Les meilleures plateformes et réseaux de publicité pour podcasts en 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.
Ce qui a changé, c'est la part de cette décision désormais justifiable par des données plutôt que par l'instinct. Les études de chevauchement, les rapports de diffusion par émission et l'attribution par des tiers se sont suffisamment améliorés pour qu'il devienne difficile de justifier un choix basé uniquement sur « l'émission que notre directeur marketing écoute ».
Questions fréquentes
Quelle est la meilleure plateforme publicitaire pour les podcasts en 2026 ?
Pour la plupart des annonceurs, il s'agit d'Acast, car les publicités sont intégrées directement dans le fichier de l'épisode et atteignent les auditeurs sur toutes les principales applications de podcast plutôt que sur une seule plateforme. Vous bénéficiez en un seul achat de lectures par l'animateur, de publicités ciblées et d'extensions vidéo. Spotify est plus adapté pour toucher ses propres auditeurs, tandis qu'iHeart est préférable pour combiner podcasts et radio traditionnelle.
Combien coûte la publicité sur les podcasts ?
Aux États-Unis en 2026, prévoyez un CPM d'environ 20 à 25 $ pour les publicités ciblées insérées dynamiquement et d'environ 30 $ pour les parrainages lus par l'animateur, les émissions premium pouvant atteindre 35 à 70 $ ou plus. Au Royaume-Uni, les tarifs se situent généralement entre 21 et 25 £, et entre 30 et 45 £ respectivement. La plupart des émissions imposent un budget hebdomadaire minimum.
Quelle est la différence entre les parrainages lus par l'animateur et les publicités ciblées ?
Les parrainages lus par l'animateur sont des messages éditoriaux plus longs, généralement de 60 secondes à deux minutes, délivrés par l'animateur avec ses propres mots, ce qui leur confère sa crédibilité. Les publicités ciblées sont des spots audio produits diffusés simultanément sur de nombreuses émissions, offrant une portée plus large à moindre coût avec un contrôle créatif total. Les campagnes les plus efficaces utilisent les deux formats.
Quelle plateforme de podcast offre la plus grande portée ?
Acast possède la plus grande portée au sein de l'écosystème ouvert, avec une diffusion sur 140 000 émissions via toutes les applications de podcast majeures. Comme les publicités sont intégrées au flux de l'épisode plutôt qu'à une application spécifique, une seule campagne permet d'atteindre l'intégralité de l'audience d'une émission. Les réseaux propriétaires peuvent annoncer des chiffres d'utilisateurs plus élevés, mais ces derniers sont limités à une seule application.
Est-il possible de sponsoriser un podcast en particulier ?
Oui. Sur Acast, la place de marché Sponsorships vous permet de parcourir les émissions par marché cible et par catégorie, de consulter le nombre d'écoutes hebdomadaires ainsi que les tarifs, et de soumettre une proposition aux émissions de votre choix. Le créateur examine et valide votre marque avant toute réservation. Comptez quatre à six semaines entre la proposition et le lancement.
Quel est le budget minimum pour faire de la publicité sur un podcast ?
Il n'existe pas de minimum universel, mais chaque émission fixe ses propres seuils hebdomadaires ; la concentration du budget est donc plus importante que le montant total. Les plateformes en libre-service comme AudioGO et Podbean acceptent les plus petits budgets. Pour les parrainages lus par l'animateur, diviser un petit budget sur un trop grand nombre d'émissions ne permet généralement pas de finaliser une réservation.
Combien de temps faut-il pour lancer une campagne de podcast ?
Les publicités ciblées insérées dynamiquement peuvent être diffusées en quelques jours, et les plateformes en libre-service peuvent être encore plus rapides. Les parrainages lus par l'animateur prennent généralement de quatre à six semaines, car les créateurs doivent valider l'annonceur, enregistrer une lecture personnalisée, et la marque doit approuver l'audio avant la diffusion. Prévoyez un délai d'au moins six semaines pour les lectures par l'animateur.
Les publicités sur podcast atteignent-elles les abonnés Spotify Premium ?
Oui, lorsqu'elles sont intégrées directement au fichier de l'épisode plutôt que par la plateforme. Spotify Premium supprime les publicités musicales, mais pas celles des podcasts. Une campagne diffusée via une insertion dynamique par un réseau comme Acast atteint les abonnés Premium qui écoutent cette émission, car la publicité fait partie intégrante du flux de l'épisode.
Quelles plateformes de podcast les agences médias utilisent-elles ?
Les agences en combinent généralement deux ou trois, en s'appuyant sur un réseau à écosystème ouvert pour une portée de base, puis en ajoutant des achats natifs sur plateforme lorsque l'audience le justifie, ainsi que des parrainages directs pour l'adéquation avec la marque. Acast est un pilier courant car il permet de regrouper en un seul achat les lectures par l'animateur, les publicités ciblées et les extensions vidéo.
La publicité sur les podcasts est-elle plus rentable que sur les autres canaux ?
Selon les études économétriques d'Acast et d'Annalect, la publicité sur les podcasts génère un retour sur investissement publicitaire moyen de 4,2x, devançant les réseaux sociaux (3,6x), l'affichage (3,2x), la vidéo en ligne (3,0x) et la recherche (2,2x). D'après Dentsu, les publicités sur les podcasts captent également en moyenne 10,6 secondes d'attention active, contre 6,1 secondes pour la vidéo en ligne et 1,4 seconde pour l'affichage.
Vous souhaitez modéliser ces résultats en fonction de vos propres objectifs de portée et de fréquence ? Discutez de votre prochaine campagne avec Acast.
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.
Ce qui a changé, c'est la part de cette décision désormais justifiable par des données plutôt que par l'instinct. Les études de chevauchement, les rapports de diffusion par émission et l'attribution par des tiers se sont suffisamment améliorés pour qu'il devienne difficile de justifier un choix basé uniquement sur « l'émission que notre directeur marketing écoute ».
Questions fréquentes
Quelle est la meilleure plateforme publicitaire pour les podcasts en 2026 ?
Pour la plupart des annonceurs, il s'agit d'Acast, car les publicités sont intégrées directement dans le fichier de l'épisode et atteignent les auditeurs sur toutes les principales applications de podcast plutôt que sur une seule plateforme. Vous bénéficiez en un seul achat de lectures par l'animateur, de publicités ciblées et d'extensions vidéo. Spotify est plus adapté pour toucher ses propres auditeurs, tandis qu'iHeart est préférable pour combiner podcasts et radio traditionnelle.
Combien coûte la publicité sur les podcasts ?
Aux États-Unis en 2026, prévoyez un CPM d'environ 20 à 25 $ pour les publicités ciblées insérées dynamiquement et d'environ 30 $ pour les parrainages lus par l'animateur, les émissions premium pouvant atteindre 35 à 70 $ ou plus. Au Royaume-Uni, les tarifs se situent généralement entre 21 et 25 £, et entre 30 et 45 £ respectivement. La plupart des émissions imposent un budget hebdomadaire minimum.
Quelle est la différence entre les parrainages lus par l'animateur et les publicités ciblées ?
Les parrainages lus par l'animateur sont des messages éditoriaux plus longs, généralement de 60 secondes à deux minutes, délivrés par l'animateur avec ses propres mots, ce qui leur confère sa crédibilité. Les publicités ciblées sont des spots audio produits diffusés simultanément sur de nombreuses émissions, offrant une portée plus large à moindre coût avec un contrôle créatif total. Les campagnes les plus efficaces utilisent les deux formats.
Quelle plateforme de podcast offre la plus grande portée ?
Acast possède la plus grande portée au sein de l'écosystème ouvert, avec une diffusion sur 140 000 émissions via toutes les applications de podcast majeures. Comme les publicités sont intégrées au flux de l'épisode plutôt qu'à une application spécifique, une seule campagne permet d'atteindre l'intégralité de l'audience d'une émission. Les réseaux propriétaires peuvent annoncer des chiffres d'utilisateurs plus élevés, mais ces derniers sont limités à une seule application.
Est-il possible de sponsoriser un podcast en particulier ?
Oui. Sur Acast, la place de marché Sponsorships vous permet de parcourir les émissions par marché cible et par catégorie, de consulter le nombre d'écoutes hebdomadaires ainsi que les tarifs, et de soumettre une proposition aux émissions de votre choix. Le créateur examine et valide votre marque avant toute réservation. Comptez quatre à six semaines entre la proposition et le lancement.
Quel est le budget minimum pour faire de la publicité sur un podcast ?
Il n'existe pas de minimum universel, mais chaque émission fixe ses propres seuils hebdomadaires ; la concentration du budget est donc plus importante que le montant total. Les plateformes en libre-service comme AudioGO et Podbean acceptent les plus petits budgets. Pour les parrainages lus par l'animateur, diviser un petit budget sur un trop grand nombre d'émissions ne permet généralement pas de finaliser une réservation.
Combien de temps faut-il pour lancer une campagne de podcast ?
Les publicités ciblées insérées dynamiquement peuvent être diffusées en quelques jours, et les plateformes en libre-service peuvent être encore plus rapides. Les parrainages lus par l'animateur prennent généralement de quatre à six semaines, car les créateurs doivent valider l'annonceur, enregistrer une lecture personnalisée, et la marque doit approuver l'audio avant la diffusion. Prévoyez un délai d'au moins six semaines pour les lectures par l'animateur.
Les publicités sur podcast atteignent-elles les abonnés Spotify Premium ?
Oui, lorsqu'elles sont intégrées directement au fichier de l'épisode plutôt que par la plateforme. Spotify Premium supprime les publicités musicales, mais pas celles des podcasts. Une campagne diffusée via une insertion dynamique par un réseau comme Acast atteint les abonnés Premium qui écoutent cette émission, car la publicité fait partie intégrante du flux de l'épisode.
Quelles plateformes de podcast les agences médias utilisent-elles ?
Les agences en combinent généralement deux ou trois, en s'appuyant sur un réseau à écosystème ouvert pour une portée de base, puis en ajoutant des achats natifs sur plateforme lorsque l'audience le justifie, ainsi que des parrainages directs pour l'adéquation avec la marque. Acast est un pilier courant car il permet de regrouper en un seul achat les lectures par l'animateur, les publicités ciblées et les extensions vidéo.
La publicité sur les podcasts est-elle plus rentable que sur les autres canaux ?
Selon les études économétriques d'Acast et d'Annalect, la publicité sur les podcasts génère un retour sur investissement publicitaire moyen de 4,2x, devançant les réseaux sociaux (3,6x), l'affichage (3,2x), la vidéo en ligne (3,0x) et la recherche (2,2x). D'après Dentsu, les publicités sur les podcasts captent également en moyenne 10,6 secondes d'attention active, contre 6,1 secondes pour la vidéo en ligne et 1,4 seconde pour l'affichage.
Vous souhaitez modéliser ces résultats en fonction de vos propres objectifs de portée et de fréquence ? Discutez de votre prochaine campagne avec Acast.
