Podcast advertising
Podcast shows chosen for your audience, ads scripted and booked, and every booking tracked with its own code.
GradaxEuropean companyOrder outright
Founded 2014·Built and operated in Europe·1 to 12 weeks
About this service
Podcast ads work when the show's listeners match your buyers and the host believes what they are saying. We research shows by audience, not by download count alone, negotiate the bookings, write the host brief or produce the read, and give each show its own promo code or address so you can see which ones paid back.
Choosing shows by who listens, not how many
Download numbers are the first thing every show quotes and the least useful thing to buy on. A show with 5,000 listeners who run small construction firms is worth far more to a builders' merchant than a comedy show with 200,000. Podcast audiences are unusually loyal and unusually specific, and that specificity is what you are paying for.
We research shows by topic, guest list and the advertisers they already carry, because a show that has kept the same sponsors for a year is probably delivering for them. We ask hosts for audience data where they have it: country split, age range, listener surveys. Then we rank shows by fit first and cost second.
Attribution is imperfect, so plan for it
Listeners rarely click anything. They hear the ad while driving or cooking, and some days later they search for you by name. A promo code or a short web address catches some of them. A "where did you hear about us" question at checkout catches more. Some will never be traced.
So we set up all three methods and treat the code count as a floor, not the full total. We also watch branded search and direct traffic during the weeks the episodes run. A test across three to five shows gives enough contrast to see which ones moved the numbers, and the second round puts money only behind those.
- A unique code per show, easy to say aloud and remember
- A short web address per show that redirects to a tracked landing page
- A checkout or signup question asking where people heard of you
What you get
Everything below is in the price. Nothing here is an upgrade.
- Show research and shortlist
- Media plan with costs, dates and placements
- Host brief with talking points, or a scripted ad
- Promo codes and landing addresses per show
- Campaign results report
What changes
- A shortlist of shows whose listeners match your customer, with audience notes for each
- Bookings agreed at a known cost per thousand listeners
- A unique code or web address per show, so results are traceable
- A clear read on which shows to rebook and which to drop
How it runs
Research
Shows found by topic and audience, and checked for real listenership.
Book
Prices and placements negotiated, with your approval on each booking.
Brief
Talking points for host reads, or a script for produced ads.
Track
Codes and addresses per show, compared after the episodes run.
Compare the sizes
The standard price for each size. Extras are priced beside it, not hidden behind a call.
| Included | Show research€2901 to 2 weeks | Test campaign€5003 to 8 weeks, depending on show schedules | Campaign and rebook€1,0508 to 12 weeks |
|---|---|---|---|
| Audience profile | Included | Included | Included |
| Shortlist of 15 shows with notes | Included | Included | Included |
| Price estimates per show | Included | Included | Included |
| Recommended test plan | Included | Included | Included |
| Bookings on three to five shows | Not included | Included | Included |
| Host brief and talking points | Not included | Included | Included |
| Promo codes and landing addresses | Not included | Included | Included |
| Results report | Not included | Included | Included |
| Produced ad for dynamic insertion where available | Not included | Not included | Included |
| Mid-campaign check and adjustment | Not included | Not included | Included |
| Second round of bookings on the best performers | Not included | Not included | Included |
| Order | Select | Select | Select |
Add what you need
Choose the size
Add what you need
Your total€500
ContinueThe standard price, plus whatever you add. Confirmed in writing before anything starts; nothing is charged until you accept it.
Questions
Host-read or produced ads?
Host-read ads usually perform better because listeners trust the host, but cost more and depend on the host's delivery. Produced ads give you control and can be inserted across many shows at once.
How do we measure results?
Through a unique code or web address per show, plus a question at checkout asking where people heard of you. Many listeners search for you directly instead, so podcast results are always partly undercounted.
Is the media cost included?
No. Show fees are passed on at cost and agreed with you before any booking. Our fee covers research, buying, briefing and reporting.
Related searches
Related work
One-timeInfluencer marketing campaignCreators chosen by their real audience data, briefed, contracted and tracked through one campaign.from €290one-time
One-timeDigital marketing strategyWhich channels to use, in what order, with what budget, and how you will know if it is working.from €560one-time
One-timeVideo script writingScripts written for the ear and the camera, timed to the second and filmable on your budget.from €290one-time
Order it
Standardised enough to order on its own. The price is confirmed in writing before anything starts.