Podcast Marketing
Content MarketingAlso: Branded podcast · Podcast advertising · Audio content marketing
Quick definition
Podcast marketing involves either creating a branded podcast to build audience and authority, or advertising on existing podcasts to reach their established audiences. It is a long-form, trust-heavy channel best suited for brand building rather than direct response.
Where it shows up in the data
A podcast produced by a company to build audience and authority in a topic area. The brand is either the host or the producer. Spotify and HBR both run well-known branded podcasts.
Paying to have your brand mentioned or featured in someone else's podcast. Formats include pre-roll (before the episode), mid-roll (during) and post-roll (after). Mid-roll from the host converts best.
The podcast host reads your ad in their own voice, often with personal endorsement. This format converts significantly better than pre-produced ads because it borrows the host's trust with their audience.
Podcast attribution is notoriously difficult. Unique promo codes or URLs are the most common approach. Some platforms offer pixel-based attribution for listeners who then visit a website.
What it actually means
Podcast audiences are unusually loyal and engaged. The average podcast episode holds attention for 20 to 40 minutes, which is unheard of in digital marketing. That creates genuine brand recall and trust. The tradeoff is that it is a slow channel. Building a podcast audience from zero takes 12 to 24 months of consistent publishing, and attribution is imprecise.
Podcasts build the kind of trust that takes years to earn through other channels, and they do it while the listener is doing the dishes.
How it shows up
Podcast advertising impact shows up in branded search volume increases, promo code redemptions and brand awareness surveys. For branded podcasts, track download numbers, listener retention (episode completion rates) and email subscribers acquired through the show.
The Australian context
Australian podcast advertising is still developing compared to the US but is growing quickly. Categories with the most active podcast advertising include finance, health, technology and professional development. The B2B podcast advertising market is small but effective for niche professional audiences.
Where people get this wrong
Related terms
Common questions
How much does it cost to advertise on an Australian podcast?
CPM (cost per thousand listeners) for Australian podcasts typically ranges from A$30 to A$80 for mid-roll host-read ads, depending on the show's audience size and niche. Smaller niche shows with highly targeted audiences often outperform larger general shows for conversion.
How long until a branded podcast builds a meaningful audience?
Most shows do not gain real traction until 12 to 18 months of consistent publishing. The first 6 months are almost entirely about building systems and improving quality. Plan for a long runway.
About New Rebellion
New Rebellion is a marketing intelligence consultancy. We build tools, score Australian businesses on how their marketing actually performs, and publish Debrief every day. This dictionary is part of how we work in the open.
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