Podcast
Podcast advertising
Podcasts are often listened to on headphones, in full episodes and by listeners who actively chose the show. That creates a level of attention few other media can match. PR360 helps you choose the right podcasts, the right ad format and a realistic way to measure impact.
How do podcast ads work?
Ads can run before the episode (pre-roll), during it (mid-roll) or at the end (post-roll). Mid-roll usually gets the most attention, because the listener is already engaged in the content.
Many podcasts use dynamic ad insertion. The ad is inserted when the episode is downloaded or streamed, so it can also reach listeners of older episodes – and be targeted by geography and time. Host-read ads can either be baked into the episode or inserted dynamically.
Three ad formats
Host-read ad
The host talks about the product in their own words. High credibility, but less control over the wording.
Produced spot
A finished audio spot inserted into the episode. The same message everywhere, and existing radio spots can often be reused.
Sponsorship
A fixed association with a show over a period. Builds a strong link between brand and content.
Host-read, produced spot or sponsorship?
The ad format matters more in podcasts than in most other media, because listeners have a relationship with the host.
| Aspect | Host-read | Produced spot | Sponsorship |
|---|---|---|---|
| Credibility | High – the host's own recommendation | Medium – perceived as advertising | High over time |
| Control over the message | Limited, guided by a brief | Full | Partial, agreed with the show |
| Scalability | Low – one show at a time | High – across many podcasts | Low – one fixed partner |
| Suitable when | The product needs explanation and trust | You want to reach many listeners with one message | You want to be associated with specific content |
Choosing the right format
Are podcasts the right channel for you?
Podcasts are powerful, but narrow. Here is an honest assessment of typical situations.
Your audience is defined by interests – business, sport, finance or health
Podcasts are a good fit, because listeners gather around specific topics.
You need to reach a very broad population quickly
Radio reaches far more people in a short time. Podcasts can add depth.
Read about radio advertisingThe product needs explanation or trust
A host-read ad in a relevant show is often the strongest option.
You already have radio spots
Spots can often be reused in podcasts with dynamic insertion, keeping production costs down.
What makes podcasts different
High attention
Listeners actively choose the show and often hear the whole episode, typically without skipping during the ads.
A trusted voice
A host that listeners know and trust gives the message a different weight than a standard ad.
Precise niches
Topic-based shows make it possible to reach audiences that are hard to isolate in broader media.
Long shelf life
Baked-in ads are heard for as long as the episode is played – even months after release.
Placement and production
These choices determine how listeners experience the ad:
Pre-roll
Before the episode starts. Good for short messages and broad reach.
Mid-roll
In the middle of the episode, when the listener is engaged. Usually the most effective position.
Post-roll
After the content. Fewer listeners, but cheaper and useful as a reminder.
Host brief
For host-read ads we write a brief with the key message, facts and caveats – while leaving room for the host's own voice.
Selection and targeting
In podcasts, choosing the show is the most important form of targeting.
Show and genre
We select podcasts by topic, tone and listeners – not by size alone.
Geography
With dynamic insertion, ads can be targeted to listeners in specific areas.
Timing
Campaigns can be scheduled by period, so ads follow launches and offers.
Brand suitability
We assess the content and tone of each show to make sure it fits your brand.
How we work with podcasts
- 01
Audience and topics
We map which topics and shows your audience listens to.
- 02
Selection
We compare relevant podcasts on listeners, tone, ad formats and price.
- 03
Brief or spot
We write briefs for hosts or adapt audio spots to the podcast format.
- 04
Follow-up
We collect delivery data and impact measures and assess which shows to continue with.
Measuring podcast ads
Podcasts are measured differently from online advertising, and it is important to know the limitations.
Downloads and delivered ads
Number of delivered ads, measured according to industry guidelines for podcast measurement.
Promo codes and landing pages
Unique codes or URLs mentioned by the host give a direct – but incomplete – picture of impact.
Post-purchase survey
A simple question about where the customer heard of you captures impact that codes miss.
Brand lift
Awareness studies among listeners and non-listeners for larger campaigns.
Keep in mind: A download is not the same as a listen, and audio has no clicks. Podcast impact is therefore often underestimated if you only look at promo codes. We combine several methods to get an accurate picture.
FAQ
Frequently asked questions
Get advice on podcast advertising
Tell us who you want to reach, and we will find the podcasts and the ad format that fit your message.