Podcast advertising: your ad inside the shows your customers listen to.
Your ad plays inside podcast episodes across many shows, aimed at the listeners and the area you choose, with a monthly report of who heard it.
- Inside the episode. In the breaks of the show, the way a radio spot plays.
- Many shows, one audience. Aimed at the listener and the area, not tied to a single show.
- A report of who heard it, not just where it ran.
Ads placed into podcast episodes as they play
Many podcast ads are now placed into the episode at the moment someone presses play, rather than recorded into it. That is what lets an ad be aimed: the same episode can carry your spot for a listener in your area and a different one for a listener somewhere else.
So instead of buying one show and hoping its audience is yours, the ad follows the listener across the shows they choose, within the area and audience you set.
Podcasts are heard in the same moments as music: in the car, at the gym, on a job site, with no screen in view. The spot does the work on its own.
Heard with the screen off, in the shows they chose.
What we handle
From the audience to the monthly report.
- Listener audience and area set-up
- Placement across many shows
- Trafficking your recorded spot
- Frequency caps, so one listener is not worn out
- A monthly report of plays and reach
- Visits counted, where there is a location
How it runs
- Choose the listeners
The audience you want and the area they live in: a metro, a list of zip codes or a radius around your location.
- Bring the spot
The recorded ad. The same recording can run in podcasts and on streaming music.
- It plays inside the episodes
In the shows your listeners choose, on the phone, in the car and on a speaker at home.
- Report
Every month you see how many times it played and how many people it reached. Where there is a location to visit, visits can be counted too.
With the rest of your audio
Podcasts and streaming music reach the same people at different times of day, so they are usually planned together. The retail campaign we published ran ads in podcasts, streaming music and digital radio at once.
More connected audio
Spotify, Pandora & Amazon Ads
Your ad between songs on Spotify, Pandora and Amazon Music, only in the area you choose.
Explore servicePodcast Advertising across Minnesota
26 Minnesota markets, each with its own local page. We run campaigns anywhere in the country.
Questions people ask
What people want to know before they start, answered the way we would answer on a call.
Do I choose which podcasts my ad runs on?
The ad is aimed at the listener and the area rather than at one show. If there are topics you would rather not appear next to, tell us at the start.
Is a podcast ad the same as a radio ad?
The spot can be the same recording. The difference is how it is aimed: a radio spot buys a time slot on one station, while a podcast ad is aimed at a listener and an area and comes back with a report of who heard it.
How do I know it is working if nobody can click it?
Audio is measured by plays and reach: how many times the ad was heard, and by how many different people. Where the business has a location, visits can be counted too. Most listening happens with the screen off, so clicks were never the point.
Tell us what you need. We will show you where to start.
Tell us your goals. We'll show you the plan — and the numbers behind it.