The number of people who tune into podcasts continues to grow. In 2024, 76 million people listened to podcasts, according to Statista. By 2029, that number is expected to grow to 113 million listeners. With more listeners comes more opportunities to advertise.
As brands look to diversify their marketing spend, podcast sponsorships have become a viable, effective option for organically reaching new customers and retaining existing ones.
Learn more about sponsored podcasts and the types of shows you should consider working with to enhance your content marketing cycle.
What is podcast sponsorship?
Podcast sponsorship refers to advertisements within a podcast. Brands pay to promote their product through a handful of different ad formats. Sometimes, brands work directly with the podcast host, and other times, they buy ad packages through a third-party platform.
What type of podcast should you sponsor?
If your brand is ready to advertise via podcasts, you need to find the right fit. Brands often seek an industry-related podcast that caters to their target audience while providing professional, consistent content.
More specifically, your brand should consider sponsoring podcasts that:
Focus on industry-related topics, trends, and news
Start researching podcasts within your industry. You can run a Google search or you can connect with a podcast network. AudioBoom, for example, matches brands with top podcasters, while Earwolf sells advertising packages with coverage on multiple shows.
By advertising on industry-related podcasts, your product or service will likely land in front of the right audience.
Serve your audience
As with any type of advertising, its effectiveness depends on the target audience you select. You’ll waste money if you spend ad dollars on podcast ads that don’t reach your ideal customers. Podcasters provide audience demographics and insights, so be sure to ask for them so you can boost performance data.
Post professional, consistent podcasts
While it’s essential to explore a podcaster’s experience, it’s equally important to investigate his or her quality of work. If your brand collaborates with this person, he or she is an extension of your brand. To preserve your reputation, work with professional podcasters committed to their craft.
It’s also important to know when and how often a podcast airs. If, for instance, you want to start running ads for a new product several weeks before it’s in stores, a monthly podcast might not give you the runway you need.
Fit your budget
As you might expect, the more popular a podcast, the more you’ll pay for ads. As you research your options, have a budget in mind, and be willing to explore numerous options to find one that fits your industry, audience, schedule – and – financial needs.
Choose the right kind of ads
When it comes to podcast sponsorships, you have two standard formats to choose from. They include:
Pre-recorded ads
As the name suggests, an ad is recorded before the podcast and delivered to the podcaster to play during the show. Pre-recorded ads are usually read by a voice-over talent, not the podcast host, and are usually 10, 15, or 30 seconds long.
These ads can play at different times in the podcast, split into three categories, each varying in affordability.
Pre-roll
Definition: Played before the show starts.
Cost: Usually the most affordable option, but it’s also the easiest for listeners to skip.
Mid-roll
Definition: Played during the main show.
Cost: Most expensive slot since most listeners won’t stray from the show at this point.
Post-roll
Definition: Played at the end of the show.
Cost: More expensive than pre-roll, but less expensive than mid-roll.
Host-read sponsorships
As the name suggests, host-read ads are those said aloud by the host. Sometimes called “live reads,” they’re usually around a minute long and feel more organic to an audience. Since it’s the host promoting the product, the ad feels like a natural part of the show. Usually, brands ask hosts to share a personal story about their product, which adds a personalized component that drives results.
Tips to craft a podcast ad
Writing an ad for a podcast differs from generating a post for Instagram or crafting a promotional email. To be effective, you should:
- Set a goal: Know what you want the ads to accomplish and the KPIs you’ll track.
- Write for the ear: You don’t have visual aids, so you’ll need punchy, succinct copy.
- Solve a problem: Explain how your product calms common pain points.
- Get personal: As mentioned, personal stories from the host are effective and organic.
- Share a code: Entice listers to act by offering an easy-to-remember code.
- Keep it short: Most ads last for 60 seconds or less.
- Measure success: Monitor KPIs like the number of codes submitted to gauge efficacy.
- Give ads a chance to resonate: Consider running ads for 8-10 weeks.
Podcast sponsorships give content marketers a fresh way to reach new customers. If your brand plans to invest in podcast advertising, research options, set a budget, and craft an ad that’s authentic to the program itself. Remember, podcast sponsorships are yet another tool to connect with consumers that can support the other pieces of content that you manage.