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Should You Be Advertising on Podcast Player Apps?

May 17, 2024 Deciphr AI
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Podcast advertising is unique in that it allows you to reach a highly engaged audience that is often invested in the content they're listening to. Here are some reasons why you should advertise on podcast player apps:

  • Targeted Audiences. You can target specific podcast genres and ensure your ads reach a relevant audience.
  • High Engagement. Listeners are often highly engaged and invested in the content they are listening to.
  • Brand Awareness. Podcast ads can help increase brand recognition and reach new audiences.

Once you've decided to advertise on podcast player apps, there are a few ways to get started, such as sponsorship, programmatic advertising, or direct advertising. However, creating a compelling podcast ad is not as simple as placing one. 

Read on to find out how to do it right.


Get ready to take a dive into the world of podcast advertising, where the possibilities are endless and the audience is hungry for engaging content. If you're tired of traditional advertising channels and ready to explore new horizons, then you're in the right place.

We'll cover everything from benefits to best practices for creating an effective ad campaign. And, if there’s anything to expect… this wouldn’t be a snooze-fest like those boring lectures in college.

So, let's get started and see how you can tap into the power of podcasting to boost your brand's reach and engagement!

What is a Podcast Player App? 

Think of podcast player apps as your gateway to audio entertainment. 

Whether you're commuting to work, hitting the gym, or cooking up a masterpiece in the kitchen, a podcast player app lets you easily access your favorite shows and discover new ones.

Plus, with the rise of smart speakers and voice assistants, listening to podcasts has never been more convenient. Simply ask Alexa or Google to play your favorite show, and voila - you're transported into a world of audio storytelling.

Why Advertise on Podcast Player Apps?

Let's face it, we all hate ads. They're like those uninvited guests that show up at your party, eat all your food, and refuse to leave. But what if we told you that podcast ads are different? That they're like the cool, funny, and interesting guests that actually add value to your party. Well, it's true! Here's why you should be advertising on podcast player apps.

Targeted Audiences 

Do you know that feeling when you're trying to sell vegan protein bars to a room full of meat lovers? Not ideal, right?

With podcast player apps, you can target specific podcast genres and ensure your ads reach a relevant audience. 

This means that if you're a brand that sells pet products, you can advertise on a pet-related podcast and avoid the awkwardness of trying to sell dog toys to a bunch of cat people.

High Engagement 

Podcasts are like those captivating storytellers that have you hanging on to every word. Listeners are often highly engaged and invested in the content they are listening to. This can make them more receptive to ads than someone mindlessly scrolling through their social media feed. 

So, instead of interrupting their scrolling, why not slide into their DMs in the form of a podcast ad?

Brand Awareness 

Building brand awareness is crucial for any business. And podcast ads can be a powerful tool for achieving that. With the right messaging, ads can help increase brand recognition and reach new audiences. 

The next time someone asks you about your brand, you can confidently say, "Oh, you haven't heard of us? We're kind of a big deal in the podcast world."

How to Advertise on Podcast Player Apps

Alright, let's dive into the nitty-gritty of how to advertise on podcast player apps. Don't worry; it's not rocket science! Here are a few methods to get started:


This is the OG of podcast advertising, where you pay to have your ad read aloud during the podcast. It's called a "host-read" ad, as the podcast host will typically read the ad copy themselves. It's a great way to get your brand in front of a captive audience and leverage the host's credibility and influence.

Programmatic Advertising

Programmatic advertising is a fancy way of saying you can automate the process of buying and placing ads on podcast player apps. This can be done through a programmatic advertising platform or through a podcast advertising network.

It's a more hands-off approach that allows you to reach a wider audience without the hassle of manual placement.

Direct Advertising

If you have a specific podcast in mind that you would like to advertise on, you can reach out to the podcast directly to discuss advertising opportunities. This approach allows you to tailor your ad to the specific audience of the podcast and work directly with the podcast host to create a custom ad that fits seamlessly into their content.

No matter which approach you choose, make sure you do your research and choose podcasts that align with your brand and audience. And remember, podcast listeners are a savvy bunch, so keep it authentic and provide value in your ad messaging.

How to Create Effective Podcast Ads

So, you've decided to advertise on podcast player apps, but how do you create ads that will actually resonate with listeners? Here are a few methods to help you create effective podcast ads:

Keep it Short and Sweet 

Podcast listeners are busy people. They're usually multitasking while listening to podcasts, so it's important to keep your ad message short and sweet. 

Don't try to push too much information into your ad, and avoid using complex language or industry jargon. Instead, focus on the benefits of your product or service and how it can help improve the listener's life.

Be Authentic 

Podcast listeners are savvy consumers, and they can spot inauthenticity from a mile away. So, when creating your ad, it's essential to be transparent and authentic. 

Avoid sounding too salesy or pushy, and focus on providing value to your audience. Be honest about what your brand offers and what sets it apart from the competition.

Offer Value 

Podcast listeners love a good deal. Consider offering listeners a special discount or promotion to encourage them to engage with your brand. This can be an effective way to convert listeners into customers and build a relationship with your audience.

Use Storytelling

Podcasts are all about storytelling, and incorporating storytelling into your ad campaign can help you connect with your audience on an emotional level. 

Use anecdotes or personal experiences to showcase the benefits of your product or service.

By telling a story, you can help listeners visualize how your product or service can make their lives better.

Know Your Audience

Before creating your ad campaign, it's vital to know your audience. Who are you targeting, and what are their interests? What do they listen to, and what do they care about? Answering these questions will help you create a targeted and effective ad campaign. 

You can use demographic data, listener feedback, and audience research to create ads that resonate with your target audience.

Measure Your Results

Finally, as with any advertising campaign, it's essential to measure your results and adjust your strategy accordingly. Most podcast player apps offer analytics and tracking tools to help you measure the effectiveness of your ad campaigns. Use this data to optimize your campaigns and improve your results. 

By tracking your results, you can identify what's working and what's not and adjust your strategy accordingly.

Final Thoughts

With lower costs and higher conversion rates than traditional advertising methods, this mode of advertising is definitely worth exploring. 

In the end, podcast advertising can be a fun and creative way to promote your brand or product. With the right strategy and execution, you can create ads that people genuinely enjoy listening to and remember long after the episode has ended. So, go and try it out for yourself and see where it takes you. You might be surprised at the results.