Podcast Advertising: A Guide to Agencies, CPMs, and Ad Placements
At some point in your podcasting career, you’re likely going to want to monetize your show. One of the most reliable ways to monetize is by partnering with podcast advertising agencies.
These agencies serve as the bridge between podcasters and advertisers, offering opportunities for creators to earn revenue through ads.
In this article, we’ll explore how podcast advertising agencies work, highlight some of the top agencies in the industry, and break down everything you need to know about ads, CPMs, and placements.
What Are Podcast Advertising Agencies?
Podcast advertising agencies specialize in connecting podcasters with brands that align with their content and audience.
They handle everything from negotiating ad deals to managing campaigns, giving podcasters a streamlined way to earn revenue.
Whether you’re a niche creator or a podcast powerhouse, there’s an agency out there that fits your needs.
Agencies typically work on a revenue split (common ratios are 70/30 or 60/40, with the podcaster receiving the larger share) and require podcasters to meet specific download thresholds to join their roster.
For podcasters with engaged audiences, this can be a lucrative way to monetize, especially if you partner with an agency that understands your niche.
Top Advertising Agencies for Podcasters
Here’s a list of some of the leading podcast advertising agencies, along with how they operate and their requirements.
AdsWizz
AdsWizz provides cutting-edge tools for programmatic advertising, allowing podcasters to dynamically insert ads tailored to their audience. As part of the SiriusXM family, AdsWizz connects creators with a broad network of advertisers, offering scalable solutions for maximizing revenue.
Requirements: Varies by platform and campaign type.
Best For: Podcasters seeking advanced targeting capabilities and data-driven ad monetization.
Libsyn Ads
Libsyn Ads is a premier podcast advertising network that connects podcasters with advertisers, facilitating monetization through host-read ads. Podcasters can list their shows on the platform, setting their own ad rates and approving advertisers to ensure alignment with their content and audience
Requirements: A minimum of 20,000 downloads per episode
Best For: Podcasters with substantial audiences seeking to monetize through host-read advertisements.
True Native Media
This boutique agency prides itself on personalized service. They focus on matching advertisers with podcasts in their niche and guiding campaigns from start to finish.
- Requirements: 10,000 downloads per episode in 30 days.
- Best For: Mid-sized podcasts looking for hands-on support.
Oxford Road
Oxford Road is a powerhouse in the audio advertising space, working with premium brands to create highly effective campaigns. They specialize in direct-response advertising, ensuring brands see measurable ROI.
- Requirements: Varies by podcast.
- Best For: Podcasts with solid audience engagement and strong niches.
Glassbox Media
Glassbox focuses on simplifying podcast monetization for creators. They provide tools to maximize ad revenue while offering support to build sustainable income streams.
- Requirements: Varies, but generally mid-to-large-sized podcasts.
- Best For: Podcasts that want both ad revenue and growth support.
SPAN – The Spotify Audience Network
SPAN offers programmatic advertising through Spotify, allowing podcasters to monetize by dynamically inserting ads into their shows. This network is highly automated, providing a simple way for podcasters to start earning.
- Requirements: Must host on Spotify or Anchor.
- Best For: Spotify-hosted podcasts seeking streamlined ad solutions.
Veritone One
Veritone One is a full-service agency handling podcast, radio, and influencer campaigns. They create custom plans to connect brands with highly targeted audiences.
- Requirements: Varies, but podcasts with a loyal, engaged following are preferred.
- Best For: Podcasters seeking comprehensive campaign management.
AudioGo
AudioGo allows podcasters to reach advertisers without needing massive download numbers. It focuses on small to mid-sized creators and offers flexible monetization options.
- Requirements: Low to moderate download thresholds.
- Best For: Podcasters starting their advertising journey.
DAX (Digital Advertising Exchange)
DAX connects podcasts with advertisers through a large network of audio inventory. They specialize in programmatic ads and offer demographic targeting.
- Requirements: Varies by show.
- Best For: Podcasts looking for programmatic advertising options.
Triton Digital
Triton Digital is a global leader in audio and podcast advertising technology. Their solutions include programmatic buying and detailed analytics, making it easy for podcasters to scale monetization efforts.
- Requirements: Varies, but geared toward podcasts with growing or established audiences.
- Best For: Podcasters focused on scaling and leveraging advanced data-driven insights.
Ad Results Media
Ad Results Media is a full-service agency specializing in podcast advertising, connecting podcasters with brands to create authentic, host-read ad integrations. They manage the entire advertising process, from strategy development to campaign execution, ensuring seamless partnerships between creators and advertisers.
- Requirements: Varies based on podcast niche and audience engagement.
Best For: Podcasters seeking comprehensive advertising solutions and personalized campaign management.
How Do Podcast Advertising Agencies Work With Podcasters?
Advertising agencies typically follow these steps when partnering with podcasters:
Sign-Up
Podcasters submit their shows to the agency for consideration. Download thresholds and niche alignment are key factors.
Matching
Agencies match podcasts with advertisers based on audience demographics, show content, and listener engagement.
Campaign Management
Agencies negotiate rates, manage ad placement, and handle reporting for the advertiser. Podcasters receive a share of the revenue.
Revenue Split
Agencies take a percentage of the ad revenue, with most splits favoring the podcaster (e.g., 70/30).
Types of Podcast Ads and Formats
There are two main types of ads you’ll hear in podcasts:
Host-Read Ads
The host reads the ad, adding a personal touch that resonates with listeners. These are often more engaging and authentic.
Pre-Produced Ads
These ads are professionally recorded and sound like traditional radio spots, often with music and sound effects.
Podcast Ad Formats: Baked-In vs. Dynamic
- Baked-In Ads: Permanently part of the audio file.
- Dynamic Ads: Pre-recorded and inserted at specific timestamps, offering flexibility for campaigns and targeting.
Podcast Ad Placement
Ad Placements In a Podcast Audio File
Ads are typically placed in three spots during a podcast episode:
Pre-Roll: At the beginning of the episode (short and less expensive).
Mid-Roll: The sweet spot, in the middle of the show (longer and more valuable).
Post-Roll: At the end of the episode (often skipped).
How Much Money Can You Make?
Earnings are based on a CPM (Cost Per Mille) model, which calculates payment per 1,000 downloads.
CPMs typically range from $15–$25, depending on factors like podcast niche, ad placement, and audience size.
Here’s an example:
- Downloads: 10,000 per episode in 30 days.
- CPM: $20.
- Revenue for One Ad: 10 (10,000 ÷ 1,000) x $20 = $200.
Preparing Your Podcast for Agencies
To improve your chances of working with an advertising agency:
- Grow your downloads to meet agency thresholds.
- Build a solid audience that aligns with advertisers’ needs.
- Create a media kit with key stats and audience insights.
- Release episodes consistently to establish credibility.
Finding Right Podcast Advertising Agency
Monetizing your podcast through advertising agencies is one of the most efficient ways to turn your passion into profit.
By connecting creators with brands that align with their audience, these agencies streamline the process of securing sponsorships and managing ad campaigns.
Whether you’re a budding podcaster or an established creator, there’s an agency tailored to your needs, offering opportunities ranging from boutique hands-on service to automated solutions like SPAN’s programmatic ads.
From understanding CPMs and ad placements to crafting a media kit and meeting download thresholds, setting your podcast up for agency partnerships requires preparation and strategy.
By leveraging the right agency, you can maximize your earning potential and focus on what you do best—creating engaging content.
Your podcast is your platform, and with the right partner, the possibilities for growth and revenue are endless.