How to Advertise on a Podcast [+Tips from a HubSpot Podcaster]

 According to a report from Podcast Insights, there are more than 750,000 active podcasts and counting.

Sounds like a huge pool right?

If you're an advertiser interested in spreading awareness to podcast listeners, the huge pool of podcasts might seem promising -- but also overwhelming.

On a promising note, the growing number of podcasts has resulted in even more advertiser interest. Statista recently reported that podcast ad spend is projected to hit $534 million in the U.S. alone by 2020.

As a marketer for a small to mid-sized business, you might be interested in podcast sponsorship, but not know where to start. Mainly because there are so many podcasts to choose from. How do you know which podcasts your target audience is listening to?

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Since podcasting is relatively new compared to more traditional advertising practices like print or radio ads, you also might be wondering, "Is podcast sponsorship worth it, or just a passing trend?"

To help you determine what ad strategy is right for you and where to put your first podcast dollars, I spoke with Sam Balter, HubSpot's Podcast Manager, and did some additional research to comprise a list of helpful strategies for finding, vetting, and advertising in a podcast that aligns with your brand.

12 Tips for Finding and Sponsoring Podcasts

  1. Consider podcast demographics.
  2. Understand standard podcast ad pricing.
  3. Look for podcasts that relate to your brand or industry.
  4. Use your competitors for inspiration.
  5. Purchase multiple ads for small shows rather than one for big podcasts.
  6. Advertise on multiple podcasts within the same network.
  7. Be vigilant of dishonest podcasters.
  8. Consider purchasing back catalog space.
  9. Determine what type of promotion you'd like to run.
  10. Purchase ad spots online.
  11. Or, reach out personally to podcasts you'd like to work with.
  12. Monitor your progress.

1. Consider podcast demographics.

While different types of TV shows might attract different audiences or demographics, the podcast demographics don't change drastically from show to show, according to Balter. Balter explained that the podcast audience demographic, which is generally made up of "affluent educated millennials" is a "good audience for brands pretty much regardless of what show you’re on."

Why is podcast audience so good? Because of their age, income, and education level, this particular group of people is old enough to make purchasing decisions and has enough income to make those purchases. Because many of them have jobs or are in higher education, these listeners might be interested in learning about a wide range of products or services that make daily life or work easier for them.

Another great thing about podcast listeners is that they'll tune into podcast episodes for a longer amount of time than they will to other content, like video. The podcast audience also enjoys long-form podcasts that are 30 minutes or longer. Since there's much less of drop off on a podcast compared to other forms of content, like video, this means that ads could be placed towards the beginning or end of an episode and still have a good chance of being heard.

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