With millions of engaged listeners tuning in to podcasts on a daily basis, brands have a unique opportunity to connect with their audience in a meaningful way. However, running a successful podcast-focused campaign isn’t as simple as reading a script—it requires strategy, creativity, and a deep understanding of what makes this medium so effective.
SMI’s quarter-decade of expertise in the audio advertising industry allows us the hindsight and acumen to refine our best practices to capitalize on this rapidly-expanding medium.
From production quality to host authenticity, these five expert-backed tips will help you craft compelling podcast ads that resonate, convert, and leave a lasting impact. Let’s dive in.
Here are a few tips and tricks to make the most out of your ad spend:
5. MAKE IT SOUND GREAT
Earlier this year, Cumulus Media and Westwood One (Audio Active Group) released a study detailing audio best practices from marketing effectiveness leaders, concluding that quality creative is a prolific driver of sales and ROI.
The notion of tailoring ads to elicit emotion certainly is no new concept, but with podcast ads garnering a high brand recall rate of 73%, compelling creative is critical to success.
Production quality also makes a massive impact on listeners, breaking the proverbial fourth wall when a subpar ad hits the air.
Remember the limitations and strengths of the audio format. Tight parameters can be made into opportunities.
4. BE CONSCIOUS OF YOUR CONTENT
Undeterred by any misconceptions about its relevance, podcasting is on a remarkable path upwards.
It is estimated there are between 3.5 and 4.4 million active podcasts in production, with overall listenership expected to reach 619 million people 2026. With such large numbers comes an influx of diverse programming that can be harnessed for advertisers hoping to speak to niche groups within a larger demographic.
“Genres are associated with specific demographics – for example, a family and kids genre targets women who have children,” explains SMI Media Director Heather Hansen.
“When working with a female-focused product like Uqora, we’re able to go to our programmatic DSP (Demand Side Platform) and find women between the ages of 25 and 64, who are interested in health and run ads that speak to this segment.”
After identifying the segment, the Media Team collaborates with Creative to develop an ad that resonates with the target audience.
Additionally, a contextual approach pinpoints key words or phrases within the podcast content to reach listeners more precisely. For example, a nutrient-packed snack like IQBAR is likely to achieve a high ROI when featured in a podcast on health and wellness.
3. STRATEGIZE RELATIONSHIPS
An important factor to consider in the placement of podcast ad dollars is the relationship between agency and advertiser, bolstering the consistency of messaging across channels to eager listeners.
In his role with SMI’s Podcast Operations, Lee Syatt is a kickoff call evangelist who prefers speaking with advertisers and talent one-on-one to align on messaging and provide a holistic view of the campaign.
From answering burning questions about brand mentions to cultivating relationships with like-minded clients, open communication is at the heart of a successful podcast campaign.
2. PRIORITIZE PERSONAL EXPERIENCE
Did you know that 55% of podcasting ad revenue comes from host-read ads?
Personal experience plays a vital role in the sales conversion pipeline, making the product or service feel more relevant to listeners who are relating with the stories told by a trusted voice.
Audacy reported in their 2024 Podcast Playbook that 80% of podcast listeners stay tuned for the entire ad with Gen Z and Millennial listeners more likely to purchase (31% and 69%, respectively) a product or service. Relatability creates the emotional resonance that boosts brand recall and ultimately inspires the listener to purchase.
1. ALLOW HOSTS FREEDOM
From the investigative journalists and history buffs of the True Crime genre to hosts whose starpower gives them the agency to speak their mind with swaths of famous guests, it is imperative to never underestimate the power of the host.
Podcasting has produced a legion of listeners who engage with content from a place of trust and loyalty. Podcast hosts are often perceived as experts, which adds an invisible layer of credibility when product endorsements come into play.
As a format engrained in the sort of freeform storytelling reminiscent of a real conversation, audiences expect their favorite hosts to speak unencumbered.
Talking points can only take you so far; allowing hosts the freedom to speak about the product or service in a genuine cadence all but guarantees a successful campaign.