Integrating Podcast Ads: Creating A Podcast Media Plan

#AudioInsights       #Audio ads       #Marketing Strategy

Suzi Kuban

Suzi Kuban

Podcast media plan

With this article we’ll be looking at the benefits and specific strategies for integrating podcasts into your media plan. If you want to harness the power of podcasts in your marketing, keep reading to learn:

  • Should you integrate podcasts into your media mix or use them as a standalone channel?
  • The first steps to planning your podcast campaign.
  • Benefits of adding podcasts into your media plan.

Why Should You Create a Podcast Media Plan?

Podcast advertising offers a unique quality that sets it apart from other media channels: its intimate, one-on-one engagement.

This engagement is akin to influencer marketing, where the trust and connection between the host/show and the audience amplify the ad’s impact. What’s the impact, you ask?

Research shows that podcasts capture the attention of listeners, particularly in the 35-54 age group. Listeners describe campaigns as “inspiring” (34%), “relevant” (39%), and “credible” (42%) when heard through podcasts.

Podcast listening

Integrating Podcasts into Your Media Mix vs. Treating as a Standalone Channel

When it comes to incorporating podcast ads, you have two options: integrating them into your complete media plan for a holistic strategy or treating them as a standalone channel.

What’s best? Well, I have to say, “it depends.”

The best choice for you will come down to your resources and the outcome you’re seeking. And it could change over time. Here are the benefits of each strategy:

  1. Integrating Podcasts into Your Media Mix
    • Creating a holistic media plan with podcasts allows for consistent brand messaging, extended reach, and comprehensive data-driven insights. This unified approach can enhance the overall effectiveness of a campaign, giving you the opportunity to reach customers at all touchpoints during their day. If you have a specific campaign such as an event, sale, or launch, this would be your ideal choice.
  2. Podcast Ads as a Standalone Channel
    • Treating podcast advertising as a standalone channel offers focused engagement, creative flexibility, and niche targeting opportunities. It is ideal for a personalised touch and incredible for brand building. It is hugely successful as an always-on channel, reminding listeners who you are. Brands such as BetterHelp, Manscaped, HelloFresh, Athletic Greens, and ZipRecruiter appear to have all used podcasts as a standalone channel.

Strategies for Integrating Podcast Ads

No matter the approach you take—standalone or holistic—you will need to decide on the format. There are currently two main approaches:

  1. Baked-In Ads
    • These ads are seamlessly integrated into the content of the podcast episode. They are read by the host during the show and become a permanent part of that episode. This method leverages the trust and familiarity the audience has with the host, making the advertisement feel like a natural extension of the content.
  2. Dynamic Ad Insertion (DAI)
    • DAI allows for ads to be inserted dynamically into both old and new episodes. These ads are pre-recorded and produced separately. The flexibility of DAI means ads can be updated and targeted based on the listener’s demographics or behavior, providing a more tailored advertising experience.

Which format is best? Again, that depends. Budget and timeline will be your biggest dictators. Programmatic is more cost-effective and quick to execute. Baked-in ads, on the other hand, tend to perform better in conversion and recall metrics.

Actionable Tips for Integrating Podcasts into Your Media Mix

Now let’s move on to the action part. This is the step-by-step approach I would take to creating a podcast media plan:

  1. Evaluate Audience Alignment
    • Start by assessing whether your target audience listens to podcasts to ensure there is a good match between your audience and the podcast listener base. With over 5 million podcasts available worldwide, I’d be shocked if there isn’t something out there that represents your target audience.
  2. Plan Your Budget and Timeline
    • Allocate a portion of your advertising budget specifically for podcast ads. Consider the costs of both baked-in and dynamically inserted ads. Plan your campaign timeline, keeping in mind the production schedules of the podcasts and the timing of your other marketing activities.
  3. Develop a Cohesive Strategy
    • Define how podcast ads will support your broader marketing goals. Determine the role of podcasts within your media mix, whether for awareness, engagement, or conversion. This will steer you towards the right format to choose.
  4. Select Relevant Podcasts
    • If you’ve decided to take a baked-in approach, make a list of shows with high listener engagement and credibility. A programmatic strategy, on the other hand, requires awareness of genres that align with your business’s values and customer interests. Either way, consider the content, tone, and reach of the podcast to ensure it complements your brand’s message.
  5. Monitor and Optimise
    • This step is crucial once you are live—and it kind of goes without saying. Track the performance of your podcast ads using metrics such as impressions, reach, and listen-through rates. Analyse the data to understand what works and what doesn’t. Use these insights to refine your approach and optimise future campaigns.

Benefits of Podcast Ads

Before I leave you, let’s touch on a few of the benefits so you can understand why many brands are adding podcasts into their mix:

  1. High Engagement and Positive Perception
    • Podcast listeners are highly engaged and attentive. The intimate nature of the medium means ads are more likely to be heard and remembered. According to an Ipsos study, podcast listeners not only notice advertisements, but they also welcome them positively.
  2. Reaching Audiences Away from Screens
    • Podcasts allow advertisers to reach their audience during screen-free times, such as commuting, exercising, or doing household chores. This unique access to listeners in an undistracted environment can significantly enhance the impact of your message.
  3. Diverse Advertising Channels
    • Diversifying your advertising channels to include podcasts helps in reaching valuable audiences who might not be as accessible through traditional media. This approach ensures your brand is present across multiple touchpoints.

The Bottom Line

Podcast advertising is a golden opportunity for you to diversify your media plans and engage with audiences in a meaningful way. By integrating these strategies to create a podcast media plan, you can effectively harness the medium to achieve your marketing goals.

Looking to execute a programmatic audio campaign? Our self serve ad manager tool is the ideal solution. includes an AI powered creative studio to script and record audio ads, so you can plan and go live in 4 simple steps and 4 minutes. Head to to learn more

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