With nearly half of listeners remembering a podcast ad over a display ad and 60% of audiences making a purchase based on a podcast ad last year, it’s not surprising that podcast advertising is a hot topic among brands looking to expand their reach and increase revenue.
But with podcast advertising being a relatively new avenue, it isn’t always clear how brands can get started.
One of the easiest ways to get your ad placed on top shows is through a podcast advertising platform. However, like most things, not all of them are created equal.
To help you find out which platforms are worth it, we’ve compiled our list of 9 podcast advertising platforms and agencies for 2024. We dive into important details like minimum spend, what type of brand each platform is best for, and what features they offer so you can make an informed decision.
What are podcast advertising platforms?
Before we get into it, let’s make sure we’re on the same page about what podcast advertising platforms are.
A podcast advertising platform serves as a bridge between podcasters and advertisers, streamlining the process of buying and selling ads on podcasts. They help podcast creators to monetize their content through various ad spots while helping brands reach their desired target audience.
Podcast advertising platforms offer a range of ad types, including:
- Pre-roll (before the show starts): For example, at the very start of the first episode of Scamanda, we hear an ad for Tinder.
- Mid-roll (during the show): Midway through this episode of The Jordan Harbinger Show at 24:55, there’s an ad for Chewy.
- Post-roll (after the show ends): At the very end of this episode of The Girl’s Bathroom (1:20:19) there’s an ad for NatWest.
Now that you understand more about podcast advertising platforms and how they work, let’s get into our top 9 of 2024.
1. Spotify
Price: $250+
Best for: Brands looking to reach a Millennial-Gen Z audience
The winner of the Quill Podcast Awards “Best Podcast Advertising Platform”, Spotify offers the tools and solutions you need to achieve your business objectives – whether you’re new to podcast ads or know the ins and outs of the space.
With Spotify’s Ad Manager, you can effortlessly select ‘automatic placement’ to run ads across both music and podcasts, ensuring your campaign reaches the widest possible audience. The platform has pretty good targeting options, allowing you to select areas like:
- Age
- Gender
- Country
- Audience interests
- Real-time contexts
- Music preferences
Additionally, Spotify provides free audio ad creation tools that streamline the entire process—from drafting the script for your approval to recording the voiceover and producing the ad.
2. Podbean
Price: $200+
Best for: Brands looking for easy and affordable advertising
Partnering with over 30,000 podcasts across over 100 different genres, Podbean allows you to handpick the podcasts that align best with your brand, ensuring your ads reach the most engaged audiences.
One of Podbean’s standout features is its AI-powered audio ad creation. This tool eliminates the hassle of recording and production, enabling you to produce high-quality ads effortlessly.
With this level of control and ease, brands can focus on crafting the perfect message without worrying about the technical aspects of ad production.
3. Acast
Price: $250+
Best for: Brands looking for a self-serve platform
Acast offers an intuitive self-serve platform for brands to start their podcast ad campaigns in minutes. Prioritizing audience engagement, Acast provides access to 125,000 exclusive shows and over 400 million monthly listeners.
Plus, Acast allows you to target specific podcast categories, demographics, and niche audience segments. These advanced targeting options ensure that ads are delivered to the right audience, maximizing both their impact and return on investment.
Recognized as AdExchanger’s "Most Innovative in Audio Advertising," Acast boasts advanced targeting and attribution capabilities, making it a leading choice for brands seeking to connect with relevant podcast audiences.
4. Libsyn Ads
Price: Available upon inquiry
Best for: Brands with a good ad spend looking for in-depth podcast advertising
With over 1,200 podcasts and a monthly listener reach exceeding 200 million, brands can reach a large and engaged audience based on various criteria, including demographics, genre/category, behavioral patterns, and GEO targeting.
Once brands join Libsyn Ads, they have the flexibility to manage their campaigns using Libsyn’s self-serve portal or can opt for a fully managed service by their professional sales team. You can also feel confident that your ads are reaching the masses, as podcasters must have a minimum of 20,000 downloads per episode to join the marketplace.
5. Audioboom
Price: Available upon inquiry
Best for: Brands looking to reach niche audiences
Audioboom is a leading global podcast publisher, connecting podcasters of all sizes with advertisers looking to reach engaged and passionate audiences.
For advertisers, AudioBoom's Premium Network features live reads and host endorsements from their top 250 creators, allowing brands to select the best shows and hosts to align with their message.
Plus, advertisers can target campaigns by genre, location, keywords, and audience demographics, and can build their campaign in just five minutes using the user-friendly self-serve portal.
6. AudioGo
Price: $250+
Best for: Brands looking to advertise on podcast networks
AudioGO makes it easy to create, schedule, and run audio ads on podcast networks through its self-serve advertising platform. Some of their partner networks include household names such as iHeartRadio, NBC, and The New York Times.
With a minimum budget of just $250, advertisers can set their schedules to any hour of the day and any day of the week. Plus, targeting options are extensive, allowing advertisers to reach listeners based on age, gender, location, language, music or podcast genre, and up to 221 different interests and user personas.
Lastly, if you don’t have your own audio for an ad, AudioGO offers the option of using real actors for only $10 or their Synthetic Voice tool for free.
7. Ad Results Media
Price: Available upon inquiry
Best for: Established brands with substantial ad spend
Working with brands like ZipRecruiter, BMW, and BetterHelp, Ad Results Media is a podcast advertising agency known for connecting creators, platforms, brands, and listeners for over 25 years. Specializing in influencer-based audio and video media, ARM leverages its extensive expertise to strategically plan and purchase advertising that drives brands' growth initiatives.
One of their standout features is ARM PRO: Audience, which is a bespoke audience buying engine exclusively available as part of the ARM PRO platform. This tool ensures your target audience hears your message by allowing brands to pinpoint their target market across a human-vetted array of environments, including podcasts, streaming audio, and more.
8. ADOPTER Media
Price: Available upon inquiry
Best for: Established and emerging brands looking for agency support
With offerings suitable for small and large brands alike, ADOPTER Media is a great option for brands looking to outsource much of their podcast advertising to an agency. With an impressive track record of over 100,000 ads placed on more than 25,000 shows, the agency boasts a portfolio of over 1,000 successful campaigns, representing sponsorships worth over $100 million.
ADOPTER Media’s approach combines smart buys, thoughtful partnerships, and scalable performance, ensuring that each campaign is not only innovative but also data-driven and tailored to current market insights. Plus, they offer a free consultation call to see if they’re a good fit for your company without any commitment.
9. Direct Results
Price: Available upon inquiry
Best for: Brands of all sizes looking for agency support
With 495 successful campaigns and $11.3 billion in sales generated, Direct Results is an audio advertising agency that excels in purchasing high-impact buys, securing targeted spots, and negotiating competitive rates.
Working in podcast ad sales for over 17 years, Direct Results customizes campaigns using extensive data to target and engage listeners, so you can feel confident that you’re reaching qualified audiences.
On top of that, the agency prides itself on creating effective reach and frequency schedules and maintaining long-term partnerships with stations.
Is your brand ready to be heard across the podcast advertising airwaves?
From Acast’s targetted reach to Spotify’s expansive network, there is a wealth of options for brands looking to advertise on podcasts. Whether you prioritize advanced analytics, native ad placements, or dynamic ad insertion, there is a platform designed to meet your goals.
However, to maximize the potential of your podcast ad campaign, take time to research all your options. Each platform has its unique strengths that may align more with companies of specific sizes, sectors, or industries.
Set aside a budget and be prepared to test multiple platforms. What works well for one brand might not yield the same results for another. This variability is natural and part of the podcast advertising process.
If you’re interested in learning more about podcast advertising, reach out to the CoHost team.
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