Digital marketing
Podcast listening is growing fast. And podcast advertising is one of the most effective formats there is in terms of engagement — the host’s voice straight into the listener’s ear. Who does it suit?
In brief
- Podcast advertising costs €30–120 per thousand listeners.
- A well-known podcast’s full package runs €2,500–15,000 per episode.
- The engagement rate is the highest of any media channel.
- Suits B2B, education and premium brands especially.
- A realistic minimum campaign: €3,000/month.
Why does podcast advertising work?
- The listener is actively listening, not browsing.
- The host’s voice and authenticity build trust.
- There is no skip button — you reach the whole length of the ad.
Ad formats
- Pre-roll: an ad before the episode (10–30 seconds).
- Mid-roll: an ad in the middle of the episode, more expensive but converts better.
- A host-read ad: the best conversion, and the most expensive.
- Dynamic insertion: automatically placed into different episodes, cheaper.
Who does podcast advertising suit?
- B2B companies with high-value products.
- Premium and luxury brands where the brand message matters.
- Training and coaching services: the audience listens.
- Not suitable for impulse purchases or low-price products.
Frequently asked questions
How many podcast listeners are there?
Millions of regular listeners, and the number keeps growing.
Can podcast advertising be measured?
Yes — promo codes, dedicated landing pages and short URLs.
How do you choose the right podcast?
Look at the audience demographics, listener numbers and how well the subject matter fits.
Related reading
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