high engagement rate is one of the main reasons they’re pretty popular with marketers, particularly new kids on the podcast advertising block.
2. Mid-Roll
Mid-roll ads are inserted into the middle of a podcast episode, typically during a natural break in the content.
Sometimes these ads are a little longer than the usual 30 seconds of a pre-roll ad.
Listeners are often fully engaged in the show, even if they’re bustling about the house or driving the car, and are less likely to switch off. Advertisers can take advantage of this by engaging them with a little more depth to their ad.
3. Post-Roll
This ad is presented at the close of the show. Truthfully, it’s not the best placement as some listeners of the podcast may have switched off by this stage.
However, as a result, these placements tend to be on the cheaper side. So, if budget’s an issue a post-roll ad could be a good starting bet.
Booking your Podcast Ad
If you’ve decided on podcast advertising, there are two general routes you can take to book your ads.
The first is obviously to contact the Podcast of your choice directly and discuss the terms and conditions of advertising with them.
The second is to use a podcast advertising or marketing agency. Some of the big players out there include Acast, Next Broadcast Media, and Podspike.
Agencies are a good idea if—and hey, no judgment here—you don’t actually listen to podcasts yourself.
Or, your business is finance but your podcasts of choice are those related to D&D and high-wizardry.
Again, no judgment.
Dynamic Ad Insertion
Agencies are often a good bet as they can team you up with a podcast that really fits best with your needs.
They can also target a broad selection of podcasts on your behalf using dynamic ad insertion (DAI). This is when ads are inserted into podcast episodes in real time rather than being embedded into the show’s actual audio file.
Who hears your ad also depends on a listener’s location, device, or demographics, which means that your ad can benefit from better targeting.
After all, if you’re advertising an event in L.A. then you want listeners primarily living in Lalaland to hear it.
Likewise, if your business is based around pensions, you’ll want to target an older age group as chances are they’ll be more interested in finding out more details.
Making Your Podcast Ad
Booking your ad is half the battle. But then you need to ensure your ad stands out as something special that truly engages the listener.
So, if you’re ready to take the plunge into podcast advertising and you want to create your own ad, we can help.
Not only do we have a pool of talented, award-winning podcast voice actors across 80 native languages, but we can also offer exceptional audio post-production services to ensure your ad sounds polished and professional.
Contact us today and let’s get your 2025 podcast advertising plan up and running!
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