How to Advertise on a Podcast

As podcasts become more prominent in the public eye, brands are utilizing their reach in marketing efforts. Picking the right podcast to advertise on can lead to a huge influx of new customers that haven’t heard of your product before. In this blog, we’ll talk about podcast advertising, the benefits, and the potential downsides.

What is Podcast Advertising?

Podcast advertising is when a brand pays a podcast to advertise on their platform. Simple from a conceptual standpoint, but there are plenty of ways you can take advantage of this marketing tactic.

Commonly, podcast advertisements will consist of host-read ads, where the host mentions your podcast at some point during their stream. Dynamically inserted ads are also a good type of product advertisement. These ads are pre-recorded, like a radio commercial, and are played at the beginning, end, or middle of a podcast.

Once you decide on the type of advertisement you want to use, you’ll pay the podcast through a CPA or CPM pricing model. CPA is where the podcast gets paid for everytime someone buys something from your website and CPM is where you pay a set amount for every one thousand times your ad is streamed or downloaded on their podcast.

What are the Pros and Cons?

Now let's take a look at some of the benefits and drawbacks.

The biggest benefit of podcast advertising is the ability to reach a huge audience. Millions of people listen to podcasts every day, so your brand awareness can explode from just one episode of advertising on a podcast.

At the same time, this can be a little bit of a drawback. The majority of podcast advertising will be top of the sales funnel awareness, which means you might not necessarily be bringing in a ton of direct conversions. However, this all depends on the podcast you’re advertising to, if your product appeals to the audience, and a variety of other factors.

You also need to consider timing. If you’re choosing to offer a sale in a podcast, keep in mind people often listen to older episodes so they may hear an ad that is out of date.

All in all, the benefits of podcast advertising can far outweigh the drawbacks, so it’s definitely worth looking into for brands looking to expand their marketing strategy. Visit this website if you need to advertise on a podcast.