Podcast Advertising Examples - Featured Ad Reads of The Month

Behind The Velvet Rope

Ad read for Incremental Media

The Investing for Beginners Podcast - Your Path to

Ad read for BetterHelp

Hacked

Ad read for Harry's

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What type of podcast ads makes the most sense for me?

Criteria	Best Podcast Ad Format
I want to control which shows run my ad?	Host-Read (Baked-In or Dynamic)
I want something more tangible, like the ability to find my 30 or 60 seconds of ad real estate I purchased within that specific podcast episode?	Host-Read (Baked-In)
I want to geo target my ad based on a certain region, state, city, zip code, DMA?	Programmatic
I need to reach a certain type of audience based on demographics?	Host-Read (Baked-In or Dynamic) or Programmatic
I want to reach a certain type of audience based on behavioral segments or psychographics? Looking to buy a car? Just purchased a new home? Just had a baby? Just got married?	Programmatic
I'm an ad buyer that wants the most bang for my buck and like a little extra value?	Host-Read (Baked-In)
I want the biggest return on my investment	Data shows Programmatic

Podcast Advertising Rates

Pricing of podcast ads simply comes down to the amount of downloads/impressions the podcast receives in the first 30 days and the CPM rate. What does CPM mean? CPM stands for Cost Per Mille (latin for 1,000) or in our case the cost you pay per 1,000 downloads (listens) of your podcast.

The overall average rate for baked-in podcast host read ads are:
60 second spots: $25-28 CPM
30 second spots: $21-24 CPM

To see more detailed CPM pricing captured over time, please visit our podcast rates page.

To calculate how much you can charge for your ad spots, here's the quick equation:
Cost = Reach * CPM / 1000
Or you can always use our calculator tool.

Now when you expand outside of baked-in host read ads, CPMs can vary. We've put together this table to help you better understand CPM rates across many different types of podcast ad units.

Podcast Ad Unit	Cost (CPMs)	Description	Placement	Targeting Capabilities
Baked-In Host Read	$25-$40	30 or 60 Second Host-Read. Ad stays in that particular episode forever.	Pre or mid-roll spot on NEW episode	Target a specific podcast and episode
Dynamic Episodic	$20-$25	30 or 60 Second Host-Read or Pre-Produced Ad. Ad is dynamically inserted into the new episode.	Pre or mid-roll spot on NEW episode	Target a specific podcast and episode
Dynamic Catalog	$15-$20	30 or 60 Second Host-Read or Pre-Produced Ad. Ad is dynamically inserted into any episode within the entire catalog.	Pre or mid-roll spot on ANY episode in catalog	Target specific podcasts, time frame, or genre/category of shows
Programmatic	$12-$15	30 or 60 Second Pre-Produced Ad. Ad is programmatically delivered in many different podcasts.	Pre or mid-roll spot on ANY episode	Target GEO (City, State, Zip, DMA, Lat/Long, POI) demographics, behavioral, time frames, etc

Then we went a step further on the second table to show CPM rates broken down by podcast genre/category. Note these are only for baked-in host read ads.

Podcast Category	CPM Rate
Business	$30
Health & Fitness	$27
Technology	$26
Education	$26
Fiction	$24
Science	$23
Comedy	$23
Society & Culture	$23
Games	$22
Leisure	$22

Ready to hear your business promoted by top podcast hosts?

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