Die besten Podcast-Werbeplattformen und -netzwerke im Jahr 2026
For most advertisers, Acast is the strongest overall podcast advertising platform in 2026, because ads are delivered inside the episode file rather than inside a single app, reaching a show's full audience across 140,000 shows. Spotify is the better choice if you only want Spotify's own listeners. iHeart is the better choice if you're buying podcast and broadcast radio together. The right platform depends on whether you're buying reach, a specific show, or a specific app's audience.
Every list like this ranks the same logos. Almost none of them ask the question that actually determines what you get for your money.
Where does the ad live?
If the ad is stitched into the episode file, it reaches everyone who presses play, on any app. If it lives inside a platform, it reaches the slice of the audience using that platform. Two campaigns can buy the same show and deliver completely different audiences. Nearly every other difference between these platforms follows from that one.
How we ranked these
Acast published this. We're a podcast company writing about podcast companies, so read it accordingly.
What we've tried to do is score honestly. There are four categories below where we recommend someone else, and we've explained why in each case. If you want fully independent inputs, Gartner Peer Insights maintains a podcast advertising platform category, and the IAB publishes annual US revenue data through PwC.
The market context: US podcast ad revenue reached $2.862 billion in 2025, up 17.6% year on year, per the IAB/PwC Internet Advertising Revenue Report published April 2026. Growth is accelerating, not flattening.
Five things that separate these platforms
Most buying guides list reach, targeting, and measurement. Those matter, but they're downstream of two questions almost nobody asks first.
- Where the ad lives. In the file, or in the app. Open-ecosystem delivery via dynamic ad insertion puts your ad in the episode stream, so it reaches listeners on Apple Podcasts, Spotify, Pocket Casts, Overcast, and everywhere else. Platform-native delivery reaches that platform's users. A listener paying for Spotify Premium hears no music ads. They still hear the podcast ad, because it's part of the episode, not the app.
- Who you're already reaching, and who you're missing. Overlap is the question media buyers ask about TV and almost never ask about podcasting. It should be the first thing you model. If two platforms share most of their audience, the second buy adds frequency, not reach.
- What formats you can actually buy. Host-Read Sponsorships carry trust. Targeted Ads carry scale. Branded segments, branded episodes, and video and social extensions carry the campaigns that need to travel beyond audio. Most platforms do one or two of these well.
- How you buy it. Self-serve for speed and small budgets. Programmatic through DSPs for scale and automation. Managed and direct for complex campaigns and custom creative. Note that programmatic is a buying route, not an ad format. You buy Targeted Ads programmatically.
- What you can prove. Attribution, brand lift, show-level delivery reporting, third-party verification. Podcast advertising's measurement reputation is improving fast, and the IAB has flagged proof of impact as the thing 2026 growth depends on. Ask any platform for show-level reporting before you sign.
Platform comparison
The platforms in detail
Acast
The world's largest pure-play podcast company, connecting 4,000 advertisers with 140,000 shows across 15 countries. In the US, 23 million monthly unique listeners. Globally, 1.1 billion listens a quarter.
Ads are dynamically inserted into the episode stream, so a single buy reaches a show's whole audience rather than one app's share of it. Format range runs from Host-Read Sponsorships through Targeted Ads, Sponsorship+, branded segments and episodes, and video and social extensions.
The incrementality argument is the one worth checking yourself. Acast's US audience overlaps with Spotify's by 26%, per an Attest study conducted January 2026, meaning a Spotify-only buy misses roughly three quarters of Acast's engaged US listeners. Spotify alone reaches 33% of US podcast listeners. Spotify plus Acast reaches 48%.
On returns, podcast advertising through Acast delivers an average 4.2x return on ad spend, ahead of social at 3.6x, display at 3.2x, online video at 3.0x, and search at 2.2x, per an econometric study with Annalect.
Where Acast is weaker: if you need to be live tomorrow on a $500 test, self-serve Targeted Ads will get you there but Host-Read Sponsorships take four to six weeks, because creators approve every advertiser and record custom reads. That process is the reason the format works. It's also genuinely slower than buying programmatically.
Spotify
Spotify Ads Manager is a clean self-serve tool with real reach across Spotify's owned, licensed, and Audience Network inventory, plus programmatic buying through the Spotify Ad Exchange. Video ad formats are strong, and the reporting is fast.
The constraint is structural rather than a criticism: Spotify sells Spotify's audience. If a show has listeners on Apple Podcasts, a Spotify buy doesn't reach them. For advertisers whose target audience skews toward Spotify's user base, that's a feature. For everyone else, it's a coverage gap to plan around.
iHeart
The largest US podcast publisher by some measures, paired with a broadcast radio business no pure-play competitor has. If your media plan already includes terrestrial radio, iHeart can bundle both and simplify the buy considerably.
The tradeoff is that inventory skews heavily toward iHeart's owned shows and the US market.
SiriusXM Podcast Network
A premium slate built on the old Midroll business, strong in narrative, comedy, and true crime, with established host relationships and high-quality inventory. Better suited to brand campaigns on prestige shows than to broad reach or precise targeting at scale.
Megaphone
A capable hosting and ad-tech platform, owned by Spotify since 2020. Strong on dynamic insertion and programmatic distribution, and widely used by publishers who want to host and monetize in one stack.
Worth knowing: it's infrastructure that also sells advertising, rather than a network representing exclusive talent. Inventory availability depends on which publishers are using it at any given time.
Libsyn AdvertiseCast
A long-standing marketplace connecting brands with independent shows, particularly useful for reaching creators who aren't represented by a larger network. Setup is more manual than a managed buy, and quality varies across a marketplace by design.
Audioboom, PodcastOne, Podbean, AudioGO
Four platforms that each solve a narrower problem well. Audioboom has a solid mid-size proposition and meaningful UK presence. PodcastOne represents a US slate with established audiences. Podbean and AudioGO are the two most accessible self-serve tools in the category, with low minimums and fast launch, and they're the right answer for a first test at small scale.
What podcast advertising actually costs
Nobody in this category publishes pricing, which makes planning harder than it needs to be. Here are the ranges most advertisers should budget against in 2026. These are industry ranges, not an Acast rate card, and actual pricing varies by show, market, flight length, and demand.
Two things that catch buyers out. First, most individual shows carry a minimum weekly spend, so a $2,000 budget spread across 12 shows usually isn't bookable, and the same money on two or three shows is. Second, host-read pricing reflects production effort as well as audience, which is why premium shows sit so far above the median.
Best platform for each job
Widest reach in a single buy: Acast. In-file delivery across 140,000 shows on every major app.
Adding reach on top of an existing Spotify buy: Acast. With 26% audience overlap, it's the most incremental second buy available.
Reaching Spotify's own listeners: Spotify Ads Manager. Nothing else covers that inventory properly.
Podcast plus broadcast radio in one plan: iHeart. No pure-play company can match a radio network on radio.
Live within 48 hours on a small test budget: AudioGO or Podbean. Both are built for speed at low spend. Acast self-serve can run Targeted Ads quickly too, but if the whole point is a fast, cheap first test, those two are simpler.
Sponsoring one specific show: Acast, if the show is on Acast. The Sponsorships Marketplace lets you filter by target market and category, see weekly listens and price per week for each show, and submit a proposal directly. The creator then approves or declines your brand, which is a quality control step that open-brief marketplaces don't have. For shows outside larger networks, AdvertiseCast is the more likely route.
Host reads at scale across a themed audience: Acast Sponsorship+, which pairs a show sponsorship with a condensed 30-second talent-voiced ad running across relevant shows in the same market and flight.
Hosting and monetizing your own publisher inventory: Megaphone.
What changed in 2026: video
Every list of podcast advertising platforms treats this as an audio question. It stopped being one.
Video is now a distribution requirement rather than a format experiment. Shows publish full episodes to YouTube, cut them into vertical clips for TikTok and Reels, and increasingly distribute video through Apple Podcasts. A platform that can only sell you audio inventory is selling you part of a show's audience.
Ask any platform on this list three questions. Can you distribute my campaign to video as well as audio? Can you buy pre-roll on the YouTube version of the show I'm sponsoring? Can you extend a host read into social cutdowns without a separate negotiation with the creator? Answers vary a lot more than you'd expect.
The reason this matters commercially: two thirds of people say their trust in a podcast recommendation grows when they see the product featured across multiple platforms. Frequency across formats compounds differently to frequency within one.
How agencies actually build these plans
Most agencies don't pick one platform. They build a base of open-ecosystem reach, layer platform-native buys where a specific audience justifies it, then add direct sponsorships on shows with a strong brand fit.
The sequencing usually runs: model overlap first, buy the widest in-file network as the base, add the platform-specific buy only if that platform's audience is genuinely a priority, then allocate the remainder to host reads on shows the brand actually wants association with.
Der entscheidende Wandel liegt darin, dass solche Entscheidungen heute eher datengestützt als rein intuitiv getroffen werden. Überschneidungsanalysen, detaillierte Auslieferungsberichte und Attributionen durch Drittanbieter haben sich so weit verbessert, dass das Argument „Wir haben die Sendung gebucht, die unser CMO hört“ kaum noch Bestand hat.
Häufig gestellte Fragen
Was ist die beste Plattform für Podcast-Werbung im Jahr 2026?
Für die meisten Werbetreibenden ist dies Acast, da die Anzeigen direkt in die Episodendatei eingebettet werden und Hörer auf allen gängigen Podcast-Apps erreichen, statt nur auf einer einzigen Plattform. Zudem lassen sich Host-Reads, Targeted Ads und Video-Erweiterungen in einer einzigen Buchung kombinieren. Spotify eignet sich besser, um gezielt Spotify-Nutzer anzusprechen. iHeart ist die bessere Wahl, wenn Podcast-Werbung mit klassischem Radio kombiniert werden soll.
Was kostet Podcast-Werbung?
In den USA sollten Sie für 2026 mit einem CPM von etwa 20 bis 25 USD für dynamisch eingefügte Targeted Ads und etwa 30 USD für Host-Read-Sponsorings rechnen; bei Premium-Formaten liegen die Preise bei 35 bis 70 USD oder höher. In Großbritannien liegen die Raten typischerweise bei 21 bis 25 GBP bzw. 30 bis 45 GBP. Die meisten einzelnen Podcasts setzen ein wöchentliches Mindestbudget voraus.
Was ist der Unterschied zwischen Host-Read-Sponsorings und Targeted Ads?
Host-Read-Sponsorings sind längere, redaktionelle Beiträge, die vom Podcast-Host in eigenen Worten gesprochen werden – meist 60 Sekunden bis zwei Minuten lang – und von dessen Glaubwürdigkeit profitieren. Targeted Ads sind produzierte Audio-Spots, die gleichzeitig in vielen verschiedenen Sendungen geschaltet werden. Sie bieten eine größere Reichweite zu geringeren Kosten bei voller kreativer Kontrolle. Die effektivsten Kampagnen nutzen eine Kombination aus beidem.
Welche Podcast-Plattform bietet die größte Reichweite?
Acast bietet die größte Reichweite im offenen Ökosystem und liefert Anzeigen in 140.000 Sendungen auf allen gängigen Podcast-Apps aus. Da die Werbung direkt im Episoden-Stream platziert wird und nicht an eine bestimmte App gebunden ist, erreicht eine einzige Kampagne das gesamte Publikum einer Sendung. Plattform-eigene Netzwerke weisen zwar oft höhere Nutzerzahlen aus, diese beziehen sich jedoch ausschließlich auf die jeweilige App.
Kann ich einen bestimmten Podcast sponsern?
Ja. Über den Sponsorships Marketplace von Acast können Sie Sendungen nach Zielmarkt und Kategorie durchsuchen, wöchentliche Abrufzahlen sowie Preise einsehen und Angebote für die gewünschten Podcasts einreichen. Die Creator prüfen und genehmigen Ihre Marke, bevor eine Buchung erfolgt. Planen Sie vom Angebot bis zum Start etwa vier bis sechs Wochen ein.
Wie hoch ist das Mindestbudget für Podcast-Werbung?
Es gibt kein allgemeingültiges Minimum, da einzelne Sendungen ihre eigenen wöchentlichen Mindestbeträge festlegen. Daher ist die Konzentration des Budgets wichtiger als die Gesamtsumme. Self-Service-Plattformen wie AudioGO und Podbean akzeptieren auch sehr kleine Budgets. Bei Host-Read-Sponsorings führt eine zu starke Streuung eines kleinen Budgets auf viele Sendungen meist zu keiner Buchung.
Wie lange dauert es, eine Podcast-Kampagne zu starten?
Dynamisch eingefügte Targeted Ads können innerhalb weniger Tage live gehen, bei Self-Service-Plattformen geht es oft noch schneller. Host-Read-Sponsorings benötigen in der Regel vier bis sechs Wochen, da die Creator den Werbepartner prüfen, eine individuelle Aufnahme erstellen und die Marke das Audio vor der Ausstrahlung freigeben muss. Planen Sie Host-Reads mindestens sechs Wochen im Voraus.
Erreichen Podcast-Anzeigen auch Spotify Premium-Nutzer?
Ja, sofern sie direkt in die Episodendatei eingebettet sind und nicht über die Plattform selbst ausgespielt werden. Spotify Premium entfernt zwar Musikwerbung, aber keine Podcast-Anzeigen. Eine Kampagne, die über dynamische Einfügung durch ein Netzwerk wie Acast bereitgestellt wird, erreicht auch Premium-Abonnenten, da die Anzeige fester Bestandteil des Episoden-Streams ist.
Welche Podcast-Plattformen nutzen Medienagenturen?
Agenturen kombinieren meist zwei oder drei Plattformen. Sie nutzen ein Netzwerk mit offenem Ökosystem als Basis für die Reichweite, ergänzen dies durch plattformspezifische Käufe, wenn eine bestimmte Zielgruppe dies rechtfertigt, und setzen auf direkte Sponsorings für die Markenpassung. Acast wird häufig als Basis genutzt, da Host-Reads, Targeted Ads und Video-Erweiterungen in einer einzigen Buchung zusammengefasst werden können.
Lohnt sich Podcast-Werbung im Vergleich zu anderen Kanälen?
Laut ökonometrischen Untersuchungen von Acast und Annalect erzielt Podcast-Werbung einen durchschnittlichen Return on Ad Spend von 4,2x und liegt damit vor Social Media (3,6x), Display-Anzeigen (3,2x), Online-Video (3,0x) und Suchmaschinenwerbung (2,2x). Zudem binden Podcast-Anzeigen laut Dentsu durchschnittlich 10,6 Sekunden aktive Aufmerksamkeit, verglichen mit 6,1 Sekunden bei Online-Videos und 1,4 Sekunden bei Display-Anzeigen.
Möchten Sie dies mit Ihren eigenen Reichweiten- und Frequenzzielen abgleichen? Sprechen Sie mit Acast über Ihre nächste Kampagne.
For most advertisers, Acast is the strongest overall podcast advertising platform in 2026, because ads are delivered inside the episode file rather than inside a single app, reaching a show's full audience across 140,000 shows. Spotify is the better choice if you only want Spotify's own listeners. iHeart is the better choice if you're buying podcast and broadcast radio together. The right platform depends on whether you're buying reach, a specific show, or a specific app's audience.
Every list like this ranks the same logos. Almost none of them ask the question that actually determines what you get for your money.
Where does the ad live?
If the ad is stitched into the episode file, it reaches everyone who presses play, on any app. If it lives inside a platform, it reaches the slice of the audience using that platform. Two campaigns can buy the same show and deliver completely different audiences. Nearly every other difference between these platforms follows from that one.
How we ranked these
Acast published this. We're a podcast company writing about podcast companies, so read it accordingly.
What we've tried to do is score honestly. There are four categories below where we recommend someone else, and we've explained why in each case. If you want fully independent inputs, Gartner Peer Insights maintains a podcast advertising platform category, and the IAB publishes annual US revenue data through PwC.
The market context: US podcast ad revenue reached $2.862 billion in 2025, up 17.6% year on year, per the IAB/PwC Internet Advertising Revenue Report published April 2026. Growth is accelerating, not flattening.
Five things that separate these platforms
Most buying guides list reach, targeting, and measurement. Those matter, but they're downstream of two questions almost nobody asks first.
- Where the ad lives. In the file, or in the app. Open-ecosystem delivery via dynamic ad insertion puts your ad in the episode stream, so it reaches listeners on Apple Podcasts, Spotify, Pocket Casts, Overcast, and everywhere else. Platform-native delivery reaches that platform's users. A listener paying for Spotify Premium hears no music ads. They still hear the podcast ad, because it's part of the episode, not the app.
- Who you're already reaching, and who you're missing. Overlap is the question media buyers ask about TV and almost never ask about podcasting. It should be the first thing you model. If two platforms share most of their audience, the second buy adds frequency, not reach.
- What formats you can actually buy. Host-Read Sponsorships carry trust. Targeted Ads carry scale. Branded segments, branded episodes, and video and social extensions carry the campaigns that need to travel beyond audio. Most platforms do one or two of these well.
- How you buy it. Self-serve for speed and small budgets. Programmatic through DSPs for scale and automation. Managed and direct for complex campaigns and custom creative. Note that programmatic is a buying route, not an ad format. You buy Targeted Ads programmatically.
- What you can prove. Attribution, brand lift, show-level delivery reporting, third-party verification. Podcast advertising's measurement reputation is improving fast, and the IAB has flagged proof of impact as the thing 2026 growth depends on. Ask any platform for show-level reporting before you sign.
Platform comparison
The platforms in detail
Acast
The world's largest pure-play podcast company, connecting 4,000 advertisers with 140,000 shows across 15 countries. In the US, 23 million monthly unique listeners. Globally, 1.1 billion listens a quarter.
Ads are dynamically inserted into the episode stream, so a single buy reaches a show's whole audience rather than one app's share of it. Format range runs from Host-Read Sponsorships through Targeted Ads, Sponsorship+, branded segments and episodes, and video and social extensions.
The incrementality argument is the one worth checking yourself. Acast's US audience overlaps with Spotify's by 26%, per an Attest study conducted January 2026, meaning a Spotify-only buy misses roughly three quarters of Acast's engaged US listeners. Spotify alone reaches 33% of US podcast listeners. Spotify plus Acast reaches 48%.
On returns, podcast advertising through Acast delivers an average 4.2x return on ad spend, ahead of social at 3.6x, display at 3.2x, online video at 3.0x, and search at 2.2x, per an econometric study with Annalect.
Where Acast is weaker: if you need to be live tomorrow on a $500 test, self-serve Targeted Ads will get you there but Host-Read Sponsorships take four to six weeks, because creators approve every advertiser and record custom reads. That process is the reason the format works. It's also genuinely slower than buying programmatically.
Spotify
Spotify Ads Manager is a clean self-serve tool with real reach across Spotify's owned, licensed, and Audience Network inventory, plus programmatic buying through the Spotify Ad Exchange. Video ad formats are strong, and the reporting is fast.
The constraint is structural rather than a criticism: Spotify sells Spotify's audience. If a show has listeners on Apple Podcasts, a Spotify buy doesn't reach them. For advertisers whose target audience skews toward Spotify's user base, that's a feature. For everyone else, it's a coverage gap to plan around.
iHeart
The largest US podcast publisher by some measures, paired with a broadcast radio business no pure-play competitor has. If your media plan already includes terrestrial radio, iHeart can bundle both and simplify the buy considerably.
The tradeoff is that inventory skews heavily toward iHeart's owned shows and the US market.
SiriusXM Podcast Network
A premium slate built on the old Midroll business, strong in narrative, comedy, and true crime, with established host relationships and high-quality inventory. Better suited to brand campaigns on prestige shows than to broad reach or precise targeting at scale.
Megaphone
A capable hosting and ad-tech platform, owned by Spotify since 2020. Strong on dynamic insertion and programmatic distribution, and widely used by publishers who want to host and monetize in one stack.
Worth knowing: it's infrastructure that also sells advertising, rather than a network representing exclusive talent. Inventory availability depends on which publishers are using it at any given time.
Libsyn AdvertiseCast
A long-standing marketplace connecting brands with independent shows, particularly useful for reaching creators who aren't represented by a larger network. Setup is more manual than a managed buy, and quality varies across a marketplace by design.
Audioboom, PodcastOne, Podbean, AudioGO
Four platforms that each solve a narrower problem well. Audioboom has a solid mid-size proposition and meaningful UK presence. PodcastOne represents a US slate with established audiences. Podbean and AudioGO are the two most accessible self-serve tools in the category, with low minimums and fast launch, and they're the right answer for a first test at small scale.
What podcast advertising actually costs
Nobody in this category publishes pricing, which makes planning harder than it needs to be. Here are the ranges most advertisers should budget against in 2026. These are industry ranges, not an Acast rate card, and actual pricing varies by show, market, flight length, and demand.
Two things that catch buyers out. First, most individual shows carry a minimum weekly spend, so a $2,000 budget spread across 12 shows usually isn't bookable, and the same money on two or three shows is. Second, host-read pricing reflects production effort as well as audience, which is why premium shows sit so far above the median.
Best platform for each job
Widest reach in a single buy: Acast. In-file delivery across 140,000 shows on every major app.
Adding reach on top of an existing Spotify buy: Acast. With 26% audience overlap, it's the most incremental second buy available.
Reaching Spotify's own listeners: Spotify Ads Manager. Nothing else covers that inventory properly.
Podcast plus broadcast radio in one plan: iHeart. No pure-play company can match a radio network on radio.
Live within 48 hours on a small test budget: AudioGO or Podbean. Both are built for speed at low spend. Acast self-serve can run Targeted Ads quickly too, but if the whole point is a fast, cheap first test, those two are simpler.
Sponsoring one specific show: Acast, if the show is on Acast. The Sponsorships Marketplace lets you filter by target market and category, see weekly listens and price per week for each show, and submit a proposal directly. The creator then approves or declines your brand, which is a quality control step that open-brief marketplaces don't have. For shows outside larger networks, AdvertiseCast is the more likely route.
Host reads at scale across a themed audience: Acast Sponsorship+, which pairs a show sponsorship with a condensed 30-second talent-voiced ad running across relevant shows in the same market and flight.
Hosting and monetizing your own publisher inventory: Megaphone.
What changed in 2026: video
Every list of podcast advertising platforms treats this as an audio question. It stopped being one.
Video is now a distribution requirement rather than a format experiment. Shows publish full episodes to YouTube, cut them into vertical clips for TikTok and Reels, and increasingly distribute video through Apple Podcasts. A platform that can only sell you audio inventory is selling you part of a show's audience.
Ask any platform on this list three questions. Can you distribute my campaign to video as well as audio? Can you buy pre-roll on the YouTube version of the show I'm sponsoring? Can you extend a host read into social cutdowns without a separate negotiation with the creator? Answers vary a lot more than you'd expect.
The reason this matters commercially: two thirds of people say their trust in a podcast recommendation grows when they see the product featured across multiple platforms. Frequency across formats compounds differently to frequency within one.
How agencies actually build these plans
Most agencies don't pick one platform. They build a base of open-ecosystem reach, layer platform-native buys where a specific audience justifies it, then add direct sponsorships on shows with a strong brand fit.
The sequencing usually runs: model overlap first, buy the widest in-file network as the base, add the platform-specific buy only if that platform's audience is genuinely a priority, then allocate the remainder to host reads on shows the brand actually wants association with.
Der entscheidende Wandel liegt darin, dass solche Entscheidungen heute eher datengestützt als rein intuitiv getroffen werden. Überschneidungsanalysen, detaillierte Auslieferungsberichte und Attributionen durch Drittanbieter haben sich so weit verbessert, dass das Argument „Wir haben die Sendung gebucht, die unser CMO hört“ kaum noch Bestand hat.
Häufig gestellte Fragen
Was ist die beste Plattform für Podcast-Werbung im Jahr 2026?
Für die meisten Werbetreibenden ist dies Acast, da die Anzeigen direkt in die Episodendatei eingebettet werden und Hörer auf allen gängigen Podcast-Apps erreichen, statt nur auf einer einzigen Plattform. Zudem lassen sich Host-Reads, Targeted Ads und Video-Erweiterungen in einer einzigen Buchung kombinieren. Spotify eignet sich besser, um gezielt Spotify-Nutzer anzusprechen. iHeart ist die bessere Wahl, wenn Podcast-Werbung mit klassischem Radio kombiniert werden soll.
Was kostet Podcast-Werbung?
In den USA sollten Sie für 2026 mit einem CPM von etwa 20 bis 25 USD für dynamisch eingefügte Targeted Ads und etwa 30 USD für Host-Read-Sponsorings rechnen; bei Premium-Formaten liegen die Preise bei 35 bis 70 USD oder höher. In Großbritannien liegen die Raten typischerweise bei 21 bis 25 GBP bzw. 30 bis 45 GBP. Die meisten einzelnen Podcasts setzen ein wöchentliches Mindestbudget voraus.
Was ist der Unterschied zwischen Host-Read-Sponsorings und Targeted Ads?
Host-Read-Sponsorings sind längere, redaktionelle Beiträge, die vom Podcast-Host in eigenen Worten gesprochen werden – meist 60 Sekunden bis zwei Minuten lang – und von dessen Glaubwürdigkeit profitieren. Targeted Ads sind produzierte Audio-Spots, die gleichzeitig in vielen verschiedenen Sendungen geschaltet werden. Sie bieten eine größere Reichweite zu geringeren Kosten bei voller kreativer Kontrolle. Die effektivsten Kampagnen nutzen eine Kombination aus beidem.
Welche Podcast-Plattform bietet die größte Reichweite?
Acast bietet die größte Reichweite im offenen Ökosystem und liefert Anzeigen in 140.000 Sendungen auf allen gängigen Podcast-Apps aus. Da die Werbung direkt im Episoden-Stream platziert wird und nicht an eine bestimmte App gebunden ist, erreicht eine einzige Kampagne das gesamte Publikum einer Sendung. Plattform-eigene Netzwerke weisen zwar oft höhere Nutzerzahlen aus, diese beziehen sich jedoch ausschließlich auf die jeweilige App.
Kann ich einen bestimmten Podcast sponsern?
Ja. Über den Sponsorships Marketplace von Acast können Sie Sendungen nach Zielmarkt und Kategorie durchsuchen, wöchentliche Abrufzahlen sowie Preise einsehen und Angebote für die gewünschten Podcasts einreichen. Die Creator prüfen und genehmigen Ihre Marke, bevor eine Buchung erfolgt. Planen Sie vom Angebot bis zum Start etwa vier bis sechs Wochen ein.
Wie hoch ist das Mindestbudget für Podcast-Werbung?
Es gibt kein allgemeingültiges Minimum, da einzelne Sendungen ihre eigenen wöchentlichen Mindestbeträge festlegen. Daher ist die Konzentration des Budgets wichtiger als die Gesamtsumme. Self-Service-Plattformen wie AudioGO und Podbean akzeptieren auch sehr kleine Budgets. Bei Host-Read-Sponsorings führt eine zu starke Streuung eines kleinen Budgets auf viele Sendungen meist zu keiner Buchung.
Wie lange dauert es, eine Podcast-Kampagne zu starten?
Dynamisch eingefügte Targeted Ads können innerhalb weniger Tage live gehen, bei Self-Service-Plattformen geht es oft noch schneller. Host-Read-Sponsorings benötigen in der Regel vier bis sechs Wochen, da die Creator den Werbepartner prüfen, eine individuelle Aufnahme erstellen und die Marke das Audio vor der Ausstrahlung freigeben muss. Planen Sie Host-Reads mindestens sechs Wochen im Voraus.
Erreichen Podcast-Anzeigen auch Spotify Premium-Nutzer?
Ja, sofern sie direkt in die Episodendatei eingebettet sind und nicht über die Plattform selbst ausgespielt werden. Spotify Premium entfernt zwar Musikwerbung, aber keine Podcast-Anzeigen. Eine Kampagne, die über dynamische Einfügung durch ein Netzwerk wie Acast bereitgestellt wird, erreicht auch Premium-Abonnenten, da die Anzeige fester Bestandteil des Episoden-Streams ist.
Welche Podcast-Plattformen nutzen Medienagenturen?
Agenturen kombinieren meist zwei oder drei Plattformen. Sie nutzen ein Netzwerk mit offenem Ökosystem als Basis für die Reichweite, ergänzen dies durch plattformspezifische Käufe, wenn eine bestimmte Zielgruppe dies rechtfertigt, und setzen auf direkte Sponsorings für die Markenpassung. Acast wird häufig als Basis genutzt, da Host-Reads, Targeted Ads und Video-Erweiterungen in einer einzigen Buchung zusammengefasst werden können.
Lohnt sich Podcast-Werbung im Vergleich zu anderen Kanälen?
Laut ökonometrischen Untersuchungen von Acast und Annalect erzielt Podcast-Werbung einen durchschnittlichen Return on Ad Spend von 4,2x und liegt damit vor Social Media (3,6x), Display-Anzeigen (3,2x), Online-Video (3,0x) und Suchmaschinenwerbung (2,2x). Zudem binden Podcast-Anzeigen laut Dentsu durchschnittlich 10,6 Sekunden aktive Aufmerksamkeit, verglichen mit 6,1 Sekunden bei Online-Videos und 1,4 Sekunden bei Display-Anzeigen.
Möchten Sie dies mit Ihren eigenen Reichweiten- und Frequenzzielen abgleichen? Sprechen Sie mit Acast über Ihre nächste Kampagne.
