Types of Podcast Advertising Explained
- Kacey Clarke
- Sep 10
- 4 min read
Podcast advertising has become one of the most effective means for brands to connect with engaged, loyal audiences. A report conducted by Deloitte saw that, of those surveyed, nearly 40% of total listeners are more influenced by the advertisements they hear on podcasts than those on other media channels, increasing by up to 15% for Gen-Z and Millennials specifically. But if you’re exploring podcast marketing, you’ll see there is no single type of podcast ad.
From baked-in to dynamic, pre-roll to mid-roll, or host-read to pre-recorded, each format has unique strengths and is activated depending on brand goals, budget, audience and more. In this guide we’ll break down the different types of podcast ad, exploring their pros and cons, to give you an idea of which format converts best for your campaign.
Why Podcast Advertising Works
Podcast listeners have been found to form strong bonds with their favourite hosts, this trust factor, combined with the inherently engaging nature of podcasting, makes advertising in this channel uniquely effective. This effect is measurable, with 75% of Deloitte’s study saying that they trust the hosts they listen to regularly. Efficacy, however, is influenced by choosing the right type of podcast ad. Let's explore the different formats.
Advert Placement
An important consideration when advertising within podcasts is where they appear in an episode.
Pre-Roll Ads
These play before the main content for the episode begins.
Best for: Quick awareness campaigns or launches.
Strengths: Captures listener attention early.
Weaknesses: Risk of being skipped if listeners fast forward.
Mid-Roll Ads
These are delivered during the episode, usually at a natural conversational breaking point.
Best for: Conversions and storytelling.
Strengths: Listeners are most engaged mid-episode, making these ads highly effective.
Weaknesses: If poorly placed these can disrupt the flow of the episode or feel intrusive.
Delivery Methods
A very large variable of podcast advert success is how the ad itself is inserted into the episode.
Dynamic Ad Insertion
Dynamically integrated ads are automatically placed into episodes, even retroactively across a show’s back catalogue. These are added post production and are only shown only to a specifically selected audience.
Pros:
Can target a super specific audience (age, gender, location).
Scalable across episodes - can be programmed to only show on newer episodes, or the whole show.
Cons:
Any offer (i.e. promo/link) is not in the description of every episode that features the ad.
The ad has a determined duration, and disappears after it is over.
The ad feels less personal to audiences.
Baked-in Ads
Baked-in ads are seamlessly integrated live advertisements, delivered during the podcast recording, which blend naturally into the flow of the show. These are recorded directly into the episode’s audio, making them a part of the podcast episode that cannot be swapped out later.
Pros:
These ads are evergreen, and will stay in the podcast show forever.
It is easier to reach a large number of people.
Can include link/promo in every sponsored episode.
It feels authentic, which is great for long-term brand building.
Cons:
Can not segment a specific demographic within the audience.
Not flexible.
Style of Advertisement
Alongside placement and delivery, deciding who delivers the ad is important for your campaign.
Host-Read Ads
Host-Read podcast advertisements work as you’d expect; they are read directly by the podcast host. These adverts feature the host’s own voice and own words, with some provided talking points. 34% of people surveyed in a Nielsen X Acast study claimed to be more likely to buy something after listening to a host promotion.
Pros:
High trust factor - listeners accept ads as a recommendation.
Ad blends seamlessly into content.
Drives stronger engagement.
Cons:
Less control over exact wording.
Dependent on the host’s delivery style.
Pre-Recorded Ads
Pre-Recorded adverts are produced audio spots that are inserted into podcasts, similar to radio ads. These can be performed by a producer or voice actor, giving your brand complete control over tone of voice and wording. These ads tend to perform less well than the Host-Read alternative, but are cheaper.
Pros:
This allows for consistent brand advertising across multiple podcast shows, with polished production.
Cons:
These adverts feel much less personal and are less engaging to podcast listeners - They may be tuned out as ‘traditional advertising’.
Branded Content and Sponsored Episodes
Beyond advertisement spots, you can opt for branded content or even sponsored episodes. This could involve a full co-created episode, or a segment designed to showcase the brand in an in-depth and dynamic way. This format can be resource heavy and requires careful planning. However, it promotes high engagement with the right audience. Examples of this form of activation have included interviews hosted on podcast episodes with ambassadors from the brand, or podcast live shows sponsored by the brand.
Conclusion
There is no single ‘best’ podcast advertising format. It instead depends on the specific goals of your brand’s campaign and your prioritisation of trust-building, targeting, scalability, and engagement. Podcast advertising is a fast-growing marketing medium that can seem overwhelming at first, but the right format and campaign strategy can unlock powerful brand growth. If you’re ready to explore which podcast advertising format or combination is right for your business, get in contact with our team today.
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