Are you a brand or marketer interested in advertising your product or service
on podcasts through audio ads?  

Podcasts are now one of the most popular forms of media, with their diverse content and ease of access, reaching virtually every interest and demographic, and becoming a trusted companion for listeners. At the same time, they commute, travel, exercise, or unwind. Key figures, media companies, broadcasters, and organizations are utilizing podcasts for storytelling, community building, information sharing, and entertaining their audiences.  

Despite the growing popularity of video podcasts, especially discovery, recent studies from Ofcom, Coleman Insights, and Edison Research report that between 41% and 49% of global podcast listeners prefer audio-only podcasts. In an increasingly cluttered environment, audio continues to excel at capturing the consumer's daily attention due to its screenless and contextual advantages.   

Whether you are a first-time advertiser exploring audio advertising or a brand looking to include audio as part of your marketing strategy,
there are multiple channels you can use to achieve this.  

Here is an easy-to-understand guide on how to advertise on podcasts:  

Contact the publisher directly

Find the podcast's contact details in their show/episode description or website and reach out to them. They will be able to provide you with
a media kit, advertising plan, and options for 'baked in' or dynamically inserted ads based on their ad-serving technology. Some publishers may direct you to a sales representative or partner to negotiate the campaign. This method is especially effective if you want to place
a host-read ad on a particular podcast. 

Podcast advertising platforms
Several 'self-serve' podcast advertising platforms will allow you to select a basket of shows, create your ad, assign a budget and goal,
and deliver and report on your campaign. This provides you with some basic customization options and is a quick process. 

Contact a podcast ad network
Some podcast publishers are part of a podcast advertising network, grouping several publishers to achieve a combined audience scale
and/or reach a specific demographic. A media sales representative will be able to help you design your campaign and strategy. 

Contact an advertising agency
Suppose you have a higher budget or plan to run ads in other formats as well. In that case, an advertising agency can help you with a more comprehensive digital marketing plan, market research, analytics, negotiating ad placements, tracking, reporting, and optimization.

Programmatic ads - you can do this via DSPs if you have a seat or through (3) or (4)
Programmatic advertising is an efficient, effective, and transparent method for buying digital ads in real time, including podcast ads.
You will need a partner account with a Demand Side Platform (DSP) to plan and execute your campaign. Note that a podcast ad network (3)
or an advertising agency (4) may also use programmatic buying as part of their strategy and is a preferred choice if you are looking to run your ad across multiple publishers.   

From small to large budgets, you can now use any or several of these channels to share your product and service across
the right podcast audience.  

The next step – is making sure your podcast ads are effective – by making sure your campaign budgets, goals, creative,
and targeted shows are correctly aligned.  

For advertisers seeking to tap into the vast potential of live streaming, podcasts, and music platforms through our programmatic audio marketplace, we invite you to reach out to us at marketops@tritondigital.com