With podcasts hitting their stride and everyone from your favorite celebrity to your neighbor launching their own shows, it’s no surprise that podcast advertising is booming. But what does it take to craft an ad that lands with the right audience without making them hit the skip button? And more importantly, how do you avoid sounding like an infomercial from the ‘90s?
Let’s break down the art of podcast advertising, explore some great examples, and offer tips to ensure your ad doesn’t become background noise.
What Is Podcast Advertising?
Podcast advertising is when brands promote their podcasts, products, or services within podcast episodes. These ads can be dynamic, seamlessly blending into the content, or more traditional — inserted before, during, or after an episode.
Regardless of format, podcast ads tap into a highly engaged audience. Unlike other types of advertising strategies where users can easily scroll past or block, podcast listeners are often more attentive, usually because they’re multitasking or simply because the content feels personal.
This format has become one of the fastest-growing digital channels, outpacing social media, paid search, and even digital video, with more than double the growth rate of the overall digital marketing advertising market.
Now, podcast advertising isn’t your regular "hey, buy this" shtick. It’s more conversational, often reflecting the tone and personality of the show. It’s this natural fit that makes it so powerful.
Types of Podcast Ads
Not all podcast ads are created equally and have the same effect on your digital advertising efforts. Here’s a breakdown of the most common types.
By Placement
- Pre-roll ads: Played before the episode starts
- Mid-roll ads: Played in the middle, often during a natural break
- Post-roll ads: Played after the episode ends
By Format
- Host-read ads: Delivered by the podcast host in their voice and style
- Baked-in ads: Permanently embedded in the episode and included in downloads
- Dynamically inserted ads: Programmatically inserted based on the listener’s location, time, or behavior
Why Do You Need Podcast Advertising
With podcast listenership growing rapidly and projected to keep rising, brands have a golden opportunity to reach audiences that are harder to engage elsewhere. But why should you dive into podcast advertising?
- Highly engaged audience: Podcast listeners are often loyal, and they trust the hosts they listen to. This makes them more open to suggestions, including ad content.
- Less ad saturation: Unlike other digital platforms, podcasts aren’t bombarded with endless ads. Your message has more room to stand out without being lost in the noise.
- Targeted advertising: Podcasts allow you to reach specific demographics. Whether you’re selling niche software to tech-savvy listeners or marketing lifestyle products to fitness enthusiasts, there’s a podcast for your audience.
- Higher ROI: A study by Acast showed that podcast ads tend to have higher return on investment (ROI) compared to traditional forms of advertising. It’s an investment that can pay off.
And while podcast advertising rates can vary depending on the show's popularity, audience demographics, and ad placement, many brands find it worth the investment for the strong return on engagement and conversions.
8 Podcast Ads Examples
When it comes to podcast advertising, some brands just get it right. They know how to seamlessly weave their message into the show, capturing listeners’ attention without feeling intrusive. Let’s take a look at a few standout podcast ads that have nailed the art of audio persuasion.
1. Grammarly
In 2023, Grammarly ran a podcast ad campaign on Spotify to promote its tone-tweaking tool. Targeting professionals aged 25-54, the ads encouraged users to try Grammarly for free with the option to upgrade to premium.
The campaign saw impressive results, including a 6% website conversion rate, a 152% return on ad spend and over 1200 purchases of Grammarly Premium, demonstrating the power of podcast advertising to boost brand awareness and user engagement.
2. Liquid I.V.
In 2024, Liquid I.V., an electrolyte drink mix brand, engaged Gen Zers and millennials through a cross-platform campaign that included podcast ads. They sponsored popular shows like The Bill Simmons Podcast, Anything Goes With Emma Chamberlain, and The Mail-In podcast, with podcast hosts writing and reading the ad script.
This host-read format made the ad feel more personal and trustworthy, similar to influencer marketing, as listeners are more likely to engage with recommendations from trusted sources.
3. BetterHelp
BetterHelp, the online therapy service, is a classic example of host-read podcast ads. Their ads often feel like genuine recommendations from the host, and given the nature of their service, the conversational style aligns perfectly with the podcast format.
By offering promo codes, they’ve not only raised awareness but also provided an easy call-to-action for listeners to convert.
4. Indochino
Indochino, a custom apparel brand, uses podcast ads to promote its made-to-measure suits. A standout example includes the 2023 ad on The Guardian Football Weekly, where after а playful wedding-related intro, the ad shifts to how Indochino helps anyone find their ideal fit, even if they’re not the one getting married, targeting different audiences at the same time.
The ad then ends with a clear call-to-action, offering listeners a discount code to encourage immediate engagement. This personal and seamless transition style makes podcast ads feel natural and engaging to listeners.
5. Salesforce
Salesforce partnered with Spotify to reach millennial decision-makers through a multi-format campaign, leveraging podcast ads, display, and video takeovers. They targeted listeners of popular podcasts, such as The Watch, to engage users during their workday and downtime.
By running pre- and mid-roll ads voiced by show hosts, Salesforce effectively boosted brand affinity and unaided recall among listeners, driving traffic to their Customer 360 suite. This personalized approach helped connect with their tech-savvy audience in a relatable way.
6. HelloFresh
A creative marketing idea comes from HelloFresh, the meal kit delivery service, which has used podcasts to build a loyal customer base for a while now. Their ads, often mid-roll and host-read, tap into the busy lives of podcast listeners. Hosts typically share how HelloFresh simplifies their mealtime, making the ads feel more relatable and actionable.
Additionally, HelloFresh offers exclusive promotions for podcast listeners, creating a strong incentive for immediate engagement.
7. AG1 (Athletic Greens)
AG1 or formally known as Athletic Greens, a global health and wellness company that specializes in creating high-quality, plant-based nutritional supplements, implemented a long-term advertising strategy in 2022, partnering with big-name podcast hosts like Tim Ferris and Dax Shepard. They favor maintaining consistent relationships with podcasters, rather than doing one-off ads, even during tough economic times.
They track success using vanity URLs, post-purchase surveys, and their team’s intuition. Over time, they’ve shifted to also working with influencers across platforms for better engagement beyond just podcast ads.
8. Feeding America
In 2022, Feeding America, the largest charity working to end hunger in the United States, used a podcast-centric audio campaign on Spotify to raise awareness about food insecurity around the holidays. Targeting adults above the age of 25, they utilized host-read ads across a range of podcasts, aiming to emotionally connect with listeners.
Their efforts resulted in a significant lift in message association and increased user intent to support the cause. This campaign effectively reached a large audience during a time when donations were crucial for families in need.
Podcast Advertising Best Practices
If you’re considering dipping your toes into podcast advertising, here’s a few tips to help you get the most out of your investment.
- Choose the right podcast: Not every podcast will align with your brand. Be strategic in selecting shows with an audience that matches your target market. The best podcasts for ads have engaged, niche audiences that align with your brand values and goals.
- Leverage host-read ads: Trust is the currency in podcasting, and host-read ads capitalize on that trust. When hosts recommend a product in their voice and in their style, it feels more genuine and trusted by listeners, which enhances the effectiveness of your podcast marketing efforts. The more personalized, the better.
- Be clear and direct: Your ad copy should be concise and easy to understand. You don’t have much time, so make sure your key message and call-to-action are front and center.
- Offer exclusive deals: Listeners love a good deal. Incorporating promo codes, exclusive offers, or trial periods can drive conversions. Plus, tracking these codes helps you measure the success of your campaign.
- Integrate with the show: The best podcast ads feel like a natural extension of the show. Whether it’s incorporating a bit of humor or referencing the episode’s topic, ads that seamlessly blend in can help keep listeners engaged.
- Partner with a podcast agency: Collaborating with a specialized podcast production agency helps streamline the process, from identifying relevant shows to negotiating placements and measuring effectiveness.
Podcast Advertising Examples: Bottom Line
Podcast advertising, when done right, has the potential to connect with an engaged, loyal audience in ways other digital ads simply can’t. By understanding the different types of podcast ads, learning from successful examples, and following best practices, you can create ads that resonate and convert.
From intimate host-read ads to dynamic placements, podcast advertising offers flexibility and personalization that few other mediums can match. So, whether you’re a startup or an established brand, it’s worth exploring how podcast ads can amplify your message.
And, if you're passionate about business, marketing, and technology, check out DesignRush's podcast for fresh insights and engaging content to dive into.
Our team ranks agencies worldwide to help you find a qualified partner. Visit our Agency Directory for the top podcast production companies, as well as:
- Top Audio Production Companies
- Top Video Production Companies
- Top Content Marketing Agencies
- Top Media Buying Agencies
- Top Podcast Production Companies in Los Angeles
Our design experts also recognize the most innovative design projects across the globe. Given the recent uptick in video podcasting, you'll want to visit our Awards section for the best & latest in video production.
Podcast Advertising Examples FAQs
1. How can I track the success of my podcast ad?
Promo codes and unique URLs are the most common ways to track the performance of podcast ads. These help measure the number of listeners that convert to customers after hearing the ad.
2. How do I get started with podcast advertising?
To start, research podcasts that align with your brand’s audience. Reach out to podcast networks or agencies that specialize in podcast ads to discuss placement, pricing, and campaign goals.
