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Podcast Advertising Examples - Featured Ad Reads

The Viall Files
The Viall Files
Ad read for Shopify
Hacked
Hacked
Ad read for Zapier
Beautiful Stories From Anonymous People
Beautiful Stories From Anonymous People
Ad read for Hers
The Terrible Podcast - Steelers Podcast via Steelers Depot
The Terrible Podcast - Steelers Podcast via Steelers Depot
Ad read for MyBookie
CHGO Chicago Bears Podcast
CHGO Chicago Bears Podcast
Ad read for BetterHelp
10% Happier with Dan Harris
10% Happier with Dan Harris
Ad read for Dell
Girls Gone Bible
Girls Gone Bible
Ad read for Mint Mobile
The Newsmax Daily
The Newsmax Daily
Ad read for Webroot
Beautiful Stories From Anonymous People
Beautiful Stories From Anonymous People
Ad read for Hers
THEMOVE - OUTCOMES EPISODES ONLY
THEMOVE - OUTCOMES EPISODES ONLY
Ad read for HIMS
THE JAMIE O & MASON HO SHOW
THE JAMIE O & MASON HO SHOW
Ad read for Rula
The Viall Files
The Viall Files
Ad read for American Home Shield



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What type of podcast ads makes the most sense for me?

Criteria Best Podcast Ad Format
I want to control which shows run my ad? Host-Read (Baked-In or Dynamic)
I want something more tangible, like the ability to find my 30 or 60 seconds of ad real estate I purchased within that specific podcast episode? Host-Read (Baked-In)
I want to geo target my ad based on a certain region, state, city, zip code, DMA? Programmatic
I need to reach a certain type of audience based on demographics? Host-Read (Baked-In or Dynamic) or Programmatic
I want to reach a certain type of audience based on behavioral segments or psychographics? Looking to buy a car? Just purchased a new home? Just had a baby? Just got married? Programmatic
I'm an ad buyer that wants the most bang for my buck and like a little extra value? Host-Read (Baked-In)
I want the biggest return on my investment Data shows Programmatic

Podcast Advertising Rates

Pricing of podcast ads simply comes down to the amount of downloads/impressions the podcast receives in the first 30 days and the CPM rate. What does CPM mean? CPM stands for Cost Per Mille (latin for 1,000) or in our case the cost you pay per 1,000 downloads (listens) of your podcast.
The overall average rate for baked-in podcast host read ads are:
60 second spots: $25-28 CPM
30 second spots: $21-24 CPM
To calculate how much you can charge for your ad spots, here's the quick equation:
Cost = Reach * CPM / 1000
Or you can always use our calculator tool.
Now when you expand outside of baked-in host read ads, CPMs can vary. We've put together this table to help you better understand CPM rates across many different types of podcast ad units.
Podcast Ad Unit Cost (CPMs) Description Placement Targeting Capabilities
Baked-In Host Read $25-$40 30 or 60 Second Host-Read. Ad stays in that particular episode forever. Pre or mid-roll spot on NEW episode Target a specific podcast and episode
Dynamic Episodic $20-$25 30 or 60 Second Host-Read or Pre-Produced Ad. Ad is dynamically inserted into the new episode. Pre or mid-roll spot on NEW episode Target a specific podcast and episode
Dynamic Catalog $15-$20 30 or 60 Second Host-Read or Pre-Produced Ad. Ad is dynamically inserted into any episode within the entire catalog. Pre or mid-roll spot on ANY episode in catalog Target specific podcasts, time frame, or genre/category of shows
Programmatic $12-$15 30 or 60 Second Pre-Produced Ad. Ad is programmatically delivered in many different podcasts. Pre or mid-roll spot on ANY episode Target GEO (City, State, Zip, DMA, Lat/Long, POI) demographics, behavioral, time frames, etc
Then we went a step further on the second table to show CPM rates broken down by podcast genre/category. Note these are only for baked-in host read ads.
Podcast Category CPM Rate
Business $30
Health & Fitness $27
Technology $26
Education $26
Fiction $24
Science $23
Comedy $23
Society & Culture $23
Games $22
Leisure $22

Pricing Calculator

Determine an estimate on how much it will cost to run your next podcast advertising campaign.
Listener Reach?
How many Ad Spots? CPM Rate Libsyn Ads Avg. {{ getCurrentRateForReachAndLength(reach, 60) | my-currency }}
Industry Avg. $25

Estimated Cost

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