Marketers entering the podcast space often face the same dilemma: invest in a branded podcast to own the conversation, or tap into existing audiences through podcast advertising.
Both strategies are powerful, but only if you know which one aligns with your goals, resources, and timelines.
Backed by insights from Quill’s experience producing branded podcasts for global brands and Right Side Up’s $250M track record in podcast ad buying, this report breaks down the trade-offs, costs, and ROI of each approach.
70% of Americans (12+) have listened to a podcast, and 55% are monthly listeners.
U.S. podcast ad revenue surpassed $2.4 billion in 2024.
41% of Americans would listen to a podcast about a favorite brand, almost as much as a celebrity show.
75% of listeners say branded podcasts hold their attention.
Run through the unique strengths of branded podcasts and podcast advertising
Explain the costs, timelines, and considerations of each tactic
Show you how to evaluate impact and prove ROI
Distill best practices from decades of collective experience in the space
A branded podcast is a type of podcast that is created by a company or brand as a marketing and storytelling tool. The goal of a branded podcast is not explicitly focused on promoting or selling products or services.
Instead, it aims to create meaningful and valuable content that fosters a connection with listeners and builds brand affinity. By providing entertaining, informative, or thought-provoking content, the brand can engage with its audience in a more personal and intimate way compared to traditional advertising methods.
Branded podcasts have emerged as a crucial component of a robust marketing strategy for several compelling reasons.
Firstly, they provide an avenue for brands to establish thought leadership and expertise in their respective industries. By creating high-quality, informative, and engaging podcast content, brands can position themselves as trusted authorities and build credibility among their target audience. This helps to foster brand loyalty and increase customer trust, ultimately leading to long-term relationships and repeat business.
Moreover, branded podcasts offer a unique opportunity for brands to connect with their audience on a deeper, more personal level. Unlike traditional advertising methods, podcasts allow for a more intimate and conversational approach, where brands can share stories, insights, and experiences in a relatable and authentic manner. That is why podcasts generate up to 4.4x better brand recall than widely-used forms of digital advertising.
By leveraging this growing medium, brands can effectively differentiate themselves, build customer trust, and drive long-term business growth.
As of 2022, 62% of Americans have listened to a podcast in their lifetime and that number is only projected to increase. Valued at 25.85 billion in 2023, the podcasting industry is rapidly growing and has the potential to engage audiences that are largely inaccessible through other marketing channels or for an extended period. For instance, videos under two-minutes in length get the most engagement; whereas, 43-minute podcasts are the sweet spot for listeners.
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