How to Advertise Your Podcast on Other Podcasts: Complete Guide
TL;DR: Advertising on other podcasts is one of the most effective ways to grow your audience because you're reaching proven podcast listeners. Use ad networks like Spotify/Megaphone, Acast, or AdvertiseCast, and expect CPM rates between $15-40 depending on placement.
Table of Contents
- Why Podcast-to-Podcast Advertising Works
- Understanding Ad Placements and CPM Rates
- Top Podcast Advertising Networks
- Creating Effective Podcast Ads
- Campaign Strategy and Optimization
- FAQ
Why Podcast-to-Podcast Advertising Works
When you advertise on another podcast, you're reaching people who already listen to podcasts. That's a significant advantage over other channels where you first need to convince someone to try the podcast format.
Here's the reality: 90% of podcast ad revenue now comes through dynamic ad insertion, which means the infrastructure for buying podcast ads has never been more accessible.
The Targeting Advantage
Podcast listeners are:
- Engaged: They've chosen to spend time with audio content
- Habitual: Regular listeners subscribe to multiple shows
- Trusting: Host endorsements carry significant weight
- Action-oriented: Podcast listeners convert at higher rates
Why It Beats Other Channels
Compared to social or display advertising, podcast ads offer:
- Captive audience: Listeners can't skip as easily as other formats
- Contextual relevance: Ads match the content environment
- Host credibility: Endorsements feel like recommendations
- Less competition: Fewer ads per listening session
Understanding Ad Placements and CPM Rates
CPM (cost per mille) represents what you pay per 1,000 impressions. Podcast CPMs vary significantly by placement, ad type, and show size.
Ad Placement Types
| Placement | Timing | Average CPM | Engagement |
|---|---|---|---|
| Pre-roll | Before episode | $15-30 | Moderate |
| Mid-roll | During episode | $25-40 | Highest |
| Post-roll | After episode | $10-20 | Lowest |
Mid-roll ads command premium rates because listeners are most engaged during the content. Pre-roll catches attention before the episode starts, while post-roll is cheapest but risks listeners tuning out.
Ad Types and Pricing
- Host-read ads: $25-40 CPM, highest trust and engagement
- Pre-recorded ads: $15-30 CPM, consistent messaging
- Programmatic/dynamic: $5-15 CPM, lowest cost, broadest reach
Premium and Niche Content
Shows with over 100,000 downloads per episode can command CPMs exceeding $50. Specialized niches like health, finance, and technology often see premium rates because of their valuable demographics.
Top Podcast Advertising Networks
Major Networks
Spotify/Megaphone
The largest podcast advertising platform with access to the Spotify Audience Network. Professional plans start around $99/month with CPMs ranging $15-35. Best for reaching massive, diverse audiences.
Acast
Global platform connecting creators with advertisers. Self-serve campaigns start at $250 with fully automated buying. Works across all podcast apps, not just their own network.
iHeartRadio
Access to 1,500+ podcasts with flexible weekly budgets. Pricing ranges $200-1,000 for 10,000-100,000 impressions at approximately $10 CPM. Ideal for reaching mainstream audiences.
Ad Marketplaces
AdvertiseCast
CPM-based marketplace with flexible requirements. Good for podcasters with smaller budgets who want to test podcast advertising without major commitments.
Podcorn
Affiliate-focused platform excellent for smaller shows. Connects advertisers directly with podcasters for host-read sponsorships and integrations.
Gumball
Focuses on direct-sold campaigns with premium inventory. Higher minimum budgets but access to quality shows.
Self-Serve Options
Spotify Ad Studio
Self-serve platform starting at $250 with location and interest targeting. Create your own ads or use their tools. Great for testing with smaller budgets.
Buzzsprout Ads
Beginner-friendly with a clean interface and low spend threshold. Easy entry point for podcasters new to advertising.
RedCircle
Offers dynamic ad insertion, targeting, and analytics. Good balance of features and accessibility.
Creating Effective Podcast Ads
Ad Length Guidelines
- 15 seconds: Quick hooks and brand awareness
- 30 seconds: Standard for most campaigns
- 60 seconds: Detailed pitches and storytelling
Most networks recommend 30-second spots as the sweet spot between cost and message delivery.
Writing Your Script
Open with a hook:
“"If you've ever wondered why you can't remember which episode covered that topic..."
Address the listener directly:
“"You probably spend hours creating great content. But can you actually find it when you need it?"
Include social proof:
“"Join 10,000 podcasters who've made their archives searchable."
Clear call to action:
“"Visit podrewind.com to try it free. That's P-O-D-R-E-W-I-N-D dot com."
Production Quality
Match the production quality of the shows you're advertising on:
- Conversational shows: Natural, unpolished reads work
- Produced shows: Higher production value expected
- News/business: Professional, authoritative tone
Host-Read vs. Pre-Recorded
Host-read advantages:
- Built-in credibility
- Natural integration
- Harder to skip
Pre-recorded advantages:
- Consistent messaging
- Easier to scale
- Full creative control
Campaign Strategy and Optimization
Targeting Your Campaigns
By show topic:
Target podcasts that share your audience's interests. A business podcast should advertise on other business, productivity, or entrepreneurship shows.
By audience size:
- Large shows (100k+ downloads): Broad reach, premium pricing
- Mid-size shows (10k-100k): Better engagement rates, reasonable costs
- Small shows (1k-10k): Niche targeting, lowest CPMs
By demographics:
Most networks offer targeting by:
- Geographic location
- Age ranges
- Interests and behaviors
- Device types
Testing Framework
Start with a testing phase before scaling:
- Select 3-5 shows in your target category
- Run 2-4 week campaigns on each
- Track unique URLs or promo codes per show
- Calculate cost per listener for each placement
- Double down on winners, cut losers
Frequency and Timing
- Minimum frequency: 3-4 exposures for listener action
- Campaign length: 4-8 weeks for meaningful data
- Timing: Align with your release schedule
Measuring Results
Attribution in podcasting is challenging. Use multiple tracking methods:
- Dedicated landing pages: unique URL per campaign
- Promo codes: trackable codes per show or network
- Post-listen surveys: ask new listeners how they found you
- Download correlation: track spikes after ad runs
FAQ
What's a good CPM for podcast advertising?
CPM rates range from $15-40 depending on ad placement and show size. Mid-roll host-read ads command premium rates around $25-40 CPM, while programmatic pre-roll can run as low as $5-15. Focus on cost per listener rather than raw CPM.
How much should I budget for podcast ad campaigns?
Start with $500-1,000 to gather meaningful data across multiple shows. Self-serve platforms like Spotify Ad Studio and Acast allow campaigns starting at $250. Scale your budget based on cost per listener once you identify high-performing placements.
Should I use host-read or pre-recorded ads?
Host-read ads typically outperform pre-recorded because listeners trust the host's endorsement. However, pre-recorded ads offer consistent messaging and easier scaling. Test both if your budget allows, but prioritize host-read for best results.