top of page

Using Podcasts to Reach Customers

How advertising on podcasts can help your business.

Podcasts are a proven and (relatively) easy marketing tool to drive potential customers to your brand, but that doesn’t mean you have to create your own. Advertising on existing podcasts is a great way to boost your brand engagement, further your audience and reach, and drive sales, and it doesn’t require the time and investment of creating your own podcast.

Podcasts listeners are active listeners—meaning that they want to be listening, they’ve carefully chosen what to listen to, and they’re listening during a time they can take in the material. They can access podcasts when, where and how they like, which means when your ad comes on, it’s reaching a much more engaged audience than you would say, on the radio.

A survey by podcast advertising network Midroll found 63 percent of podcast listeners have purchased a product they heard advertised on a podcast. But that conversion from hearing your ad, to visiting your website and purchasing something, doesn’t just happen. You have to make sure you’re choosing the right podcast.

You want to select a podcast that is popular and has a lot of listeners, but that’s not the most important thing. Firstly, look for a podcast that attracts your target market. Podcasts can be very subject-specific, or attract a wide variety of listeners. Create a buyer persona for your brand, and then look at podcasts that also attract that audience, whether you take into consideration age, gender, interests, income, etc. You can advertise on a podcast, but if you’re not advertising to the right listeners, it won’t do you any good.

Then pay attention to the listener base. A podcast that attracts more listeners will be more expensive, so decide how much you can spend, and balance that with what kind of podcast you need. Expect to pay a different amount if your ad is pre-roll (at the start), mid-roll (in the middle), or post-roll (at the end), with mid-roll being most expensive. Most podcast ads are cost per mille (CPM), a certain amount per every thousand listeners.

Finally, be willing to spend. Although podcasts are a fairly affordable way to advertise, you may have to spend a bit more than you expect in order to see a return.

Ready to start advertising on podcasts, but need some help getting there? Rocket Fish Digital can help with everything from starting your own podcast, to finding the right one to advertise on. Reach out to us today to see how we can help.

58 views5 comments

Recent Posts

See All


Mar 23, 2022

I have noticed that there are a large number of eBooks on the internet, and this book is such an useful book. We can download it and read it to know about the buying a home in Spain and familienbild personalisiert service also give us a beautiful collection of essays and many other interesting things that are quite readable. Now everybody today read from eBooks and they are satisfied with that.


Nov 27, 2021

We should use less energy as we are in short of money and we have fewer resources as well that is why we should be careful and that is also explained in services that we need to know better the condition I which our countries in and how much they are suffering.


Jul 03, 2021

Now that I have got the address I would be there to see the deals that you have been talking about in this article. I was just wondering to get your address and it was really easy to blacktop installer troy ny get through this website.


May 22, 2021

Listen hard to what exactly individuals are saying, thoroughly consider what they mean, and attempt to sort out it. You can help Individual therapy other people by telling them what you think about what they say and what it means for you.


Dec 23, 2020

Portable organizations gave its clients the enormous scope of the of the offices. The SMS administrations and the area base administrations builds the ukwritings review productivity of the organization organizations. To enhance the profit ratio and increase the user convenient , the company secure the privacy by developing new and advance feature.

bottom of page