Podcast Trends : A marketer's guide to making an impact

Podcasting has become one of the most powerful and personal ways for brands to connect with audiences. Listeners are highly engaged, trust their favourite hosts, and are far more likely to act on podcast ads than traditional digital advertising. As we move through 2025 and into 2026, brands that take podcasting seriously will have a major competitive edge.

But it’s not as simple as slapping an ad into a podcast and hoping for the best. The most successful brands are using AI-driven personalisation, interactive content, video podcasts, and strategic partnerships with hosts to create high-impact campaigns.

So, let’s dive into the biggest podcast trends shaping the industry and look at real-world case studies of brands that are getting it right.

1. The Rise of Hyper-Niche Podcasting

The days of targeting mass-market podcasts are fading. The real opportunities lie in micro-communities—podcasts with a dedicated audience passionate about a specific subject. Whether it’s HR leadership strategies or Keto-friendly meal plans, people are tuning in to hear in-depth conversations that resonate with their interests.

How to Make This Work for You

• Partner with niche podcast hosts who already have the trust of your target audience.

• Choose podcasts that align naturally with your brand rather than opting for broad-reach shows.

• Use host-read endorsements—they feel more authentic and drive higher engagement.

Case Study: BetterHelp’s Mental Health Podcast Strategy

BetterHelp, the online therapy platform, partnered with mental health podcasts like "The Anxiety Coaches Podcast" and "Therapists Uncensored." Instead of just running ads, they offered exclusive listener discounts and had hosts share personal experiences.The result? A 60% increase in sign-ups directly from podcast traffic.

2. AI-Driven Personalisation is Changing Podcast Advertising

AI is revolutionising podcast advertising, allowing brands to deliver highly targeted and dynamic ads that adapt to different listeners. Platforms like Spotify and Acast are already inserting ads based on listening habits, location, and even mood.

How to Use This to Your Advantage

• Use AI-powered ad platforms to deliver personalised messages to different audience segments.

• Experiment with dynamically inserted ads that change depending on the listener’s interests.

• Continuously A/B test different versions of your ad to optimise for engagement.

Case Study: Airbnb’s Dynamic Ad Campaign

Airbnb used AI-powered podcast ads that changed based on a listener’s location. If you were in London, you’d hear about weekend getaways in the Cotswolds. If you were in Manchester, the ad might mention Lake District retreats.The result? A 75% increase in ad relevance scores and 50% higher engagement rates.

3. Interactive & Shoppable Podcasts: Turning Listeners into Buyers

Interactive podcasts are making it easier than ever for listeners to take action. Features like shoppable podcast ads, QR codes, and voice-activated commands mean brands can drive direct conversions without interrupting the listening experience.

How to Use This Trend

• Use QR codes and trackable links in podcast descriptions for measurable results.

• Experiment with interactive voice ads—listeners can respond with a simple “Yes” to learn more.

• Offer exclusive podcast promo codes to track which shows are driving the best ROI.

Case Study: Athletic Greens’ Shoppable Podcast Strategy

Athletic Greens partnered with popular wellness podcasts like "The Tim Ferriss Show" and "Huberman Lab," embedding unique discount codes and personalised landing pages into the content.The result? A 5X return on ad spend, with over 30% of new customers coming from podcasts.

4. Video Podcasts: The Future of Brand Integration

More podcasts are being filmed and uploaded to YouTube, TikTok, and Spotify Video, opening up new opportunities for product placements, visual ads, and branded content.

How to Take Advantage of This Shift

• Sponsor video podcasts and integrate products naturally into the set.

• Run YouTube ads on popular video podcasts to reach engaged viewers.

• Repurpose video podcast content into bite-sized clips for social media advertising.

Case Study: Liquid Death’s Viral Video Podcast Strategy

The canned water brand, Liquid Death, sponsored comedy and extreme sports podcasts on YouTube, placing its cans on host desks and running outrageous, meme-worthy ad segments. The result? A 400% increase in online searches for Liquid Death following the campaign.

5. Subscription-Based & Ad-Free Podcasts: The New Sponsorship Model

With platforms like Spotify and Apple pushing ad-free, premium subscriptions, advertisers need to rethink how they reach these audiences.

How to Stay Ahead

• Co-create branded content instead of relying solely on traditional ads.

• Offer bonus content for premium podcast subscribers.

• Sponsor entire podcast seasons instead of single episodes.

Case Study: Slack’s Branded Podcast Success

Instead of running ads, Slack created "Work in Progress," a podcast about the future of work. It subtly positioned Slack as an essential tool without directly promoting it.The result? Millions of downloads and a 27% increase in brand awareness among listeners.

6. Better Analytics = Smarter Podcast Advertising

Tracking podcast ad performance used to be tricky, but new analytics tools are making it easier than ever to measure ROI. Brands can now see conversion rates, listener engagement, and ad effectiveness with greater accuracy.

How to Make the Most of This

• Use pixel tracking, unique URLs, and promo codes to monitor performance.

• Work with platforms like Podsights and Chartable to gain deeper insights.

• Optimise mid-roll and host-read ads—these tend to perform best.

Case Study: HelloFresh’s Data-Driven Podcast Campaign

HelloFresh used exclusive discount codes across multiple podcasts and tracked which ones delivered the highest conversions. They reinvested in top-performing shows.The result? A 28% higher customer retention rate from podcast-driven sign-ups compared to other ad channels.

 

7. Podcast Networks & Influencer Collaborations: Bigger Impact, Less Effort

Instead of running one-off podcast ads, smart brands are partnering with entire podcast networks and working with hosts as long-term brand ambassadors.

How to Get This Right

• Build long-term relationships with hosts instead of placing one-off ads.

• Sponsor multiple shows within a podcast network to maximise reach.

• Co-develop content with hosts to ensure seamless brand integration.

Case Study: Sephora’s Podcast Network Sponsorship

Sephora partnered with the Dear Media podcast network, sponsoring multiple beauty and wellness podcasts with host-read ads and product integrations.The result? A 3X lift in brand recall and a 25% increase in online sales from podcast listeners.

8. Brands Creating Their Own Podcasts

More brands are realising that instead of just advertising on other people’s podcasts, they can create their own. A well-produced branded podcast builds trust, positions a company as a thought leader, and creates a direct channel to engage customers.

How to Get This Right

• Focus on storytelling, not selling—make the content genuinely engaging.

• Feature industry experts and influencers to expand reach.

• Promote the podcast across social media, email marketing, and partnerships.

Case Study: HubSpot’s ‘The Growth Show’

HubSpot launched "The Growth Show," a podcast featuring stories of business growth and innovation. Instead of overtly selling its products, the podcast provided valuable insights, building brand authority.The result? Over 1 million downloads, a rise in brand credibility, and increased inbound leads.

Final Thoughts: Making Podcast Ads Work in 2025/2026

The most successful brands aren’t just running ads on podcasts—they’re integrating deeply into the medium through AI-driven personalisation, interactive content, video integration, branded podcasts, and long-term partnerships.

Key Takeaways for Marketers

• Go niche – target micro-communities for higher engagement.

• Use AI – dynamic ad insertion makes messaging more relevant.

• Make it interactive – shoppable ads and QR codes drive direct action.

• Create your own podcast – branded content builds authority and engagement.

• Measure everything – track performance and optimise campaigns.

The podcast space is evolving fast, and brands that embrace these trends will outperform their competitors. Now’s the time to experiment, innovate, and make podcasts a key part of your marketing strategy.

Are You Ready to Make Podcasts Work for Your Brand?

With the right strategy, podcasts can deliver some of the highest engagement and ROI in digital marketing today. Whether it’s through AI-driven ads, interactive content, or long-term host collaborations, smart brands are seeing real results.

Time to get started? Let’s talk about how you can make podcast advertising through to creating your own branded podcast work for you. The Media Precinct and Resolve Content team are experts in podcast advertising, podcast integrations and branded podcast content.