For Advertisers

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