#podcast-advertising

#podcast-advertising

While video podcasting is exploding in popularity, advertisers say they're still holding back ad dollars due to the lack of clear measurement across the different mediums. According to a survey from podcast advertising agency Oxford Road, 76 percent of brands said they would increase their podcast spend if YouTube attribution were standardized with audio, and close to a quarter would increase spend by 50 percent or more.

For podcasts that run under 15 minutes, an average of 21.8% of the play time is ads, according to an August 2025 report from Magellan AI. Some 22% of US podcast listeners made a purchase after hearing an ad, according to February 2025 data from Sounds Profitable and Signal Hill Insights. Almost 6 in 10 (59%) US podcast listeners are most likely to pay attention to ads that are casually mentioned during the show, per May 2025 data from the National Research Group.

"Despite strong growth in podcast listenership, many marketers still see the channel as complex and hard to understand," Acast asserts. "Ads Academy aims to remove that friction by providing structured, flexible training that covers everything from ad formats and creative to targeting, programmatic buying, and measurement." The curriculum provides two on-demand courses, free of charge, designed to build the knowledge and skills which help plan and implement a podcast advertising campaign.

Small podcast shows with under 750,000 monthly impressions generate more visitors per impression at a lower cost per acquisition, indicating the effectiveness of niche audience targeting.

We built Klaxon to give podcast professionals speed, control, and creative freedom. Whether you're an indie creator or a brand running programmatic ads, you can now generate high-quality audio ads instantly.

Lisa Laporte, CEO of TWiT, emphasizes that without proper attribution tools, a staggering 80% of podcast engagement goes untracked, highlighting a significant gap in measurement.

"Ilwira has been an integral part of AdLarge's growth and success... Her strategic vision, deep industry expertise, and relentless commitment to innovation have propelled our digital revenue and operations forward."