Podcast: A Popular Advertising Platform

From the first whisper that is whispered in our ears to every sound that has the ability to fascinate us throughout life like an acoustic tune, sound plays an important role in human life. Accordingly, it has formed the foundation of many of the greatest and most important human events throughout history, such as the invention of the radio and the broadcasting of sounds of all kinds and colors, and to tell stories, news, or any event or statement that needs to be heard. Everyone will arrive. The growing trend of sound effects continued until the recording of cultural and educational historical narratives became part of the effective trend in education and listening content.

Our question is where did these interesting narratives that are accessible in the platforms provided come from and where are they now in the content industry and of course advertising?

In this blog, we will examine the history and its direct impact on digital marketing.

In this blog, You will read about:

  • Where Does The Podcast Come From?
  • The Relationship Between Podcasting And Digital Advertising
  • Attractive Formats Of Podcast Content
  • Valuation in Digital Podcasts
  • How To Advertise On Podcasts
  • The Most Common Form Of Advertising In Podcasts
  • Pre-broadcast ads
  • Outro ads
  • Sponsored Content, Native Advertising
  • The Benefits Of Podcasting For Your Business
  • Different Types Of Podcasts

The Undeniable Presence Of Podcasts In The Digital World


Where Does The Podcast Come From?

Think of a podcast as an engaging collection of online episodes, each on a specific topic such as technology, startups, or other interesting topics. It’s like a contemporary spin on radio shows, but in a digital format. These audio productions are usually free and easily available on various platforms. All you need is a device and internet access to start your podcasting journey. Although this interesting collection of sound and storytelling has a long history, but with today’s nature, it belongs to 2004 AD, which was introduced to the world by Adam Carey and Dave Weiner. We will discuss other topics in more detail.

The Relationship Between Podcasting And Digital Advertising

Podcasting is a dynamic and influential platform that every active digital marketer wants to use. However, only a small fraction of marketers, about 3%, currently use podcasts. The growth of podcast advertising has been exponential and its growing trend is still climbing. Below we will examine the most important reasons why you should use this platform for advertising.

  1. Podcast Availability:

Podcasts can be found on numerous platforms, from specialized podcast apps such as Apple Podcasts, Spotify, and Google Podcasts to streaming services, websites, and social media platforms that are readily available at your fingertips. This diverse distribution ensures that podcasts are accessible to a wide range of audiences using different devices and operating systems, regardless of their preferences or technical abilities.

  1. No Cost To Listeners:

Unlike subscription-based services or content platforms that charge their audience for membership or using more facilities, all podcast platforms are available to the public for free and are actually supported by advertising and financial support. This lack of cost makes podcasts attractive and easily accessible to a variety of audiences, including those who cannot afford paid content.

  1. Listen On Demand:

 The ability to listen to podcasts whenever and wherever you want, with any device capable of connecting to the Internet, and unlike traditional radio or television programs, podcasts offer the convenience of being able to listen whenever it suits you and enjoy it. This flexibility allows listeners to easily incorporate podcast listening into their daily routines, whether they’re on the go, working out or relaxing at home.

  1. Increasing Traffic On The Website And Strengthening The SEO Strategy:

Search Engine Optimization (SEO) of your website is one of the important reasons to use podcasts in digital advertising. To maximize the benefits, make sure that each episode of the podcast is transcribed with specific keywords by your content and SEO specialist. With more keywords in your strategy, you can increase the likelihood of attracting traffic to your site. As a final solution, reusing episode transcripts as blog posts can also help effectively attract visitors to your website.

  1. Storytelling Opportunity:

In a powerful media position for brands to convey their values ​​and goals to the audience in an attractive way by creating stories and strengthen emotional connections with listeners through real anecdotes and examples. By skillfully weaving narratives into podcasts, marketers can engage the audience on an emotional level, encouraging them to follow the brand and ultimately convert Jetty into a customer. Engaging storytelling in podcasts not only captures the audience’s interest, but also leaves a memorable impression and increases brand recognition and loyalty.

  1. Authenticity & Transparency:

 A platform for genuine and open communication that allows hosts and guests to share real personal views, ideas and stories. This intimacy is definitely attractive to audiences who are looking for real and transparent interaction with brands. Digital activists can build trust and credibility by openly discussing their propositions, principles, and beliefs on podcasts, leading to increased customer loyalty and support in the long run.

  1. Various content formats:

Podcasts offer a variety of content styles to suit different tastes and interests of the audience. From numerous interviews and conversations to storytelling and individual reflections, there are finally different forms of content in the podcast to attract the attention of all kinds of tastes. By exploring different content structures, it is possible to maintain the interest and enjoyment of the audience and ensure that each part of the topic presents a new and attractive format to the audience.

  1. An Opportunity For Creativity:

 The freedom in creating works, along with the possibility of more imagination compared to radio, because it does not have the limitations of an official platform, provides the basis for the production of creative content and adventurous advertising strategies, also advertising in podcasts is different from traditional advertising due to the presentation of the hosts in a natural and non-commercial way.

9.Access To New Audiences:

Distribute your podcast on multiple platforms like
Apple Podcasts
 Cast box 

This process enables you to engage with a group of people who are truly interested in your content and potentially open up new markets. As a result, new audiences will be interested in your offers and expand their connection with your brand and collection.

  1. Targeted advertising:

Podcasts usually focus on a specific topic. Businesses can use podcasts to promote their products and reach a specific demographic. For example, Sephora, a beauty company, partnered with Girlboss Radio  to produce a podcast centered around its lipstick and women’s collection. The podcast was called LIPSTORIES and featured influential women sharing their personal stories in each episode.

  1. Subject Extension:

Delving deep into the realm of digital marketing podcasts, it’s clear that their versatility knows no bounds. These podcasts constantly explore new topics and ideas to ensure that their connection and engagement with the audience is unwavering. They are not limited to specific genres, but can be on a wide range of topics such as sports, health, narratives, reviews, news, etc. Additionally, podcasts can be converted into written blogs and vice versa. Even videos can be seamlessly turned into podcast episodes.

Podcast Content

Attractive Formats Of Podcast Content

Podcasts have emerged as a very attractive content format in digital marketing, offering brands a unique opportunity to connect with their target audience in a more intimate and compelling way. Let’s explore how the engaging content format of podcasts has revolutionized digital marketing:

  1. Conversational tone:

 One of the key features that make podcasts interesting is their conversational tone. Unlike traditional marketing content, which often seems textual or promotional, podcasts create a sense of intimacy by allowing hosts and guests to interact directly with listeners in a natural, conversational manner. This informal approach helps build rapport and trust with the audience and makes them more receptive to the marketing messages presented in the podcast.

  1. Educational Content:

Many podcasts focus on providing listeners with valuable educational content, whether it’s industry insights, expert interviews, or practical tips and advice. By sharing knowledge and expertise, brands position themselves as trusted authorities and attract and retain listeners looking for informative and relevant content. Educational podcasts not only engage the audience, but also promote the brand as a valuable resource, leading to increased brand recognition and credibility.

  1. Interactive Elements:

 Some podcasts use interactive elements to engage listeners and encourage participation. This could include question-and-answer sessions, audience polls, listener feedback segments, or live calls. By engaging the audience in conversation, podcasts create a sense of community and engagement, creating a deeper connection between the brand and its followers. Interactive podcasts provide opportunities for real-time interaction and feedback, making listeners feel heard and valued.

  1. Long interaction:

 Unlike short content in social networks or traditional advertising channels, podcasts provide the possibility of long interaction with the audience. Listeners spend long periods of time consuming podcast episodes, often multitasking or immersed in content while doing other activities. This long-term engagement creates a deeper connection between the audience and the brand, as listeners develop a sense of familiarity and loyalty over time.

Digital Podcasts

Valuation in Digital Podcasts

Now that we’ve accepted these targeted and specific audio productions as an essential element in digital marketing programs, we’ve realized the distinct opportunities to reach audiences. Here we briefly discuss the conditions and how to target podcasts in digital marketing and be precise about the interaction between the two. There are things like content production and specialized topics, audience segmentation, cooperation with influencers, geographic targeting, considering diverse cultures and text interaction.

  1. Specialized Content And topics:

 Podcasts cover a wide range of topics, from broad topics such as business and technology to highly specialized topics such as restoring vintage cars, vegan cooking, mindfulness meditation or urban gardening. This diverse array of content allows marketers to find podcasts that closely match the interests of their target audience and ensure that their message reaches a receptive audience.

  1. Audience segmentation and demographics:

 Podcast hosts often have a deep understanding of their audience’s demographics, including age, gender, location, education level, income, and tastes, and by partnering with podcasts that cater to specific demographic segments, marketers can Effectively target your ideal customers and tailor your messaging to their unique needs and preferences.

  1. Experts and Influencers:

 Many podcast hosts are considered experts or influencers in their respective niches and build loyal and committed audiences. By partnering with these experts or influencers, marketers can increase their credibility, authority, and connection with listeners to endorse products, share recommendations, or sponsor content. This influencer marketing approach allows brands to tap into existing communities and leverage the trust built by the podcast host.

  1. Geo-Targeting and Localization:

 Podcasts offer opportunities for geo-targeting and localization, allowing marketers to reach audiences in specific geographic locations or cultural contexts. Some podcasts focus on regional or local topics, events or issues, making them ideal platforms for targeting audiences in specific regions or communities. By tailoring content to local preferences, languages ​​and cultural nuances, marketers can increase relevance and resonance with their target audience.

  1. Subcultures and Communities:

 Podcasts often cater to subcultures or communities with shared interests, interests, or identities. Whether podcasting about specific hobbies like online gaming, board games, or homemaking, or communities with specific identities like LGBTQ+ issues or disability support, these niche audiences provide marketers with opportunities to reach highly targeted groups that share a common bond or affiliation and get involved.

  1. Data-driven insights and analytics:

 Podcast hosting platforms and analytics tools provide marketers with detailed data and insights about podcast listeners. This includes metrics such as listener demographics, geographic distribution, listening habits, engagement levels, and more. Using data-driven insights and analytics, marketers can refine their specific targeting strategies, optimize their ad placements, and accurately measure the effectiveness of their campaigns.

  1. Textual communication and interaction:

 Podcasts provide a relevant and engaging environment for marketing messages. Unlike traditional advertising channels, where ads may disrupt the user experience, podcast ads are seamlessly integrated into the content, making them less intrusive and more effective. By aligning their brand with relevant podcast content, marketers can capture the attention of listeners who are actively interested in the topic or topic being discussed.

Advertise Podcasts

How To Advertise On Podcasts

The distinctive way of different brands and collections for the way of publishing each advertisement continues. This multiplicity of methods in the way of telling a message is also the interesting aspect of podcasts in the form of communication with the audience. From the reading of the desired text by the host, to the placement and integration of the product and the sponsored part or parts of mid-part or final advertisements, these are among the things that are used in the podcast to present the advertisement.


The Most Common Form Of Advertising In Podcasts

Podcasts are typically categorized into four distinct formats, including pre-roll ads, outro post-roll ads, and interstitial ads.

Pre-broadcast ads

 At the beginning of the podcast, it usually starts with reading the name of the sponsor. Interstitials during breaks in the middle of a show where the host pauses for a moment to thank the sponsors of the episode.

Outro ads

Outro ads

These advertisements end at the end of the program, for example, by stating a sentence similar to that this section is sponsored by the sponsor’s name.


Sponsored Content, Native Advertising

These ads are provided in the form of a script for the podcast host to integrate seamlessly into the app. They are designed to feel natural and real to listeners.

Podcasting Business

The Benefits Of Podcasting For Your Business

In the past, podcasting was seen as mere entertainment, but now it has become a vital marketing tool for many companies. Both small and large businesses are moving away from traditional marketing methods and embracing podcasting as their innovative marketing approach. Podcasting has evolved from casual entertainment to a sophisticated tool for connecting with potential customers. Apart from cooperation and advertising in various podcasts, the creation of these narrative audio collections by digital marketing agencies and basically any brand is suitable. As a result, we will review some of the benefits of podcasts below.

  1. Greater access to the target market
  2. Create targeted communication
  3. Substitute for video content
  4. Improvement of conversion rate
  5. Accreditation
  6. Simple production

Different Types Of Podcasts

Choosing the right podcast style for your business can be a challenge. To help you understand, we’ve introduced different podcast formats to help you strategize early. Below are 8 essential podcast genres to consider as you embark on this journey

  1. Conversational podcast
  2. An interview
  3. Fiction
  4. Dramatic and theatrical
  5. Monologue
  6. Controversial
  7. hybrid

The Undeniable Presence Of Podcasts In The Digital World

The rise of the podcast is undeniable with its enduring presence in the digital landscape. With the advancement of the Internet and Bluetooth, listening to podcasts on the go is accessible to everyone. Several hosting platforms cater to different genres of podcasts, allowing users to choose their preferred platform for a wide range of content. Just like Netflix revolutionized video streaming, podcasts are changing the landscape of the audio industry.

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