Types of Podcast Ads in 2025 with Examples
There are two primary kinds of podcast ads: integrated ads that are typically read live by the host and permanently embedded into the show, and pre-produced (host-read or read by a voice actor) ads that are likely bought programmatically and dynamically inserted. There is also a wealth of emerging podcast ad types, including branded segments, product placements in video podcasts, and sponsorships.
At Ad Results Media, we know that no one ad type is inherently better than another. Each has its strengths, and the type you choose will depend on your marketing objective. Moreover, we see that a mix of ad types often delivers the best results, since each augments others’ strengths.
Live host-read ads, for example, have the incredible persuasive power of personality-driven media and allow brands to benefit from an audience’s connection to their podcast hosts. In fact, 70% of podcast listeners say they feel emotionally connected to individual shows or hosts and 54% say they are more likely to trust brands that support their favorite podcast.
Programmatic ads, also known as dynamically inserted (DAI) ads, offer brands a great deal of ease, targeted reach, buying efficiency, and creative control. Ad sales and delivery are automated. With the industry moving toward outcome-based planning and buying, programmatic podcast ads offer a turnkey approach to reach a brand’s target audience without any waste.
Branded content is also an opportunity for brands to activate their audiences. This type of content integrates promotional messaging within editorial content, typically either as a branded segment or full episode. While not yet as common as dynamically inserted or integrated ads, it’s a growing and effective ad delivery method.
Additionally, as video podcasts emerge as a principal way for audiences to discover and engage with podcast content, product placements are another means of spotlighting a brand during a show.
Below, we break down the different types of podcast ads and provide best-in-class examples to help you understand their effectiveness.
Podcast Ad Formats, Placement Types & Examples
When planning a podcast media buy, brands must develop a plan that includes ad formats and placements that will efficiently achieve current goals. Ad formats refer to the ad creative type and, ultimately, the experience listeners receive. Ad placements refer to when the ad creative is served during an episode.
What Are the Main Podcast Ad Types?
Live host-read, pre-produced host-read, pre-produced voice-over ads, custom segments, and presenting sponsorships are the most common types of podcast ads. All are defined below.
Live Host-Read Ads
Live host-read ads (sometimes called “baked-in” ads) are endorsements delivered conversationally by the podcast host or hosts within an episode. There are many opportunities to place these ads throughout the show, but they are commonly delivered at the beginning (pre-roll) or the middle of the show (mid-roll). These live permanently within the show’s content.
Pre-Produced Host-Read Ads
Pre-produced host-read ads are endorsements read by the podcast host but are not delivered live. Instead, they are pre-recorded for delivery at the beginning or middle of the show. A benefit of pre-produced host-read ads is that they can be inserted dynamically and rotated in and out of the show based on criteria defined by the ad buyers and sellers.
Pre-Produced Voice-Over Ads
Pre-produced audio ads are recorded in advance, similar to more traditional types of advertising where the final ad creative is provided to the media owner. A voice actor is used instead of a host to deliver the message. These ads are inserted dynamically.
Custom Segments
Custom segments refer to a custom brand integration woven throughout the show content, rather than for a designated period at a designated point in the show. This allows a brand’s message to fit seamlessly into a podcast episode’s content. These are delivered by the show’s hosts. Custom segments take many shapes, but one example is a sponsored interview with the brand’s founder on a business-focused podcast during an episode about a topic relevant to the brand’s mission.
Presenting Sponsorships
Presenting sponsorships typically include a pre-roll mention, and mid- and post-roll host-read ads. These sponsorships can last for an entire season or a predefined number of episodes. Sponsorships can also be negotiated to give an advertiser a 100% share of voice in these episodes.
Branded Podcasts
Branded podcasts allow brands to tell nuanced stories that resonate emotionally and intellectually in a longer format. These are podcasts created by a company that share content and stories relevant to their audience to build affinity, engage audiences, and establish the brand as an authority or thought leader in its field.
Emerging Podcast Ad Types
Video podcasts are increasingly common. In 2025, 1 billion people are watching podcasts on YouTube every month, making it the most popular place to consume podcasts. Video podcasts leverage the power of audio, but they introduce visual elements to enhance storytelling, brand recognition, and engagement.
Video podcast ads include live host-read, pre-recorded ads that are dynamically inserted, custom segments, and presenting sponsorships. They can also include product placements or enhance sponsorships with more visual placements of brand logos and additional brand visuals.
Podcast Ad Delivery Methods
There are two main types of podcast ad delivery methods: integrated and dynamically inserted. These methods refer to how an ad is inserted into an episode on the back end and served to the audience, and listeners typically can’t distinguish between the two. The delivery method comes down to the brand's campaign objectives.
Integrated
Integrated ads—also known as baked-in, hard-coded, or embedded ads—are a permanent part of a podcast episode's audio file, meaning once they're recorded and inserted into the episode, they remain there indefinitely. Unlike dynamically inserted ads that can be updated or changed over time, integrated ads are fixed within the content. This type of advertising ensures that the ad message continues to reach new and repeat listeners as long as the episode is available. As the podcast continues to garner downloads and streams over time, the integrated ad provides enduring value for advertisers. Since they are permanent, however, these ads need to be timeless and broadly relevant, avoiding specifics that might date them, such as references to current events or short-term promotions.
Dynamic Insertion
Dynamic ad insertion (DAI) is an ad delivery method in which programmatic advertising technology is used to place ads in specific episodes as they’re being downloaded or streamed. Advertisers can buy these ads directly from a network or publisher or through an agency. Since these ads are dynamic, they can more readily reach a podcast’s full audience—no matter what episode they are listening to—and are more easily scaled and targeted.
DAI gives brands greater control and creative opportunities, enabling them to adjust budget or messaging as needed. They can be removed at the end of a campaign, which gives advertisers a great deal of flexibility to pivot, highlight specific promotions, and give listeners a personalized ad experience. While DAI offers flexibility, some listeners and creators are concerned that the podcast medium—which is known for its light advertising load—risks becoming cluttered due to DAI ads, which now generate 84% of all podcast ad revenue, nearly doubling between 2022 and 2024.
Podcast Ad Placements
Podcast ad placements are the industry standard time slots for when an ad is served. Ads generally run at the beginning, middle, or end of an episode. The exception to these general placements are custom segments, which may run at any point in the podcast episode.
- Pre-Roll Ad: An ad placed at the beginning of a podcast episode
- Mid-Roll Ad: An ad placed near the middle of a podcast episode
- Post-Roll Ad: An ad placed at the end of a podcast episode
Breaking Down All Podcast Ad Type Variations
There are many variables to consider when developing a podcast advertising campaign, including what type of ads to use and why. Below, we break down the pros and cons of each ad type and what we like most about each type.
| Ad Type | Pros | Cons | What Makes One Good? | Examples | |||
|---|---|---|---|---|---|---|---|
| Live Read, Host Read, (Host Endorsed), Integrated | Executed live, creating an organic feel.Host-voiced with personal endorsement, enhancing audience connection.Permanent inclusion in show content. |
| Enthusiasm from hostInclusion of personal and relatable experiences | Butcher BoxCaliper Foods Solo StoveZipRecruiter | |||
| Live Read, Host Read (Not Endorsed), Dynamic Ad Insertion (DAI) | Host-voiced for a native feel to show contentAdvertisers control ad read content.Dynamic Ad Insertion (DAI) caters to specific needs, ideal for time-sensitive promotions. |
|
| PolicyGeniusEgnyte | |||
| Pre-Produced, Host Read, Dynamic Ad Insertion (DAI) | The ad is in the host’s voiceCan be included across multiple shows |
| Smooth, seamless transition from show content to ad. | ||||
| Pre-Produced, Producer Read, Dynamic Ad Insertion (DAI) |
|
|
| Talkspace Best Fiends | |||
| Pre-Produced, Third-Party Voice-Over Dynamic Ad Insertion (DAI) |
|
| Write the copy/script specifically for produced spot that follows creative best practices Avoid using a music bed | Talkspace Noom |
How We Prepare a Podcast Ad Campaign Launch
Pre-campaign planning for podcast ads includes evaluating brand safety and suitability, as well as ensuring the brand and podcast share similar values and audience interests. This process requires carefully vetting and partnering with podcasts that align with the brand's ethos and message, avoiding content that could damage the brand's reputation.
The goal is to make the advertisement feel like a natural part of the podcast, enhancing listener engagement and maintaining the integrity of the podcast environment. Effective planning results in ads that resonate with the audience, making the campaign more successful by targeting receptive listeners and maintaining a harmonious brand-podcast relationship.
How We Evaluate a Launch Post-Campaign
Some of the key evaluation criteria we include are:
Endorsement Quality
For a host-read ad, does the message sound authentic and believable? Did it include a personal story? Did the host read all talking points and legal disclaimers? Did they use any unapproved language?
ARM prioritizes pairing brands with creators who use and like the product or service in question, because when the message rings true to listeners, it has a greater impact.
Delivery
Did the ad placements deliver as planned? Were they in the appropriate time slots in the episodes? When we assess delivery, we consider where in the show the ad was played and if it was delivered at the frequency agreed upon.
Spot Length
For live, host-read ads, did the host or producer adhere to the minimum spot length or was their endorsement longer or more detailed than planned? Different spot lengths—30 seconds or 60 seconds, typically—are effective in different scenarios, on different shows, and for different products. Spot lengths are tailored to the brand, show, and message, so it is important that they are delivered at the appropriate length.
Calls to Action
Calls to action (CTAs) are a crucial piece of the advertising puzzle that improve response rates and conversion. Offering clear instructions of the next steps, CTAs explain to listeners what actions to take to continue connecting with a brand. It is important to assess whether the CTA provided clear instructions and was repeated more than once to ensure the audience remembers the message and can take the next step in the customer journey. This might include mention of the promo code or vanity URL associated with the advertising, which brands should ensure were read correctly.
Brand Safety
Brand safety is a crucial consideration before placing an ad—but it is also important to verify post-launch. Brands should ensure that none of the episodes contained potentially harmful or sensitive content that does not align with their values.
Production Quality
Production quality is everything in audio. If audio levels are off, the script is flat, or another creative element is lacking, it can impact campaign performance. When assessing production quality, assess the script itself, the audio quality, and volume balances.
How to Write Great Podcast Ad Copy
The heart of an effective ad campaign is great creative. That starts with ad copy that shines. Here’s our CliffsNotes on crafting the right message for your listeners.
Speak Your Audience’s Language
One size doesn’t fit all! Take a closer look at who you are targeting with this particular campaign and consider their interests, needs, and tastes. Use that information to make minor but meaningful adjustments to your copy. This customization creates real connection.
Trust the Wisdom of Creators
When partnering with a podcast creator for an integrated, live-read ad, or a host-read DAI ad, allow them to use their storytelling prowess to tailor your core message. Creators know their audiences well and can speak authentically about why your brand will resonate with them.
Keep it Conversational
A podcast ad strength is how the audience can relate to their favorite hosts. Using too many buzzwords, jargon, and legalese sound inauthentic coming from the hosts know and love and can make listeners tune out. Keep messaging simple and relatable.
Podcast Ad Script Examples
Writing a great podcast advertising script is both an art and a science. The podcast listener’s user experience is different from other forms of advertising. Which makes it crucial to put yourself in the minds of your consumers. A memorable ad is centered around an emotional concept that that resonates.This drives recall and action. Think about what spots have stuck with you over the years and consider what made you connect with them. Humor? The sound design? A celebrity spokesperson?
Here are a few real scripts from our advertisers that utilize best practices and will hopefully inspire you!
BetterSleep
This pre-produced, 60-second ad was developed for the BetterSleep app, a premium platform for sleep sounds and meditations with a sleep tracker and other tools to help users get deep rest. This ad leverages a voice actor and features compelling content from the product and a clear CTA.
AllTrails
AllTrails is an adventure app with trail info, offline maps, detailed reviews, and photos. This 60-second ad, which was pre-produced, highlights product features with a professional voice actor, high-quality production, and an incentivized CTA to track attribution and boost conversion.
Indochino
This 60-second, pre-produced ad for Indochino, a brand with 92 physical locations and a robust online marketplace for custom men’s suits, leverages humor and a professional voice actor to deliver a high-quality ad with a clear CTA and promo code.
How to Choose the Right Podcast Ad Type for Your Campaigns
With so many podcast advertising options available, it can feel overwhelming to select the right type and placement. To select correctly, identify the campaign’s goals, audience, and budget. This allows brands to select trust-building host reads or scale their reach with programmatic ads.
Understanding the strengths of different ad types and aligning those with current brand goals helps in the selection process and smooths the way to the most successful campaign possible.
Choosing the right podcast ad type depends on several factors:
Brand Awareness vs. Direct Response: If your goal is to build trust, host-read ads work best. For immediate conversions, dynamically inserted ads may be more effective.
Targeting Capabilities: Brands wanting precision targeting to boost engagement cost-effectively should consider dynamically inserted ads.
Budget Considerations: Large budgets allow for custom segments and sponsorships that create brand affinity and strong brand association with the podcast. On the other hand, brands with smaller budgets might look to DAI for highly targeted and effective ads that can be adjusted as needed.
Your Message: If your product aligns closely with a specific podcast, a host-read ad may feel more natural and engaging. Since host-read ads have a high listener recall rate, this can be a powerful investment for brands looking to build affinity.
Conclusion
As a specialized agency focusing on audio, ARM has the unique ability to centralize a fragmented industry into one touchpoint. We offer multi-platform audience access across many different content and network vendors so brands don’t have to deal with multiple points of contact.
We offer our podcast advertising partners:
- A single point of contact for thousands of creators and media outlets
- Streamlined order entry and billing capabilities
- Dedicated media analyst teams specializing in audio performance analysis
- A proprietary tech stack and entire department dedicated to ad grading, ad compliance, and brand safety
- A dedicated creative team for all ad development and trafficking
- A dedicated team for client and new host onboarding calls to ensure brand message, tone, feel and call to action are perfect
Ready to craft the right campaign, with the right creators, the right placements, and the right prices? We’d love to help you meet your goals. Send us a note about what you’re dreaming of.
