FAQ - Podcast Advertising and Sponsorship

Yes. Many of the podcasts across the Evergreen network offer host-read advertising opportunities, giving brands the ability to connect with audiences through trusted, authentic endorsements.

We work closely with our podcast hosts to ensure each partnership is a good fit for both the show and the advertiser. Once a campaign is approved, you'll provide a script, key messaging, or talking points, and the host will record the advertisement in their own voice, creating a natural, engaging listener experience.

Host-read ads are one of the most effective podcast advertising formats because they leverage the credibility and trust hosts have built with their audiences.

Yes. Our minimum campaign duration for dynamic ad insertion is one month. However, we typically recommend running campaigns for at least three months to achieve the best results.

A longer campaign gives you time to:

• Build meaningful audience reach and frequency
• Test and refine your messaging
• Optimize campaign performance
• Measure results with greater confidence

Podcast advertising performs best when it has time to build momentum. A three-month campaign provides the insights needed to evaluate performance and make data-driven adjustments that improve your return on investment.

Yes. We offer baked-in ads, which are permanently integrated into a podcast episode and remain part of the content for its lifetime. Unlike dynamically inserted ads, baked-in placements continue to reach listeners whenever the episode is downloaded or streamed.

This format is ideal for:

• Long-term brand partnerships
• Premium sponsorships
• Evergreen campaigns with lasting visibility
• Content where the sponsor is closely aligned with the episode or audience

Baked-in ads can be delivered as host-read endorsements for a more authentic, trusted experience or as pre-produced creative, depending on the goals of your campaign. We'll help you determine the format that best aligns with your brand, messaging, and advertising objectives.

Yes. We offer programmatic podcast advertising as a flexible way to scale your campaign and reach listeners across multiple podcasts within our network.

Programmatic advertising is ideal for brands looking to maximize reach and efficiency. It typically delivers a lower cost per impression (CPM) than host-read ads while allowing campaigns to be targeted across a broad range of shows and audiences.

Programmatic campaigns are well suited for:

• Brand awareness initiatives
• Large-scale audience reach
• Multi-show advertising campaigns
• Cost-effective media buying

We'll work with you to determine whether programmatic advertising, host-read endorsements, or a combination of both is the best fit for your campaign goals, target audience, and budget.

Yes. In select cases, we facilitate guest appearances for brands and subject matter experts when there's a strong fit with a show's audience, editorial focus, and content strategy.

Rather than a traditional advertisement, these guest segments allow your expertise to take center stage through authentic, value-driven conversations. The goal is to educate, inform, or inspire listeners while naturally increasing awareness of your brand.

Guest appearances are best suited for:

• Industry thought leaders and executives
• Product or service launches
• Research findings and industry insights
• Mission-driven stories and organizational expertise

We'll help identify the right opportunities and ensure each guest placement delivers value for both the audience and the podcast host.

Yes. We offer geotargeting capabilities that allow you to deliver podcast ads to listeners in specific countries, regions, states, cities, or designated markets.

Geotargeting helps ensure your message reaches the audiences that matter most, making it an effective option for:

• Regional and local marketing campaigns
• Multi-market product launches
• Event promotion
• Location-specific offers and services
• Brands with defined geographic audiences

Combined with audience targeting and dynamic ad insertion, geotargeting helps you deliver more relevant campaigns while maximizing the impact of your advertising budget.

Yes. We offer flexible campaign options to help you reach the audiences most relevant to your brand.

Depending on your objectives, your campaign can run across:

• Our full podcast network (Run-of-Network) for maximum reach and scale
• Specific genres or categories, such as business, true crime, history, wellness, or technology
• Curated collections of shows selected for their audience demographics, interests, and brand alignment

Whether your goal is broad brand awareness or a more targeted campaign, we'll recommend the mix of podcasts that best supports your marketing objectives and maximizes your campaign performance.

Yes. Every advertising campaign includes performance tracking and reporting so you can measure results with confidence.

Depending on your campaign, reporting may include:

• Ad delivery and impression metrics
• Campaign pacing and performance
• Geographic and audience insights (where available)
• Completion and engagement metrics
• Recommendations for campaign optimization

Our team reviews campaign performance throughout the flight, helping you understand what's working and identifying opportunities to improve results. The goal isn't just to report on your campaign—it's to help you make informed decisions that maximize your return on investment.

Podcast advertising is typically priced using a CPM (cost per thousand impressions) model. The final investment depends on the type of campaign you want to run and the audience you want to reach.

Pricing is influenced by several factors, including:

• Podcast audience size and performance
• Available ad inventory
• Ad format (host-read, programmatic, or baked-in)
• Host involvement, such as personalized endorsements
• Targeting options, including geographic or audience targeting
• Campaign scope, duration, and total impressions

Every campaign is tailored to your objectives, whether you're looking to maximize reach, target a niche audience, or build a long-term sponsorship. We'll work with you to recommend the right mix of shows, ad formats, and targeting options to create a campaign that aligns with both your goals and your budget.

Yes. Beyond traditional podcast advertising, we offer strategic sponsorship opportunities designed to create deeper, more meaningful connections between your brand and our audiences.

Depending on your goals, sponsorship packages may include:

• Multi-episode or season-long sponsorships
• Exclusive category sponsorships
• Host-read brand integrations
• Cross-platform promotion across podcast, video, social media, and newsletters
• Branded content and custom series
• Event sponsorships and special activations

We'll work with you to develop a sponsorship package that aligns with your marketing objectives, target audience, and budget—creating partnerships that feel authentic to the show while delivering measurable value for your brand.