27th September 2021, By Vaibhavi Shah, Junior Copywriter

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Whether you’re driving, doing workout or in a shower, you wouldn’t deny the fact that listening to podcasts has been your go-to escape from the daily hustle. Among these, podcast ads have been on an all-time high. It is a new format of advertising that includes placing ads within audio content like podcasts, music streaming apps, etc. Being one of the strongest media of advertising, brands are tapping their audience who are attuned to hear from them.

Podcasts ads are inserted in a variety of spots. Here are their three main placement styles:

Pre-Roll: Ads placed in the beginning of the show

Mid Roll: Ads placed in the midpoint of the show

Post Roll: Ads placed at the end of the show

Podcast advertising’s key USP is that it avoids the announcer style deliveries like that of traditional broadcasting. Another strong reason to choose them as an Ad tool is that listeners get to hear personalised versions of ads from their favourite hosts, ads that are entertaining and easily relatable. When the host presents a product or a service, they are leveraging the trust that the listener cultivates in them over time. A study says that about 63% of the audience have bought products that were advertised through podcasts. With all these upsides, arise a set of downsides as well. These include limited amount of control on creatives, inaccessibility to Internet - constraint areas, content-plagiarism or copying etc.

Some famous brands that use Podcast Advertising:

Netflix, Bumble on Spotify

HBO, Toyota on Midroll

Disney, P&G on AdvertiseCast

With Podcast Ads emerging as the fastest growing category of programmatic audio, brands are cementing their spaces in the consumer market for the purpose of promoting sales with entertainment.

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