Tired of guessing which podcasts are worth your ad budget? Learn vetting processes and targeting strategies that help brands spend smarter
Podcast advertising has become a sizable item in B2B cybersecurity marketing budgets. The Interactive Advertising Bureau reported U.S. podcast ad revenue at ~$2.4 billion in 2024, and B2B-focused shows pull premium CPMs because of who’s listening: senior security professionals, compliance leads, and the people approving infosec budgets. This guide is for advertisers planning a cybersecurity … Read more
Costs in B2B paid acquisition are rising. LinkedIn CPCs commonly sit in the $8–$14+ range going up to $25, and competitive B2B/SaaS search terms often cost $20–$60+ per click. B2B display campaigns typically convert at a few tenths of a percent, well below 1%. The B2B paid playbook of three years ago is getting more … Read more
Podcast advertising is one of the highest-recall, highest-engagement channels in marketing right now, and the brands that should be leading the category are barely using it. The 15.8% of US podcast ad spend that comes from financial services is mostly captured by a handful of fintech and consumer-banking leaders that figured out the compliance model … Read more
Tech podcasts often attract audiences filled with startup founders, operators, and investors. This makes them a strong channel for reaching this niche. Data backs up their effectiveness: podcast sponsorships consistently outperform other major ad channels in short-term return on ad spend (ROAS). Channel Short-term ROAS Podcast Ads 4.2× Social Media 3.6× Display Ads 3.2× Video … Read more
A brand ran a three-episode pilot. The CPA came back at $58. Attribution was clean. Two survey respondents named the show unprompted at checkout. The internal verdict: it worked. Then they moved to the next show on the test list. What they left behind was an audience that already recognised their brand name, a host … Read more
You found the shows. The audiences matched your buyer on paper. The CPMs looked reasonable for the reach. So you signed off on a multi-show plan and waited. Two months later, the data came back with nothing clean to point to. Not a disaster. Just silence. And now someone in the room is asking whether … Read more
You committed budget to a podcast campaign. The episodes aired. Six weeks later, someone pulled the data and the room went quiet. No clear sales lift. Nothing clean to point to. And now the conversation has shifted from how to scale this to whether it ever worked at all. Here’s what’s worth knowing before that … Read more
Two campaigns ran at the same budget last quarter. One went to a mid-tier lifestyle influencer with 280,000 Instagram followers. The other went to a podcast with 9,000 weekly listeners covering exactly the problem the product solves. The influencer post got 3,800 likes and 44 comments. The podcast placement drove 23 promo code redemptions in … Read more
You approved the podcast budget. You filtered by content category, picked shows that matched your product, and the download numbers cleared whatever threshold someone in the room had decided was enough. Two months later, the data came back flat. No traffic spike you could point to. No sales lift tied to a specific show. Just … Read more
You approved the budget. The show had 80,000 monthly downloads. The CPM looked fair for that reach. Two months later, the data came back flat. No traffic spike, no sales lift, no clean signal that any of it worked. Here’s the part worth knowing before you call it a channel problem: the medium wasn’t the … Read more