How does podcast advertising work?

When I first started experimenting with podcast ads, I had to wrap my head around how they worked. The best way I can describe it? You’re basically renting the host’s credibility.

Podcast listeners have a unique bond with their favorite hosts. They tune in every week, sometimes for years, and they trust what the host has to say. So when the host takes a minute to talk about your product, it carries weight. That’s why podcast ads tend to have higher engagement compared to random display ads or even social media promotions.

Here’s the process in simple terms:

• You pick a podcast that fits your audience.

• You decide whether you want a host-read ad, a sponsorship shout-out, or a pre-recorded spot.

• The ad runs during the podcast, usually at the beginning, middle, or end.

The beauty is that it doesn’t feel disruptive. A lot of the time, it’s delivered as part of the host’s natural storytelling.

Now, most people assume you need to hire big Podcast advertising agencies to make this happen. And sure, they can help — but they often only work with a handful of shows and take a big cut. That’s why I’m a huge fan of Podvertise.fm  Instead of waiting weeks for an agency to respond, you can log in and browse over 600,000 podcasts instantly. You’re in control.

What surprised me most when I tried it was how niche you can get. You don’t have to waste money on huge shows with audiences that don’t care. You can go straight to smaller, laser-focused podcasts with loyal listeners who are actually interested in your type of product.

So, how does podcast advertising work? It works because you’re tapping into trust that already exists between the host and their audience. And if you want to skip the hassle of Podcast advertising agencies, Podvertise.fm makes it ridiculously easy to do it yourself.