Ad Platforms - Podcasts

By far, the medium that has grown the most in the past decade is podcasts — they’re kind of the Millennial version of “talk radio.” 90 million Americans listened to podcasts monthly in 2019.

This format offers programing that can be extremely specific, from history, to improv comedy, to true crime, professional wrestling, politics, makeup… and yes, even voiceover!

Podcasts have consistent, dedicated, and highly engaged listeners, and can be obtained through native device apps, such as the Apple Podcasts app, or through bespoke/premium apps like Stitcher, Himalaya and more. While there are subscription models, some producers offer ad-free versions for download for dedicated fans, through crowdfunding sites like Patreon.

Advertising on regular/free podcasts can allow you to reach very specific groups of people, and thanks to their more intimate nature, can feel more like an endorsement from a trusted friend than an ad that just comes on TV. You’ll typically find the hosts or guests doing live ad reads versus a professional voiceover, but some podcast channels do use regularly produced radio-style advertisements, like one finds on streaming radio. Internet start-up companies (the mattress revolution, anyone?) have built full-on market share through podcast advertising and offers.