Podcast Advertising Jargon, Explained: A Practical Handbook
- Kacey Clarke
- Oct 22
- 5 min read
Podcast advertising has grown rapidly as a marketing channel, but for newcomers, the terminology can be confusing. Understanding the key terms is essential to planning campaigns, measuring success, and communicating effectively with podcast networks or agencies.
This handbook breaks down the most common podcast advertising terms so brands can feel confident navigating this medium.
Core Metrics
1. CPM (Cost Per Mille / Cost Per Thousand)
Definition: CPM is the cost a brand pays per 1,000 ad impressions.
Example: If a podcast charges a CPM of $25 for a 30-second ad and 10,000 listeners hear the ad, the cost would be $250.
Why it matters: CPM is a standard metric for budgeting campaigns and comparing the cost-effectiveness of different podcasts or ad placements.
2. Impressions
Definition: An impression is counted each time an ad is delivered to a listener.
Example: If a single episode is downloaded 5,000 times and includes one ad, that equals 5,000 impressions.
Why it matters: Impressions measure reach and help brands estimate exposure, but they don’t guarantee that the listener fully paid attention to the ad.
3. Reach
Definition: Reach refers to the total number of unique listeners exposed to an ad.
Example: If 2,000 unique people download an episode containing your ad, the reach is 2,000, regardless of how many times each person listens.
Why it matters: Reach helps brands understand how widely their message spreads and avoid overestimating audience size if listeners download multiple episodes.
4. Frequency
Definition: Frequency measures how many times a listener hears the same ad over a given period.
Example: If your ad runs in three episodes of a podcast and a listener downloads all three, the frequency is three.
Why it matters: Frequency impacts brand recall - hearing an ad multiple times often increases recognition and conversion likelihood.
5. Cost Per Acquisition (CPA)
Definition: CPA measures the cost of acquiring a customer or conversion via a podcast campaign.
Example: If a podcast ad campaign costs $500 and generates 50 sign-ups for a service, the CPA is $10 per customer.
Why it matters: CPA shows the actual financial return of a campaign, helping brands evaluate profitability and optimize future spend.
6. Attribution
Definition: Attribution is the process of connecting listener actions (like visiting a website, signing up, or purchasing) back to a specific podcast ad campaign.
Example: A meal-kit company gives listeners the code “MEALS20.” When customers use it at checkout, the brand can attribute those purchases to the podcast ad.
Why it matters: Attribution helps brands understand whether their podcast ads are working, but tracking is harder than digital ads since podcasts don’t have clickable links in the audio. (They can however have them in pinned comments, descriptions, or bios).
Ad Formats and Placements
7. Host-Read Ads
Definition: Ads read by the podcast host during the episode, often delivered in the same tone and style as the show.
Example: A fitness podcast host personally recommends a supplement while sharing their own experience.
Why it matters: Host-read ads are highly effective because they feel authentic and can foster trust, increasing engagement and conversion rates.
8. Dynamic Ad Insertion (DAI)
Definition: Technology that allows ads to be inserted automatically at download or streaming time.
Example: A listener downloading an episode in 2025 might hear a different ad than someone who downloaded the same episode in 2024.
Why it matters: DAI allows for timely, targeted messaging and enables campaigns to be updated or rotated without re-recording episodes.
9. Baked-in (or “Embedded”) Ads
Definition: Baked-in ads are permanently recorded into a podcast episode by the host or production team, becoming part of the content itself.
Example: A tech host records an ad for a software tool as part of their episode script; that ad will remain in the episode for years.
Why it matters: Baked-in ads sound authentic and last forever, but they can’t be updated or swapped out if the campaign changes.
10. Ad Units / Spot Types
Definition: The format and length of a podcast ad. Common types include:
Pre-Roll: 15–30 seconds at the beginning of an episode.
Mid-Roll: 30–60 seconds in the middle of an episode.
Post-Roll: 15–30 seconds at the end of an episode.
Why it matters: Mid-roll ads often perform best because listeners are fully engaged by the time the ad runs.
Campaign Types
11. Sponsorship / Branded Content
Definition: Sponsorship involves a brand partnering with a podcast for broader integration beyond standard ad spots, often including multiple mentions, product integrations, or co-created content. This longer term partnership allows a brand to become closely associated with a show.
Example: A mental health app sponsoring a wellness podcast and providing bonus resources, special offers, and interview segments.
Example: A fitness brand sponsors a health podcast for three months, with its logo on the show’s website, shout-outs at the start and end of every episode, and a mid-roll ad each week.
Why it matters: Sponsorships build consistent brand familiarity and trust, especially when audiences hear the name repeatedly from a host they already like and follow, deepening audience engagement beyond one-off ads.
12. Direct Response (DR) Ads
Definition: Direct response ads are designed to get listeners to take an immediate, measurable action, often using promo codes or vanity URLs.
Example: A language-learning app runs an ad asking listeners to visit “brand.com/podcast” and sign up for a free trial.
Why it matters: DR ads are popular because brands can directly track conversions, proving the ad’s effectiveness in driving real customer behavior.
13. Brand Awareness Campaigns
Definition: Brand awareness campaigns aim to increase recognition and familiarity with a brand rather than generate instant sales.
Example: A luxury car brand sponsors a popular business podcast for six months so listeners consistently associate its name with success and ambition.
Why it matters: Awareness campaigns strengthen long-term recall, which increases the chance that listeners will choose the brand when making future purchase decisions.
14. Programmatic Ads
Definition: Programmatic ads are automatically bought and placed using software, allowing advertisers to target audiences across many podcasts at scale.
Example: A coffee company uses a programmatic platform to deliver mid-roll ads to 100 different lifestyle podcasts targeting 25-40 year-olds.
Why it matters: Programmatic ads are efficient and scalable, but they may feel less personal than host-read ads because they don’t always align naturally with podcast content.
Measurement and Optimisation
15. Promo Codes & Landing Pages
Definition: Unique codes or dedicated landing pages used to track conversions from a podcast ad.
Example: A listener hears a code “POD25” for 25% off a product and visits a specific URL to redeem it.
Why it matters: Promo codes and custom landing pages make ROI measurable and allow marketers to optimize campaigns based on performance. They also reduce the friction between inspiration and purchase for a consumer.
16. Lift Studies
Definition: A lift study measures how podcast advertising impacts listener awareness, perception, or intent to purchase by comparing results before and after the campaign.
Example: A survey asks listeners if they’ve heard of a skincare brand before an ad runs, and then again after 6 weeks of ads on beauty podcasts.
Why it matters: Lift studies go beyond clicks and codes to show how advertising changes attitudes and brand recognition, which is critical for long-term marketing impact.
Conclusion
Podcast advertising is a powerful, measurable, and highly engaging channel, but understanding the terminology is essential for planning and evaluating campaigns. From CPM and impressions to host-read ads and dynamic insertion, mastering these terms empowers brands to make informed decisions, measure results accurately, and maximize the effectiveness of their advertising spend.
By integrating these concepts into your marketing strategy, even new advertisers can confidently navigate podcast campaigns and leverage the medium’s unique strengths.
Still have questions about podcast ads? Get in touch. We’re happy to help.
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