What is podcast advertising?
Podcast advertising puts your brand inside the content people actively choose to listen to – often read out by a host they trust. With around 25 million people in the UK now listening to podcasts each month, it is one of the fastest-growing and most engaging channels in media.
How podcast advertising works
There are three main approaches: host-read endorsements, where the host reads your ad in their own voice for maximum trust; produced spots, which are pre-recorded ads inserted at the start, middle or end of an episode; and dynamically inserted ads, served programmatically and targeted by audience and location, for example through DAX.
Why podcasts work
Podcast listeners are engaged and loyal. They opt in, listen for long stretches and often through earphones, giving your message their full attention – and that trust converts, with research showing around 44% of UK podcast listeners have bought something after hearing it advertised. Monthly listening reaches 61% of 16–34s, making podcasts a powerful way to reach younger audiences who consume little traditional media, and UK podcast ad revenue is growing at around 14% a year.
Is podcast advertising right for you?
Podcast advertising is a strong choice for brands that want genuine engagement and trust, and for reaching younger, harder-to-reach audiences at scale.
Plan your podcast campaign with Water & Lime Media
At Water & Lime Media our media planners build podcast and digital audio campaigns around your goals, targeting the right shows and audiences at the most competitive rates. As an independent agency we do not charge retainers or long contracts, and our service is free of charge.
To explore podcast advertising for your brand, get in touch with our team today.