Podcast marketing includes both advertising on existing podcasts and creating your own show. With millions of podcast listeners, it is a powerful channel for reaching engaged audiences.
Podcast Advertising Options
View Advertising Types
Host-Read Ads: Host personally endorses product. Most effective, highest CPM (£15-50+).
Pre-Produced Ads: Recorded spots inserted into show. Less personal, lower cost.
Pre-Roll: Before episode content. Shorter, less expensive.
Mid-Roll: During episode. Highest engagement, premium pricing.
Post-Roll: After episode. Lower attention, lower cost.
Finding Podcasts to Advertise On
- Podcast networks (Acast, Wondery, iHeart)
- Podcast advertising platforms (Spotify Ad Studio, AdvertiseCast)
- Direct outreach to show hosts
- Look for audience alignment, not just size
- Check listener demographics and engagement
Starting Your Own Podcast
- Define clear niche and target audience
- Plan content calendar (consistency matters)
- Invest in decent audio quality
- Distribute on all major platforms
- Promote through other channels
- Repurpose content (clips, blog posts, social)
Podcast Marketing Benefits
Podcasts build deep trust through long-form content. Listeners are engaged and loyal. Host endorsements feel like recommendations from a friend. Your own podcast positions you as an authority and creates ongoing content.