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Effectiveness of the channel
Targeted approach, high level of attention, trusting environment, and all at a comparatively reasonable cost.
say they are more likely to make a purchase after hearing a podcast ad; among daily listeners, the proportion is even higher at over 90%. (Ad Results Media, 2025)
stated that advertising in podcasts influences them more than advertising in other media. (Deloitte, 2023)
Advertising creatives & costs
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The host of the podcast reads or speaks the advertising message themselves, usually in their typical tone of voice, often with personal additions or recommendations. E.g.: “Baked-in” (permanently integrated into the episode content) vs. “Dynamic Insertion” (added later, interchangeable).
An episode or series of episodes is produced jointly by Brand + Podcast. The brand is part of the content (e.g., interview with brand ambassador, themed episode with brand focus). Listeners perceive the content as added value, and the brand is experienced in an integrative way.
The typical price for podcast advertising is usually quoted in CPM (cost per thousand impressions). This refers to how much it costs to reach 1,000 listeners with the advertising message.
Reach and popularity of the podcast. Type of advertising (e.g., host-read or dynamically fed). Target audience and niche focus (the more specific, the more valuable). Duration and number of placements. This allows each campaign to be individually tailored to a brand's budget and goals.
Podcast advertising achieves above-average attention and conversion rates. Attention is significantly higher, especially when compared to social media. High credibility is combined with targeted reach, making it an often much more efficient advertising channel and much cheaper than television or radio advertising, while also offering better tracking and reporting.
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