Published on 
July 22, 2021

How to advertise on podcasts

So you’ve decided you want to advertise on podcasts. Here is a step by step guide for how to approach podcast advertising that can help to get you started. 


Step 1: Decide on the test budget you want to spend on podcast advertising

Step 2: Look for podcasts that represent the audience that you want to target. We recommend that you work with a media-buying agency with podcast experience who can help point you in the right direction. 

Step 3: Decide what kind of podcasting advertising model you prefer: baked in or dynamic insertion. 

Baked in means that the sponsorship is an integrated part of the audio file itself, essentially meaning that the relationship between the sponsor and that episode will always be there.

Dynamic conversely means that the sponsorship is not part of the audio file and is a served ad. This often means that there is no direct relationship between the content of the podcast episode and the content of the ad. Therefore we can consider dynamic to be closer to other forms of served ads.

Step 4: Get price quotes from the podcasts that you are interested in working with. Check out our post Everything you wanted to know about Podcasts but were afraid to ask to learn more about standard podcast pricing. 

Step 5: Choose which podcasts you want to work with, and how you want to divide your advertising budget between these different shows. 

Step 6: Decide on the talking points for your podcast ads. It’s a good idea to read transcripts from your chosen podcasts to understand the general structure of their previous ads. Some ad reads might be more off the cuff, and others might follow a detailed script. You can also take a look at the different offers and promotions that have appeared regularly on these podcasts.

Get in touch to learn more about accessing our podcast transcripts. 


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