Podcast Advertising Guide 2025 (Cost, ROI, Stats, Types + Checklist)

Is podcast advertising only for big brands with cash to burn? Not even close.

I hear from coaches, creators, and consultants all the time with great offers and strong delivery but no visibility. Their target audience is out there. They just haven’t heard them yet.

Podcast ads help you get in front of the right people, without wasting time or playing algorithm games just to create brand awareness.

This guide breaks down how podcast ads actually work, what they cost, and how to get results. You’ll see real podcast advertising campaign examples, ad script formats, and the different platforms you can use to run ad campaigns.

So here’s the real question: why let your podcast sit quiet when it could be pulling its weight?

What Is Podcast Advertising?

Podcast advertising is paid promotion that lives inside a podcast, not around it. It’s a podcast marketing strategy that doesn’t interrupt the user experience. It is the experience.

Types of podcast ads:

• Scripted lines read by the podcast host
• 15-60 second pre-recorded ads
• Sponsored content ad segments or branded podcast episodes
• Bonus plugs on the host’s socials or email

When done right, they don’t sound like ads. They sound like a friend recommending something that actually works.

How Does Podcast Advertising Work?

There are two main ways to get your ad placed:

1. Direct podcast sponsorships. You choose the show, write the message, pick the ad spot, and sometimes get social/email shoutouts too.
2. Ad platforms. Upload your ad, set a budget, and the platform matches it to shows. It’s fast and hands-off, but less control.

Either type of ad works. It depends how involved you want to be.

Are podcast ads targeted?

Yes, podcast ads are targeted, but not just by data. Here’s why they work:

• Niche shows resonate with niche listeners.
• Hosts build trust with their podcast audience.
• Your message shows up in the right conversation.

No need to chase hacks or scroll-stopping tricks. The right people are already listening.

Podcast ad placements

Where your ad shows up in the episode matters:

• Pre-roll ads: Right at the start, short and punchy.
• Mid-roll: In the middle, high attention, usually host-read.
• Post-roll: At the end of the episode, fewer listeners but still useful.

Mid-roll usually performs best, but strong pre-rolls work too if the hook is solid.

5 Types of Podcast Advertising

There are five main types of podcast ads: host-read ads, announcer-read ads, sponsored segments, programmatic ads, and dynamic ad insertion. 

Each works differently depending on how much control you want, how fast you need to scale, and how much trust you’re trying to build.

Here’s what each type looks like, plus where to run them if you’re ready to test.

1. Host-read podcast ads

Best for: Trust-building, expert services

The host reads your message in their voice. It blends into the episode.

Why it works:

• Feels personal, not scripted
• Higher engagement and trust
• Great for high-ticket or coaching offers

Where to run it: Gumball, Podcorn, or direct outreach.

2. Announcer-read podcast ad

Best for: Funnels, evergreen offers, retargeting 

You provide a polished, pre-recorded spot. Sounds more like a commercial.

Why it works:

• Quick to scale
• Easy brand control
• Consistent delivery across shows

Run it with: AdvertiseCast, Acast.

3. Sponsored podcast segments

Best for: Launches, storytelling, brand authority

You sponsor a full segment or episode. The host weaves your offer into the content.

Why it works:

• Tells a bigger story
• Deeper connection and impression
• Feels like a feature, not a pitch

Try: Talks.co, Podchaser, or direct deals.

4. Programmatic podcast advertising

Best for: Fast launches, wide reach, testing types of podcasts

Set your target demographics and budget. Ads are placed across dozens of shows automatically.

Why it works:

• No host negotiations
• Quick start
• Ideal for time-sensitive promos

Use: Spotify Ad Studio, Triton Digital, Megaphone.

5. Podcast dynamic ad insertion (DAI)

Best for: Evergreen libraries, limited-time offers

Insert or swap ads into existing episodes without re-recording.

Why it works:

• Ads stay fresh
• Easy to update
• Perfect for workshops, product launches, or sales

Use: Libsyn, Spreaker, Omny Studio.

Podcast ad delivery methods

How your ad is placed inside the episode:

• Baked-in: Recorded as part of the episode. Can’t change it later. Use for evergreen offers.
• Dynamic: Added after publishing. Can be swapped, paused, or removed. Use for promos and seasonal podcast ad campaigns.

Most advertisers use both for their podcast business plan. One builds long-term exposure. The other gives you flexibility.

How to choose the right podcast ad type for your campaigns

Here’s how to match your offer with the right ad type:

Start small. Test one format. Then scale what works.

5 Benefits of Podcast Advertising

An ad on a podcast doesn’t interrupt scrolling. They reach podcasts listeners who are already engaged and trust the host. That changes how different types of podcast ads hit.

1. Podcast advertising effectiveness

Listeners stick around. No skip button here. Ads feel like trusted recommendations.

• 86% recall podcast ads
• 69% take action after hearing one (Edison Research 2024, Podnews 2025)

2. Podcast advertising ROI

It’s about reaching the right audience, not just big numbers.

• $21.37 CPM for 60-second ads (Libsyn, Sept 2024)
• 5,000 downloads = about $213 for two ads
• Weekly ads cost $850+ before upsells
• Business and finance niches push CPMs over $30

3. Podcast advertising metrics

You get data that matters:

• Downloads and listen-through rates
• Promo code redemptions
• Clicks on custom URLs

Platforms like Buzzsprout and Acast give clear, useful statistics.

4. Podcast advertising trends

It’s not just 60-second spots anymore.

What’s getting results:

• Host-read ads baked into the episode
• Dynamic ads that update across your catalog
• Sponsored segments that blend into the show

Mid-roll, host-read ads still lead the pack. They hit when attention’s at its highest.

5. Podcast advertising statistics

Podcast ad spend isn’t slowing down.

• $1.4 billion in US podcast ad spend (2021)
• $2.3 billion (2023)
• $2.55 billion projected (2025)
• $4.5 billion global spend by 2025 (Podnews 2025)

More brands invest but few creators cash in. There’s room for smaller shows to break through.

How Much Does Podcast Advertising Cost?

Most ads use CPM (cost per mille) pricing or cost per 1,000 downloads.

• Average CPM: $21.37 for 60 seconds (Libsyn)
• 5,000 downloads = about $105 per ad
• Two ads per episode: $210
• Weekly ads: $850+

If you’re tracking conversions, expect cost per acquisition (CPA) to land between $50-$150 depending on your offer and funnel.

How much are podcast ads?

Podcast advertising costs vary based on:

• Ad placement (pre-roll, mid-roll, post-roll)
• Ad type (host-read vs. announcer-read)
• Audience niche (business, finance, health cost more)
• Distribution model (direct vs. programmatic)

Loyal, targeted shows charge more for host-read or baked-in ads.

Podcast advertising calculator

Here’s a quick cheat sheet to estimate podcast ad costs using average CPM:

Double the numbers if you want to run two ad slots in one episode.

How Much Do Podcast Ads Pay?

You usually start earning with 5,000+ downloads. Below that, flat fees or affiliate deals are common.

• Small shows with 5,000-10,000 downloads make $500-$2,000/month, depending on ad type.

Examples from 2025:

• We’re All Insane: $17,000/month
• Kinda Funny Gamescast: $10,000+/month
• Spotify paid creators $100 million+ in Q1 2025

Right audience matters more than raw size, especially with direct and mid-roll ads.

Podcast advertising revenue

There’s no “standard” paycheck, but here’s how the money breaks down using CPM:

• $20 CPM x 5,000 downloads = $100 per ad
• 2 ads = $200 per episode
• 4 episodes/month = $800

Add affiliate links, products, or coaching to boost income. Top shows (20,000+ downloads) earn $4,000-$10,000+ monthly from ads alone.

Podcast advertising market

Only about 7% of podcasts hit the 5,000+ download mark. Just 2% reach 20,000+, and only 1% cross 37,000 where ad offers start finding you.

Most of the $2.55 billion projected US spend in 2025 goes to a small group of creators. This group is growing. Be consistent, targeted, and solve a niche problem to earn.

How to Buy Podcast Advertising

Buying podcast ads isn’t complicated but can get confusing fast. The easiest way to start is to pick one goal, choose where your ad will run, and find a tool that fits your budget and offer.

Here’s how it works, step-by-step:

1. Set your budget. Start with $500-$1,000 to test a few mid-sized shows or try a programmatic campaign.
2. Choose your ad type. Host-read for trust, pre-recorded for scale, mid-roll for attention. Pick what fits your offer.
3. Pick your placement. Go direct to shows, use a platform, or plug into a network.
4. Write or record your ad. Keep it clear and benefit-driven. For host-read, give a short brief the host can personalize.
5. Track results. Use custom links or codes to see what works.

Podcast advertising services

These are done-for-you options. You tell them your goals and budget. They handle the rest, including finding shows, writing the ad, and placing it.

Top podcast ad services:

1. ACast: Full-service buying platform with thousands of shows.
2. Ad Results Media: Handles ad copy, placement, and analytics for brands.
3. Veritone One: Influencer-focused with emphasis on performance tracking.
4. Authentic: Specializes in large-scale podcast campaigns with premium hosts.
5. True Native Media: Boutique service that places you on shows in your niche.

Use these if you want expert help and are ready to outsource the work.

Podcast advertising platform

The best podcast advertising platforms for monetization let you run campaigns yourself. Upload your ad, set your targeting and budget, and the platform distributes it for you.

Top podcast ad platforms:

• Spotify Ad Studio: Self-serve, start at $250, target by location and interests.
• Acast: Programmatic and host-read ad tools in one dashboard.
• Buzzsprout Ads: Great for beginners. Clean interface, low spend threshold.
• Megaphone (Spotify): Used by bigger brands, strong targeting tools.
• RedCircle: Offers dynamic ad insertion, targeting, and analytics.

Best for those who want control without going fully manual.

Podcast advertising networks

Podcast networks bundle shows and manage the ads for you. You advertise across a group of shows that fit your niche.

Popular podcast networks:

• iHeartPodcasts: Huge network with built-in media buyers.
• Wondery: Premium storytelling and lifestyle formats.
• HubSpot Podcast Network: Business and marketing-focused podcasts.
• SiriusXM Podcast Network: Wide reach across different genres.
• Blue Wire: Niche sports, gaming, and culture.

Best if you want reach and credibility without building it yourself.

Podcast ad marketplace

Marketplaces connect you directly to podcasters. Browse shows, check stats, set your budget, and submit proposals. No agency needed.

Best podcast ad marketplaces:

• Podcorn: Pitch hosts directly, set rates, collaborate
• Gumball: Shows with live pricing and ad options
• Podbean Ads Marketplace: Automatch or browse by goals
• Zencastr Ads: Curated brand-creator connections
• Libsyn Ads: Includes AdvertiseCast listings, good for volume

Ideal for flexibility, control, and low minimum spends to start a podcast.

Podcast advertising opportunities

Not all ads are 30-second reads. Try alternative spots with more impact and less competition:

• Sponsored segments: Part of the content, not just breaks.
• Branded episodes: Whole episodes focused on your topic.
• Giveaways or contests: Host-run promos tied to your brand.
• Email or social add-ons: Bundle ads with host newsletters or socials.
• Cross-promotional swaps: Trade placements with other shows.

Great if you want to stand out or need a custom option beyond standard slots.

Podcast advertising strategy checklist

Here’s a simple checklist to build a campaign that actually works:

☐ Define your goal: Figure out what you want (e.g., more sales, leads, or just getting your name out there).
☐ Know your audience: Who are you talking to and what do they care about?
☐ Pick your ad style: [e.g., host-read, announcer-read, dynamic, or sponsored segments]
☐ Find the right shows: Look for podcasts with listeners who match your ideal audience.
☐ Set a budget: Decide how much to spend and adjust based on results.
☐ Write a simple message: Straightforward or let the host speak naturally.
☐ Include a clear call to action: Easy next steps like a website or promo code.
☐ Launch your ads: Get them running and watch how many people respond.
☐ Check your results: Track data and tweak for better outcomes.
☐ Try different things: Test shows, ad lengths, and styles to find what works.

Best Podcast Advertising Examples

Brands aren’t just buying space. They’re showing up where it counts. These real campaigns nailed the tone, timing, and audience.

Biggest podcast advertisers

These brands go big and keep coming back. Their message matches the show and it works.

1. BetterHelp on Armchair Expert: Feels personal. The show gets real, so a mental health plug fits right in.
2. Squarespace on 99% Invisible: Design meets design lovers. A clean match for a design-driven show.
3. Athletic Greens on Huberman Lab: Health crowd meets daily supplement. Smart pairing across episodes.
4. ExpressVPN on Joe Rogan: Rogan pushes it hard. Fast, private, no logs. Plus 4 free months.
5. SiriusXM on Call Her Daddy: $125M exclusive deal. Platform-wide ads and an edge that fits the tone.

Podcast advertising example

These one-off campaigns stuck the landing. Right message. Right audience. Good timing.

1. BetterHelp on The Ramsey Show: Starts with burnout talk. Therapy comes in naturally, as advice, not a pitch.
2. HelloFresh on Consider This: “43% dumped partners over bad cooking.” It’s cheeky and cuts through.
3. LUXE Bidet on Conan O’Brien: Let Conan go off-script. It was funny, gross, and unforgettable.
4. Indochino on Football Weekly: Wedding jokes turn into a clean pitch. Subtle, effective, on brand.
5. Dealfront on SaaS-Story in the Making: No fancy setup. Just demo clips stitched into the show. Simple and smart.

Podcast advertising script

Need a ready-to-roll option? Here are five more fill-in-the-blanks you can tweak or hand to a host.

1. Host story-driven script: “I’m [Host Name], and I tried [Product] after [Short personal story]. Honestly, it [Benefit]. That’s why I teamed up with them for this episode. Use code [CODE] at [URL] to get [Offer].”
2. Relatable pain point opener: “Ever [Pain Point]? Same. That’s why I switched to [Product]. It helps me [Benefit], and I haven’t looked back. Try it at [URL] and use code [CODE] for [Offer].”
3. Straight-to-the-point offer: “Quick heads up: [Brand] is giving [Offer] to podcast listeners right now. Go to [URL] and use code [CODE] to cash in.”
4. Seasonal hook version: “Holiday season is chaos. [Brand] keeps it simple whether you’re traveling, gifting, or just trying to get through the week. Go to [URL] with code [CODE] before [Deadline] to get [Offer].”
5. Interview-style plug intro: “Before we jump into today’s chat with [Guest Name], shoutout to [Brand]. They’ve helped me [Benefit] big time lately. Check them out at [URL], use [CODE], and get [Offer].”

Podcast ad script examples

Here are five ad formats filled in so you can see how they work.

1. Host-read personal anecdote: “I’m Jamie, and I’ve used PeakFocus for months. I was crashing every afternoon. Now? I don’t. Grab it at peakfocus.com, code JAMIE10.”
2. Announcer-read direct promo: “Can’t sleep? CalmMinds helps you wind down, screen-free. Go to the Calm Minds app and use LISTEN for 20% off.”
3. Programmatic quick mention: “This episode’s supported by Luna. PT at home, no prescription needed, covered by insurance. Hit getluna.com to check availability.”
4. Dynamic seasonal insert: “Need help this season? Pottery Barn has you covered. Visit potterybarn.com and use code COZY20 before December 15 to save on holiday essentials.”
5. Sponsored segment intro: “Powered by Blinkist. Summaries that save hours. We’ll talk habits later, but first, here’s how Blinkist works.”

How to write great podcast ad copy

If you’re running a show or placing ads on one, here’s how to make every word count without sounding like you’re trying too hard.

1. Know who you’re talking to: Picture one listener. What do they care about right now?
2. Match the host’s voice: Funny host? Don’t be stiff. Serious host? Don’t force a joke.
3. Lead with a hook: “Remember when your WiFi died mid-Zoom?” is better than “Sponsored by XYZ.”
4. Highlight one benefit: Skip the laundry list. Pick the win that matters most.
5. Use a story or scenario: “I made this meal kit while my toddler threw blueberries at me.” That sells.
6. Make the CTA sound easy: “Just head to BetterRest.com and use code SLEEP10.” That’s it.
7. Tie it to the episode: Talking money tips? Say, “This budget app finds old subscriptions.”
8. Keep it casual: “This thing’s a lifesaver” hits better than “Optimizes your workflow.”
9. Mention perks early: If there’s a discount, say it right after the hook.
10. Keep it breath-length: Say it out loud. If you’re winded halfway through, trim it.

How to Advertise a Podcast

Recording’s the easy part. Getting listeners? That’s the real job. Here’s how to promote your show and get it heard.

Advertising your podcast checklist

This one’s for promoting your own show (not sponsoring someone else’s). Use it when you’re ready to put real fuel behind podcast monetization and grow your podcast:

☐ Start with your best episode: Push the one that hooks people fast.
☐ Make multiple formats: Turn your content into short clips, quote cards, reels, or audiograms.
☐ Tailor the hook: What works on YouTube Shorts won’t always work on TikTok.
☐ Use tracking links: UTM or SmartLinks help you see what’s actually working.
☐ Test cheap: Start with $10-$50 test ads, then scale what sticks.
☐ Refresh fast: Ads burn out quick. Swap your creative every week or two.
☐ Sell the story, not the show: People click for what they’ll learn, not your podcast name.

Podcast advertisement poster

Posters still work when they’re sharp. Think local cafes, co-working spaces, and events.

Keep it clean:

• Big visuals
• Bold one-liner: “This billionaire almost went broke. Here’s how he came back.”
• Giant QR code straight to your show

Print a few. Test what gets scanned.

Spotify podcast advertising

Spotify lets you run ads inside other people’s podcasts. These are usually short audio spots placed between shows or episodes, perfect for podcasters looking to grab listeners mid-scroll or mid-show.

Are Spotify podcast ads targeted?

Yes. Spotify Ads Manager lets you target by:

• Location
• Age and gender
• Device type (iOS, Android, desktop)
• Interests and categories (fitness, business, news, comedy, and more)

Start at $250. You can upload your own audio or use Spotify’s built-in voiceover.

Apple Podcast advertising

Unlike Spotify, Apple Podcasts doesn’t run ads within the app itself. But you can still advertise your podcast on Apple Podcasts by promoting it around the platform.

Can you advertise on Apple Podcasts?

Not directly in the app. But you’ve got options:

• Apple Search Ads: Show up when people search podcasts in the App Store.
• Editorial pitches: Free if you get picked, but super competitive.
• Cross-promos: Trade mid-rolls or trailers with similar shows.

Google Podcast advertising

Google Podcasts shut down in April 2024. Podcasts now live on YouTube Music.

If you’re advertising:

• No native podcast ad platform through YouTube Music yet.
• Ads in episodes still run if added by the creator or network.
• YouTube Ads are your best play now.

Run clips, full episodes, or display ads that drive listeners straight to your show on YouTube. That’s where Google’s focus is now, yours should be too.

Podcast Facebook ads

Still one of the best bang-for-buck advertising channels.

Use:

• Short clips with captions
• Hooks tailored to your audience
• Interest targeting (fans of similar shows)
• Clear CTA with a direct listen link

Retarget anyone who watched but didn’t click.

Podcasting 101 tip: One ad = one goal. Don’t try to chase clicks, follows, and listens at the same time.

Radio and podcast advertising

Running a spot on traditional radio? Tie it back to your podcast:

• Mention it clearly: “Catch more on The Local Fix. Available wherever you listen.”
• Match the vibe: Pick stations aligned with your niche.
• Track clicks. Use short URLs or vanity links to keep track of user clicks.

You can also run your own ad inside other podcasts. A 30-second host-read spot on a similar show can bring better results than a month of Facebook ads.

Time to Make Some Noise

Podcast advertising works when the message fits the moment and the audience is already listening. It’s not about shouting louder. It’s about showing up where trust already exists.

If you’ve built a show you believe in, it’s time to let it pull its weight.

Want brands to pay you to be part of your show?

Create your free Talks profile and start getting discovered by sponsors who actually fit your audience.

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Let your podcast earn while you keep creating.