Streaming Advertising
Advertise on Podcasts
Podcast Advertising Agency: Advertise on Podcasts with One Day
Reach loyal, niche audiences with authentic and engaging podcast ads.
Podcast advertising has gained significant traction as a way to connect with the 17 million UK adults who listen to podcasts each week, representing 30% of the adult population. The appeal of podcast campaigns lies in the fact that every ad is consumed end-to-end by listeners who have actively chosen the podcast in question, thereby enhancing brand trust and receptiveness to the messaging.
Listener numbers continue to rise across all podcast categories, and businesses benefit from higher recall rates than almost any other advertising format, as well as excellent conversion rates and strong returns on their investments.
One Day helps brands get into the ears—and minds—of their audience.
The Advantages of Podcast Advertising
Podcast listeners are highly engaged in the content, with 30% of British adults listening to at least one podcast a week and 42% tuning in monthly. This provides brands with a valuable opportunity to establish credibility through association.
Businesses can select optimal times or natural pauses in podcasts to broadcast their ads, as listeners almost always listen to complete episodes without skipping the ads.
Analysing audience data and statistics – information that podcast producers have readily available – enables us to select specific hosts, episodes, channels, and series where brands can generate superb impressions from audiences who fit their ideal consumer persona.
Podcast Advertising Model
There are two main ways that podcast advertising works. Either the host reads your ad script on your behalf at a place that feels natural or at designated ad slots, or your ads are dynamically inserted, usually as part of a pre-configured ad reel.
Podcast campaigns can run for flexible periods, which you can determine before the campaign begins or update based on engagement metrics and feedback.
Host-read ads are often perceived as more conversational and personal, allowing businesses to capitalise on the presenter's influence. However, they need to be clear that the ad script is indeed an advertisement.
Pre-roll, mid-roll, and post-roll podcast ads are played during natural breaks and pauses, ensuring audiences consume the promotion without a sudden pause in the content they’re listening to.
These types of ad campaigns are usually organised on a cost per thousand or CPM pricing basis, a scalable approach that allows brands to select series with high listen-through rates and low ad saturation while adapting their investment to their budgets.
Types of Podcast Ads
Pre-Roll Ads
This ad format plays your promotion at the start of a podcast episode, building better awareness as listeners tune in and at a moment where they are highly unlikely to click away, given that the episode is about to begin.
Mid-Roll Ads
Mid-rolls are embedded in podcast episodes, usually around 50% of the way through. Alternatively, they can be read live by the host at a similar point when listeners are focused, with one of the highest engagement rates of all formats.
Post-Roll Promotions
Post-rolls come at the end of a podcast episode and serve as a final brand message that maximises listener retention, especially for trending and high-listener podcasts, where a proportion will stay tuned for the following episode.
Dynamic Podcast Advertising
Dynamic ads can work with both real-time live podcast editions and pre-recorded broadcasts. The advertising content can be digitally inserted into the episode, allowing brands to target the specific time and day their messaging is shared.
Who Is Podcast Advertising For?
The popularity of podcasts means this type of advertising is a great option for a huge range of brands, including those with defined audience demographics that match the typical viewers tuning into podcast series. Some of the sectors most engaged in podcast advertising include:
Ecommerce brands and direct-to-consumer (DTC) companies who use podcast promotions to build loyalty and trust.
Professional, tech, and financial services providers that rely on the personalised nature of podcast ads to promote services that are dependent on consumer trust.
Health and wellness companies that use advertising to educate, inform and encourage take-up of apps and subscriptions.
Entertainment brands, such as TV and streaming services, which align podcast ads with new releases or launches.
Travel providers, both local and global, that use podcast ads to engage with leisure-focused audiences and younger adults, who are most likely to be interested in their promotions.
Why Advertise Through Podcasts?
There are multiple advantages of podcast advertising, especially for companies whose overarching goal is to develop trust and brand loyalty:
Podcast audiences demonstrate high levels of trust in the hosts and presenters they choose to listen to – a quality that brand advertisers leverage to ensure they are associated with the same sense of credibility.
Premium podcasts offer a quiet listening environment, free from distractions that can detract from the impact of podcast ads.
Customisable storytelling formats are suited to almost any ad, whether informative, professional, emotional or educational.
Podcast ads deliver conversion rates well above average, with standout returns for campaigns that incorporate exclusivity, such as offers or discount codes.
For brands, the primary focus of podcast marketing is capturing listener attention, which is incredibly difficult to achieve through any other advertising format or channel.
How Can One Day Help?
One Day is an all-senior team of advertisers and marketers with years of expertise in strategic audio media campaigns and buying ad real estate within podcast series. We support brands of every size that want to use podcast marketing to target business owners, younger Gen Z audiences, affluent parents and tech enthusiasts, ensuring they select the optimal series or episodes.
As a full-funnel team with a seamless, integrated approach, we ensure that every client identifies the ideal podcast environment for their promotions, from mainstream chart-topping series to niche markets, backed by assistance with script creation, host partnerships, and dynamic podcast ad delivery.
Latest Campaigns.
See below our selected work in media planning and buying, click or tap to view.
Motorsports - Experiential OOH Campaign
FMCG - Out-of-Home Campaign in Ireland.
Non-Alcoholic Beer - Out-of-Home Campaign & TV
Meet the Media Planning Team
Klaudia
Head of Department
Shelby
Media Planning & Buying
Scott
Media Planning & Buying
“Podcasts create an intimate space where audiences are tuned in and highly engaged, and at One Day Agency, we help brands become part of that conversation. Through host-read ads, sponsorships, and dynamic targeting, we craft campaigns that connect with listeners in moments of genuine attention.”
Ricardo Seixas, Founder and CEO, One Day Agency
Frequently Asked Questions.
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In most cases, podcast ads are structured on a CPM model, which means you can set a maximum budget ceiling based on the total you’re willing to invest or measure returns against the CPM to decide when to spend more and double down on high engagement.
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Ads read by the host are typically embedded into the show and played automatically at a natural point during each episode. Dynamic ads work differently and are inserted when the podcast episode is downloaded, allowing for time-sensitive adjustments to be made.
