Podcast advertising: targeted, local and measurable

With podcast advertising, your audio spot plays inside the episode your audience is listening to. Unlike banners or social ads there is no swiping away and no ad blocker: the spot is part of the listening experience.

Pre-roll, mid-roll, post-roll

Spots run before the episode, in a break in the middle or at the end. Mid-rolls reach people who are already deep into the topic, pre-rolls deliver the most impressions. We pick the position that fits your campaign goal.

Only one spot per ad break

Your spot runs alone in its ad break instead of competing in a chain of other ads, as on the radio. That means full attention and much stronger recall of your message.

On every podcast platform

Ads are inserted server-side into the audio file. Your message therefore reaches listeners whether they use Spotify, Apple Podcasts, Deezer or any other podcast app.

• Placed inside the content, no ad blockers
• One spot per ad break for full attention
• Delivered across all major podcast apps

With dynamic ad insertion, an ad server decides in real time who hears your spot. You invest in impressions within your target audience instead of wasted reach.

Geographic

Nationwide, by federal state, by region or within a radius around your location, down to individual postcodes if needed.

Demographic

Age and gender of listeners, freely combinable with the geographic criteria.

Contextual

Interests, life situation, profession or household income, derived from topic environment and listening behaviour. An e-mobility spot might run for homeowners aged 30 to 65 within 50 kilometres, a beauty spot nationwide for women aged 25 to 55.

• Radius, region, federal state or postcode
• Age, gender and interests combinable
• Real-time delivery based on your parameters

Want to appear in one particular show? With a host-read you book your campaign exclusively in a selected podcast. The hosts voice the spot themselves, in their own tone and as a personal recommendation.

Trust instead of reach alone

A host-read is less about precise targeting and more about credibility. People who listen to a podcast regularly trust the hosts, and that closeness carries over to your brand.

Finding the right show

We suggest podcasts from genres such as pop culture, comedy, health, family, sports, education, business, travel and true crime, and check reach, age structure and gender split of the audience before you decide.

• Exclusive placement in a selected show
• Voiced by the hosts themselves
• Chosen by genre, audience and reach

Podcast advertising is not just for big brands. Geo-targeting lets car dealers, medical practices, trades businesses and retailers reach exactly the people in their catchment area.

Advertising in your catchment area

Instead of a nationwide campaign with heavy wastage, we deliver your spot only in the postcodes or radius where your customers live. Your budget stays where it has an effect.

Recruiting with audio spots

Skilled workers listen to podcasts too. A recruiting spot around your site reaches people who never browse job boards and sends them straight to your careers page.

To turn listening into an enquiry, the landing page has to deliver. If you like, we design it as part of our web design work.

• Geo-targeting around your location
• Ideal for retail, trades, practices and car dealers
• Works for recruiting campaigns as well

A good podcast spot does not sound like shouty radio advertising; it matches the calmer tone of the medium. As a media design agency we develop your spot from the first idea to the broadcast-ready file.

Four types of podcast advertising

Product ads present a specific offer, service ads explain what you do, recruiting ads win new employees and image ads build awareness for your brand. We align message and tone with the goal.

From script to final mix

We write the script, cast professional voice talent, license suitable music and mix the spot to the technical specs of ad delivery. For host-reads we provide a briefing with key messages so the personal tone stays intact.

So the spot matches the rest of your presence, we build on your corporate design and your brand values.

• Script and tone matched to the campaign goal
• Professional voice, music and mixing
• Briefing for authentic host-reads

Traditional media work with projections. In podcast advertising, every actual delivery counts.

Only fully played spots count

Only audio spots that were played in full are counted. You know exactly how many impressions your campaign delivered instead of relying on estimated listener figures as with radio.

Compared with other channels

Search ads only reach people who are already searching. TV and print are costly to produce and hard to track. Radio is losing listeners and relies on rough reach figures. Podcast advertising combines precise targeting with measurable results and little wastage.

Your report shows deliveries, regions and timeline. With dedicated discount codes, promo URLs and properly tracked landing pages we connect the campaign to the rest of your online marketing.

• Billing based on measured deliveries
• Reporting on reach, regions and timeline
• Success tracking via codes, promo URLs and analytics

The road to your first campaign is short, and we walk it with you.

1. Define your audience

We clarify who you want to reach: region, age, gender, interests and the goal of the campaign.

2. Estimate potential reach

Based on your criteria we calculate, free of charge, how many listeners you can reach in the chosen period.

3. Choose reach and format

You decide on the number of deliveries and on dynamic ads, host-reads or a combination.

4. Produce and deliver the spot

We produce your spot or take over an existing file and handle the technical delivery.

5. Evaluate and optimise

After launch we evaluate the campaign and sharpen targeting and message for the next flight.

Wondering whether podcast advertising fits your offer? Get in touch for a no-obligation consultation.

• Free reach analysis up front
• One dedicated contact in Berlin
• Spot production and delivery from one team