Want to expand your advertising strategy and reach a new and growing audience? Try podcast advertising 101! Podcasts are an increasingly popular medium.

As of February 2021, 57% of Americans had listened to a podcast, and 37% had listened to one within the last month. Those percentages are up from 55% and 51% from the previous years, and the number of listeners continues to grow steadily. As podcasting grows, so does podcast advertising.

Podcast ads are an excellent way to upgrade your digital advertising strategy. According to a 2018 survey, 78% of listeners don't mind podcast ads and sponsorships because they know they support the podcast. Research from the Interactive Advertising Bureau (IAB) found that 61% of listeners had purchased a product or service they learned about on a podcast ad.

But how does podcast advertising work? And how can you create an effective podcast advertising campaign? We'll answer these questions, give you podcast advertising best practices, and more in this guide.

Welcome to podcast advertising 101.