Podcast Advertising
Reach engaged listeners who actually pay attention.
Podcast audiences are among the most engaged across all media. They choose their shows deliberately, listen for extended periods, and develop a strong sense of trust in the hosts they follow. That trust transfers to brands, making podcast advertising one of the highest-impact formats available, particularly for building brand credibility and driving direct response.
We plan and buy podcast advertising across the UK and international podcast landscape, from host-read sponsorships on established shows to programmatic placements at scale.
Podcast advertising formats
Host-read sponsorships
The host personally delivers your brand message, with the credibility of an endorsement built into the format
Pre-roll, mid-roll and post-roll spots
Standard audio ad placements at strategic points in an episode
Branded content and episode sponsorship
Deeper integration with a show’s content and audience
Programmatic podcast advertising
Automated buying across podcast networks for scale and targeting
Audience notes
Podcast audiences tend to be highly engaged. It’s also a growing media across South Asian and Black British communities, with a strong and increasing number of shows serving those audiences directly, creating genuine opportunities for culturally relevant podcast placements.
FAQ’s
How much does podcast advertising cost, and how much does a host-read segment cost?
The answer to this will vary greatly depending on the impressions and targeting, and also the popularity of the podcast / host.
Can I choose which podcasts my ad appears on?
Yes, the targeting that is built in means that, in most cases, you can select the podcasts that your ad will be shared on, subject to suitability.
What is the minimum budget for podcast advertising?
With audio-based advertising, you are effectively paying for impressions, so the cost will vary greatly and will be affected by factors including the reach and the duration of the ad. Our experience means we can ensure the best solution for your objectives and your budget.
How do you measure the effectiveness of podcast advertising?
Some podcasts allow tracking pixels to be placed on your website to record the traffic generated by the ads, but generally this is usually measured and managed by the client.
