The Listening Room
Guides to podcast advertising, written for the people who buy it. Every figure is sourced and dated, and the sources are listed at the end of each piece.
6 minutesHost-read versus produced podcast adsWhat each format is, what the research says, what each costs, and how we decide between them for a brand.The format matters less than how well the ad fits the show it plays in.Read the guide
- How to write a podcast host briefWhat a host needs from a brand to give a good read, what to leave out, and an example brief with our notes in the margin.6 minutes
- Baked-in versus dynamically inserted podcast adsTwo ways an ad gets into an episode, what each means for cost, timing and the back catalog, and how we choose between them.6 minutes
- How to measure podcast advertisingThe methods, what each one can and cannot show, when the results are ready to read, and how we put them together.7 minutes
- Advertising on video podcasts and YouTubeWhat changes when a read is watched as well as heard, from what the camera sees and how the ad is disclosed to pricing and how long results take to judge.6 minutes
- Podcast advertising for B2B brandsHow software and professional-services brands can reach a buying committee through the shows its members already choose, and how to judge the results over a long sales cycle.6 minutes