Ultimate Guide for Podcast Advertising (2021)

If you regularly listen to podcasts, chances are you’ve heard advertisements for brands that you never knew existed before but are now familiar with.

Squarespace, Audible, Grey Block pizza (as Theo Von says, “get that hitter.”), and scores of other brands don’t regularly advertise on traditional media, but we’ve gotten used to hearing our favorite podcasters plug these products and services.

Speaking of favorite podcasters, have you checked out our podcasts?

The majority of these companies were just startups when they began advertising on podcasts but have exploded in popularity due to investing in podcasting advertising.

Podcasting advertising is projected to be in the 1.6 billion dollar range, according to the Global Ad Trends report by WARC.

According to a study by Edison Research and Triton Digital data, an astounding 62 million people listen to podcasts every week. That’s a massive increase from the roughly 19 million people who were listening in 2013.

Given these numbers, it’s apparent that podcasts are on the rise and have a significant influence on consumers’ choices.

So, how do you leverage the popularity of podcasts for your small business?

By advertising on podcasts.

Why Should You Advertise Your Small Business on Podcasts

By advertising on podcasts, you have a unique marketing opportunity that can help your small business explode.

Get that hitter!

Consider this:

  • 67% of podcast listeners actually enjoy listening to ads.
  • Conversion rates for podcast advertisements are seven times higher than leads from regular website traffic.

Let’s dig in a little deeper.

Podcast ads are integrated natively and seamlessly into the show.

Your advertising content is inserted naturally right into the show, making the ads more entertaining and engaging.

Listeners actually pay attention to podcast ads.

A podcast audience doesn’t typically skip ads because they don’t want to miss out on any part of the show. Believe it or not, some listeners often cite advertisements as some of their favorite moments.

grey block pizza get that hitter podcast advertising shirt

Let’s go back to Theo and his hit, “Get that hitter,” slogan. That has become one of his trademark sayings and is now associated with Gray Block Pizza. They even sell t-shirts with that slogan.

Talk about a return on investment.

Listeners place trust in their favorite hosts.

Podcast listeners develop relationships through dozens of hours of intimate listening time. Those relationships are maintained because they trust the people they listen to regularly.

Podcast advertisements are endorsements.

When a host mentions your product or service in a podcast episode, listeners view that as an endorsement.

As a result of the trust cultivated over time, listeners apply it to your brand or service.  

These endorsements help raise your brand awareness.

Listeners make purchases based on podcast ads.

NPR notes that 75% of its podcast listeners will respond or take action after hearing sponsored content. (National Public Media)

What are the Benefits of Podcast Advertising?

One of the most significant benefits of advertising on a podcast is the wide variety of shows and content. It’s easy to find a podcast that your target audience listens to and is compatible with your company and products.

We’ve already covered another benefit of advertising on podcasts – listener trust. Remember, listeners trust their favorite hosts and appreciate their insight and banter on a particular product or service.

joe rogan advertiser spotify

By sending the hosts a sample of your product or service that you’re advertising, they’re more able to talk in-depth about their experience with it. And customers are more likely to buy products that their favorite podcaster uses and is passionate about.

If you do opt to advertise on a podcast, consider giving discount offer codes exclusively for the show’s listeners. Listeners will feel like they’re getting a special deal, and it will allow you to track your return on investment.

Also, create landing pages with vanity URLs so that listeners can visit your website directly, instead of having to navigate through your website.

If your podcast doesn’t have a website already, learn why you should.

How much does podcast advertising cost?

Unfortunately, there are many factors involved in podcast advertising costs. Market, audience, topic, etc. dictate what the cost would be to advertise.

The good news is that you can advertise with Local Leaders: The Podcast for substantially less than you may think. We even offer affordable podcast sponsorship packages.

Contact us to learn more.

How to Get Started with Podcast Advertising

The good news is that it’s not hard to advertise your small business on podcasts.

You can make a pre-recorded digital audio (or video if applicable) for the host to insert into the beginning (pre-roll ads), middle (mid-roll ads), or end (post-roll ads) of the show.


Whether you’re a new local business or an established franchise, your brand could benefit from advertising on podcasts. Perhaps you’d like to learn how you can benefit from being a guest on a podcast.

Let us know if there’s anything we can do to help.

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