SERVICE
Podcast marketing
What makes podcast advertising work is not reach but trust. The listener chose the host, and a recommendation in the host’s voice carries differently from the same sentence read by a stranger.
First plan in two weeks · No long contracts
A podcast is one of the few media where the audience listens to an ad through to the end voluntarily. The reason is not the ad but who reads it: the listener has spent dozens of hours with the host, and the relationship exists before the brand turns up.
So in podcasting you buy a show first and an audience number second. The wrong show at the right price costs more than the right show at the wrong one.
Two ways to buy
Host-read
The host describes the product in their own words, often from their own use of it. The most expensive format and clearly the most effective, because it borrows the host’s credibility. It requires a product that can take it: a host does not recommend something twice after the complaints arrive.
Programmatic insert
A finished audio ad is dropped into episodes automatically. Cheaper, scales widely and targets by listener, but loses the very thing that makes podcasting work. Good for buying reach, not for buying a recommendation.
Usually we start with a few host-read placements and expand into programmatic only once we know which message works.
What we do
- Show selection by audience, not by download count
- Negotiation directly with the creator or the network
- A brief that gives the host the facts and leaves the words to them
- Placement choice: pre-roll, mid-roll or end
- A tracking method agreed before the first episode runs
What is hard about podcasting
Measurement. The listener does not click, because there is nothing to click, and listening often happens with both hands busy. Promo codes and vanity URLs leak: some listeners simply search the brand name and use neither.
So we do not promise a last-click report from podcasting. We promise a measurement method agreed in advance with its limits stated openly. We have not published a podcast case, so there is no reference on this page.
How we measure
- A promo code or vanity URL per show, so the source is distinguishable
- Movement in branded search around publication dates
- Spikes in direct traffic as episodes appear
- The question on the form: how did you hear about us
PACKAGES AND PRICING
Three ways to buy advertising
The fee covers planning, creative, day-to-day management and a report in euros. Media budget is paid to the channels directly and kept separate in the report.
Start
One or two channels that need to start producing measurably.
€1,900/mo
Includes
- Campaign structure, targeting and measurement set up
- 1–2 channels
- 4 creative variations a month from your material
- Weekly optimisation
- A monthly report in euros
Not included
Media budget, content shoots.
Book a callGrowth
Several channels and a steady rotation of creative so results do not fatigue.
€2,900/mo
Includes
- Everything in Start
- 3–4 channels
- 8 creative variations a month, including short-form cuts
- Landing page and form optimisation
- Monthly review and a live dashboard
Not included
Media budget, recommended €3,000–8,000 a month.
Book a callScale
All channels, our own production for ad creative, and continuous testing.
€4,900/mo
Includes
- Everything in Growth
- All channels, new ones tested
- 2 shoot days a month for ad content
- Conversion optimisation and A/B tests
- Weekly meeting and a quarterly plan
Not included
Media budget, typically €8,000 a month and up.
Book a call- Month to month, 30-day notice
- Ad accounts, sites and data stay yours
- Prices exclude VAT
One-off channel audit €1,900. Media budget separate, recommended at least €1,000 a month per channel.
PROCESS
How a podcast campaign runs
Shows are chosen by audience, and how it will be measured is agreed before the first episode.
Choosing shows
We look for shows whose listeners are your buyers. Download count is a poor basis for choosing; audience quality is a good one.
Agreeing terms
Negotiation directly with the creator or network: placement, number of episodes, price, and whether the ad stays in the episode permanently.
The brief
The host gets the facts, the limits and what must not be said. The words are left to them, because the words are what you are paying for.
Running and follow-up
A promo code or vanity URL per show, and branded search watched around publication dates.
WHAT WE TRACK
What the monthly report says
Promo code
redemptions per show
Brand search
spikes around publication dates
Direct traffic
visits with no referrer
Form question
how did you hear about us
WHEN WE DO NOT RECOMMEND THIS
Three situations where we say no
When the product cannot take a recommendation
The host puts their name on it. If the service has known problems, a recommendation turns on you faster than an ad would.
When the measure is last click
Listeners do not click. If reporting only accepts a last click, the channel reads as zero even when it works.
A single-episode trial
One ad in one episode tells you nothing. A test under three episodes is not something to decide on.
FAQ
Frequently asked about podcast marketing
Which works better, host-read or programmatic?+
Host-read, clearly, because it borrows the host’s credibility. It is also more expensive. A programmatic insert is cheaper and scales, but loses the very thing that makes podcasting work.
How is podcast advertising measured?+
A promo code or vanity URL per show, movement in branded search around publication dates, and the "how did you hear about us" question on the form. All three leak, and we state the limits in advance.
How many episodes are needed?+
At least three in the same show. A listener hears the ad the first time, recognises it the second, and acts on the third.
Do you have a podcast case study?+
No published case, so there is no reference on this page.
See also
Spotify advertising
Audio without the host relationship, to more people.
Influencers and UGC
The same borrowed trust, a different medium.
Short-form video production
When the same subject should also be video.
Related services
Get channels, content and a budget, in 30 minutes
A free call where we go through your goals and propose a concrete plan.
