Preparing Your Brand for the Holiday Season with Podcast Advertising
- Kacey Clarke
- Nov 19
- 4 min read
As the holiday season approaches, competition for attention (and ad space) ramps up fast. While brands flood social feeds and video platforms with festive promotions, podcast advertising remains an underused (and incredibly effective) channel to reach consumers in a trusted, distraction-free environment.
For brands looking to boost awareness, engagement, and sales before the holidays, podcast advertising offers the perfect combination of timing, tone, and authenticity. Here’s how to make it work.
1. Why the Pre-Holiday Season Is Ideal for Podcast Advertising
The time leading up to the holidays is a golden window for advertisers. Listeners are already in discovery mode; making gift lists, planning purchases, and open to new ideas. Podcast audiences, in particular, tend to be loyal, attentive, and highly receptive to host recommendations.
With the average listening time exceeding an hour a day, podcast advertising gives your brand a consistent voice during a period when consumer attention is fragmented elsewhere (Edison Research).
Launching your campaign in this early phase helps build familiarity before peak shopping season, so when the buying begins, your brand is already top of mind.
2. Identifying Podcasts with High Listener Engagement
Not all podcasts maintain the same momentum during the holidays. Some see a spike in engagement as audiences travel, unwind, or look for gift inspiration, while others slow down.
That’s why targeting the right podcasts is crucial.
To get results, brands should be targeting shows with a dedicated or substantial audience to maximise engagement through November and December, particularly in categories tied to lifestyle, tech, gaming, and consumer goods.
Shows with a highly engaged audience, and a host renowned for authenticity, will encourage the perception of your ad as a genuine recommendation, causing listeners to take inspiration and consider your brand for wish lists and gifting.
According to Acast, 9 in 10 listeners plan to treat themselves and others during the holidays. This is where strategic planning pays off. Evaluating listener loyalty, content cadence, and seasonal trends ensures your message lands where audiences are tuned in and eager for inspiration.
3. Crafting Holiday-Themed Creative That Feels Authentic and Relevant
Holiday campaigns shouldn’t sound like generic jingles. Podcast listeners value genuine storytelling, and overly ‘salesy’ spots can quickly turn them off.
Instead, focus on connection and tone. Holiday ads perform best when they blend seamlessly into the host’s style and reflect the real spirit of the season; generosity, togetherness, and moments that matter.
Ad messaging can harness authenticity by having hosts share a personal story, tying the product into a holiday theme, or highlighting a limited-time offer. The tone should feel warm and conversational, not overly polished or sales-driven.
Approximately 63% of listeners trust a podcaster’s opinion or recommendations for gifting during the festive season (Acast), making authentic host-reads your best friend.
4. Timing and Frequency Strategies to Maximize Listener Recall
In podcast advertising, when your ad runs can be just as important as what it says.
Pre-roll placements are perfect for brand awareness, mid-rolls drive engagement, and post-rolls reinforce recall, but balancing them strategically is key.
Pre-rolls work best under 30 seconds, mid-rolls can be 60-90 seconds for storytelling, and post-rolls should be concise reminders. Don’t just sprinkle ads randomly, think of the listeners’ journey.
During the holiday season, timing also matters across the calendar. Launching too close to Christmas can limit reach; starting too early can cause fatigue. The sweet spot? Late October through early December; when listeners are planning, not panicking. (Although, we can't underestimate the value of a last-minute, winning gift idea for those who aren't so prepared).
A balanced approach keeps your message consistent without overwhelming listeners and ensures it’s remembered when it matters most.
5. Examples for Getting it Right
Some of the most successful holiday podcast campaigns share a few things in common: consistent messaging, strong host alignment, and authentic integration.
Some examples of how brands could utilise podcast advertising:
E-commerce brands might offer exclusive podcast-only discount codes to spur conversions and repeat purchases. A podcast discount code is likely to encourage listeners to get their gifts for loved ones from you.
Lifestyle and CPG brands could partner with hosts for ‘holiday picks’ segments, creating organic, story-driven integration. These segments serve as inspiration for listeners: be it for gifting, getting into the holiday spirit, or their own wish lists.
Gaming and tech companies might time their ads around products released in the lead-up to Christmas. This builds anticipation and community buzz at a time when everyone is adding new gadgets to their wishlists and picking up the latest games.
Ultimately, thoughtful planning and an understanding of the medium can make holiday podcast campaigns considerably more effective; the key is in leveraging trust, timing, and authentic storytelling, rather than simply buying ad space.
Final Thoughts
The holidays are one of the busiest, most competitive times for marketers. But in the midst of digital noise, podcasts offer something rare: genuine connection.
By launching strategic, well-timed podcast campaigns ahead of the holiday rush, brands can build awareness, earn trust, and drive conversions, without shouting to be heard.
At Podcast Advertising Worldwide, we help brands plan, execute, and measure podcast campaigns that deliver real impact during the most important season of the year.
Let’s make this holiday your best-performing campaign yet. Contact Us.
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