Top Podcast Ad Networks to Boost Your Audience: Where and How to Promote Your Show

To help grow your podcast audience, consider promoting your show across dedicated podcast ad networks. Here’s a breakdown of some popular options and how they work:

Overcast

Overcast enables podcasters to reach avid listeners directly within the Overcast app. Ads display to users in a natural, non-intrusive way, designed to engage those who are actively discovering new shows. Ads run for 30 days after purchase. Pricing varies by placement and availability, starting at competitive rates for high engagement.

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Podcast Addict

Podcast Addict offers two primary ad placements:

1. On the main search screen, where users are looking for new shows.
2. Within specific categories, targeting audiences browsing by genre.

Additional Promotion, the app also promotes podcasts via an ad banner if no other ads are available, without extra cost to the advertiser. Great for category-based targeting and expanding into niche listener segments.

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Audience Lift

AudienceLift focuses on driving certified IAB-compliant downloads and real engagement with podcast trailers. This platform leverages AI to precisely target audiences by location and genre. Includes push notifications, engagement tracking, and direct campaign results on major podcast players. Plus, listeners can engage with episodes directly via mobile web. Excellent for growing awareness and engaging listeners with targeted ads on premium networks.

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Headliner

Podcast Promo's widget helps you showcase podcast previews to your target audience via the Headliner Publisher Network, offering a unique tool for exposure and growth. While Promo Plays (partial plays of 60-second clips) increase traffic, they should not be used to represent full downloads or listenership for sponsorship purposes. Advertisers have control over whether previews pull from the RSS feed. Promo Plays, tracked on the Headliner Dashboard, reflect engagement with your widget but are distinct from actual audience metrics.

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Tips for Success:

• Audience Match: Use genre and location targeting when possible to reach relevant listeners.
• Frequency: Consider multiple ad cycles to reinforce awareness.
• Creative Variety: If available, vary ad creatives and highlight different episodes or themes to maintain listener interest across placements.

Using these platforms effectively can help podcasters reach new, dedicated listeners, increasing downloads and expanding their audience reach.