The Secret Sauce of Podcast Advertising

Tom Webster
7 min readJan 25, 2019
jeffreyw [CC BY 2.0 (https://creativecommons.org/licenses/by/2.0)], via Wikimedia Commons

Over the past 3–4 years, my company (Edison Research) has conducted dozens of advertising effectiveness studies for podcast networks and even individual shows. At this point, if you can eat it, sleep on it, shop in it, or drive it, we’ve done a brand lift study on it. Though the field is young, we are starting to see category benchmarks, and have accumulated some best practices. Still, over all of these categories, from…

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Tom Webster

Partner, Sounds Profitable. Leading voice in podcasting, digital audio, and greyhounds