As of this year, there are 464.7 million podcast listeners globally (a 9.5% increase from the previous year). podcast advertising has become an increasingly popular option for businesses looking to expand their marketing efforts. With the rise of digital audio and the explosion of podcasts, brands are finding that advertising on podcasts can be an effective way to reach their target audience. 

Right now, we host the second most popular maritime podcast globally, and our partners have seen a lot of success come from advertising on it. Seatrade Maritime News podcast has seen a 134% increase in YoY growth and get (on average) 4,082 downloads per month. 

In this article, we'll explore the benefits of podcast advertising, including pre-roll and mid-roll options and custom episodes.

What is podcast advertising?

Podcast advertising is a form of marketing where companies pay to have their ads played during a podcast usually to promote their product, service or brand.

Podcast advertising can involve podcasts ads, such as pre-roll ads that play at the beginning of a podcast, mid-roll ads that play during a break in the content, or post-roll ads that play at the end of the podcast.

Podcast advertising can occur through podcast sponsorship, where company sponsors an episode or a series of episodes and in return their product, service, or business is promoted during a podcast in the form of an advertisement.

Companies can also create their own custom episodes where the whole podcast is dedicated to promotion of  their business. Although the overall aim of this kind of advertising is to promote a product or service, custom episodes also offer listeners valuable content that helps to build brand reputation and credibility and raise brand awareness.

Let’s discover these options in more details.

Podcast ad insertions: pre-roll, mid-roll and post-roll

Pre-roll, mid-roll and post-roll options are three of the most common types of podcast advertising. Pre-roll ads are typically played at the beginning of the podcast, usually either before or after the intro. Mid-roll ads, as you might expect from their name, are played in the middle of the podcast. And post-roll ads are played at the end of an episode, usually right before or right after the outro.

All three options can be effective depending on the content and the listener's attention span.

Pre-roll and post-roll ads are great for building brand awareness and introducing a new product or service. They can be used to create a hook that entices the listener to keep listening. This is because pre-roll ads are played before the main content of the podcast, meaning that listeners are typically more attentive at this stage. 

Mid-roll ads, on the other hand, are more effective for driving conversions. This is because mid-roll ads are played when the listener is already engaged with the podcast content. By placing an ad in the middle of the podcast, businesses can capture the listener's attention and create a sense of urgency that encourages them to take action.

Podcast sponsorship

Companies can choose to sponsor a podcast that aligns with their brand and direct their advertising towards specific demographics. This specificity means that the companies’ ROI is likely to be much higher with podcast advertising than with a more generalised TV or radio ad campaign that reaches general audiences.

Custom podcast episodes

In this advertising option, the business or sponsor pays the podcast host to produce custom episodes that are created specifically for a brand or product. These episodes can be used to showcase the brand's values, provide educational content, or highlight specific products or services.

Custom episodes are a great way to build brand affinity and create a deeper connection with the audience. By providing valuable content that aligns with the brand's values, businesses can establish themselves as thought leaders and trusted experts in their industry.

What are the benefits of podcast advertising?

Podcast advertising offers a unique opportunity for businesses to reach engaged and dedicated listeners. Unlike traditional radio advertising, podcast advertising is targeted towards a specific audience who chose to listen. This means that businesses can reach a highly engaged and relevant audience, resulting in higher conversion rates.

The benefits of podcast advertising are numerous. Here are a few key advantages:

• Targeted audience: Podcasts typically cater to specific niches or interests, which means that advertisers can reach a highly targeted audience. This can lead to better engagement and higher conversion rates.

• High engagement: Podcasts are a highly engaging medium, with listeners often tuning in for extended periods of time. This means that listeners are more likely to pay attention to ads that are played during the podcast.

• Cost-effective: Compared to traditional advertising methods, podcast advertising can be relatively cost-effective. This is especially true for smaller businesses or startups that may not have large marketing budgets.

• Brand awareness: Podcast advertising can help build brand awareness, especially if a business or brand is relatively unknown. By sponsoring a podcast or running ads during a popular podcast, businesses can get their name in front of a wider audience.

• Long-lasting impact: Unlike other forms of advertising that are fleeting, podcast ads can have a long-lasting impact. This is because many podcasts are evergreen, meaning that they can be listened to and downloaded at any time.

Research from SEMrush shows that 60% of listeners searched for a product or service after it was mentioned in a podcast and that 19% of listeners are more likely to trust a brand if it’s advertised on a podcast.