Podcast Advertising, Branded Podcasts

The Difference Between Advertising on a Podcast and Creating a Podcast

Last updated on: 
January 18, 2022

Discover the difference between advertising on a podcast and creating a podcast in order to find out which one is best for you and your brand.

In the world of branded podcasts, we’ve found that people often get confused with the difference between advertising on a podcast and creating a podcast, as well as which options works best for your brand. 

So we’re here to clear up any confusion. 

Advertising Your Brand on a Podcast: Ad Slots 

There are two primary avenues for advertising your brand on a podcast. 

The first is to partner with the podcast that you’ll be advertising your brand on (or use a marketplace such as Megaphone or Acast), and then create a short ad for your brand. This ad will then be placed into the podcast either in the pre-roll, midroll, or post-roll. 

The other option is to have the host of the podcast that you’re advertising on read or create a personalized ad for your brand. These types of ads are much more organic and can be more receptive to listeners since it’s coming directly from the host of the podcast. Similar to the style above, these types of ads will usually live in the pre-roll, midroll, or post-roll.

With advertising on a podcast, you don’t own the show content - your brand only has that pre-recorded or host-read ad that’s featured in one or multiple episodes depending on the partnership. 


Creating a Branded Podcast 

Creating a branded podcast means that your brand is funding the full process of producing and launching a podcast. This includes pre-production, production, post-production, and marketing. Many brands will hire external agencies to work on this more time-consuming process but the benefits this tactic yields for many brands makes it well worth it. 

With your own branded podcast, it means that your company owns the content and you can think of the entire podcast almost like an ad. But make sure to never make your podcast content overly sales-y or too saturated with information about your brand. 


Podcast Advertising or Branded Podcasts: Which One is Right for You? 

There are plenty of benefits to both advertising on a podcast as a brand or creating your own. Sometimes, a brand might even adapt both strategies. 

But today, we’re here to help you decide which one is most beneficial for your company's needs. So here are *some* reasons for choosing to either advertise on a podcast or create your own: 

Brands Who Should Advertise on a Podcast 

You Have Budget (but can be more lenient) 

Advertising on a podcast spans across a wide range of budgets. You can run a campaign for a couple of thousand dollars and you can run a campaign for upwards of $20,000. If you have a marketing budget to run ads, then podcast advertising can be a good channel to use since it varies in price. 

You’re Looking for More Avenues to Run Paid Ads

If you’re currently running a paid advertising campaign for your company and you’re on the hunt for new channels to try out - podcast advertising is a great choice. Many podcasts will require a minimum of usually around three sponsored episodes. 

You Lack Time to Create Content 

Podcasting takes time, we won’t lie to you. If you lack the time to work on managing a podcast even if you hire outside vendors, then creating your own podcast may not be right for you. Therefore, podcast advertising is a good alternative. 

You’re Not Able to Hire Outside Vendors 

If you lack the time or skill level to create your own podcast, then hiring an external agency is a great route. But if your company also doesn’t have the approval or budget to hire outside agencies, then hitting pause on your own branded podcast may be smart. So again, podcast advertising is a great alternative. 

You Have Specific Podcast Influencers/Audiences That You Want to Tap Into 

Is there a specific audience that you want to tap into fast and you know of a podcast that already has it? Podcast advertising is a great way to quickly get in front of your desired audience and share your message. 

You Want to Share Your Message Across Multiple Shows vs. Having One of Your Own 

Maybe you have trouble picking just one podcast or podcast topic. If that sounds like you, then podcast advertising opens the opportunity for you to advertise your brand across as many different podcasts as you have budget for. 

You’re Just Getting Your Feet Wet in Audio 

And lastly, if you’re just starting to explore the world of audio then maybe starting your own podcast is a little much for you at the moment. If that’s the case, then podcast advertising is perfect for testing out the podcast landscape and seeing if it’s right for you and your brand. 


Brands Who Should Create a Podcast 

You Have Time to Dedicate to the Project

Although it’s likely that you’ll be hiring external partners to help you with this process, podcasting takes time. Ensure that you or your team have the capacity to take on podcasting as another content marketing medium. 

You Have a Clear Goal 

As a brand, podcasting without a goal makes it virtually impossible to track key performance indicators (KPIs). If you have a clear goal in mind for what you want your podcast to achieve, then we give you the stamp of approval to create your own show! 

You Have Budget 

Whether you’re podcasting in-house or hiring external vendors, podcasting isn’t always cheap. If you have a healthy budget to dedicate to making your podcast audio quality and marketing the best that it can be, then we say go for it. 

You Have Passion/Are Dedicated 

You're passionate about the topics that you want to discuss on the podcast and are dedicated to growing the show. Podcasts take time, patience, and strategy. You need to be positive that you have the motivation to really grow this show.  

You Want to Establish Yourself as an Industry Leader 

You want to establish yourself as a credible industry leader in your field. Branded podcasts are a great way to achieve this since you have full creative control over what’s discussed/how it’s discussed on your show. 

You Want to Stay Ahead of Competitors 

Podcasts are on track to become the new blogging or video medium, so it’s just a necessity for your brand. If you want to stay ahead of the curve and try out audio before some of your competitors jump on it (which we pretty much promise they will), then again, we encourage you to try audio. 

Alison Osborne

Director of Growth Marketing

A passionate storyteller, Ali is Quill’s Director of Growth Marketing, previously the co-founder and CMO of the branded podcast agency, Origins Media Haus (acquired by Quill). She excels in merging creativity with data in order to successfully build and grow a brand.

Platform
Price
Pro’s
Con's
Anchor

Free

  • Easy to use
  • Automatically distributes your podcast to major platforms.
  • Embed media player.
  • Great if podcasting is a
    side hobby
  • Very basic editing
  • Since it’s a free tool, you don’t have full control over the monetization of your podcast.
  • Not the right platform for people taking podcasting seriously
Buzzsprout

Free for 2 hours of content per month

$12 for 3 hours per month

$18+ for 6 hours and up

  • Very user-friendly
  • Caters to both long term and beginner podcasters
  • Advanced analytics
  • Easy distribution of your episodes
  • They measure their size requirements to hours not megabytes
  • Bonus: get a free $20 Amazon gift card when you sign up for any paid hosting plan!
  • Advanced features like dynamic ad insertion need some work
Libsyn

$5/month for Monthly Storage 50mb

  • Oldest podcast hosting site.
  • Easy distribution to major platforms and great for scaling once your podcast gets bigger.
  • Hosted over 35,000 podcasts.
  • An iTunes Podcast partner.
  • Allows you to publish your podcast to specific directories.
  • Embed media player.
  • Price is based on storage
  • 50mb storage for $5 won’t be enough if you are publishing weekly so you’ll end up with a higher price point
Podbean

Unlimited audio package: $9/month

Storage space:

Unlimited

  • Great support & customer service features
  • Unlimited audio.
  • Pages are easy to customize
  • Can schedule podcast release dates.
  • Easy to use.
  • Uploads and changes to podcast titles and/or descriptions are automatic to Spotify.
  • Embed media player.
  • Simple Analytics
  • Analytics aren’t as advanced as other platforms
  • Upload and changes to podcast titles and/or descriptions take a day to change on iTunes.
  • Not an iTunes podcast partner.
  • The process to send a podcast to iTunes is more tedious. But, you will still be able to get on the platform.
Blubrry

Classic

$5/month

Monthly Storage

50mb

  • Podcast Wordpress plugin and management.
  • If you want to record a new introduction or conclusion, add in a sponsored ad or upload a new version of a podcast, it doesn't count towards your storage usage per month.
  • Blubrry allows a 25% storage overage each month
  • Prices are based on storage.
  • Usability is okay.
SimpleCast

Starting: $15/month

Recommendation: $35/month

Monthly Storage: Unlimited

  • Hosts your audio files no matter what the size!
  • Dynamic insertion for podcast ads or edits.
  • Incredibly detailed analytics including number of episodes completed and listener location tracking.
  • Embed media player.
  • Easy to use.
  • Great distribution! Easy access to all major podcast platforms.
  • Customizable podcast
    website.
  • Prices are slightly higher than other platforms, but well worth it especially if you have a branded company podcast!