Podcast Advertising Mistakes: What Many Brands Get Wrong

Podcast advertising is one of the fastest-growing marketing channels today, offering unmatched audience engagement and loyalty. For the first time ever, 55% of Americans 12+ are now monthly podcast consumers, compelling many brands to move full steam ahead into this exciting space.  

But despite the medium’s immense potential, if brands take the wrong approach, campaigns can fall short—wasting both time and budget. Explore the common mistakes brands make when advertising on podcasts, and learn the top actionable insights to help you avoid them. Whether you're new to podcast advertising or refining your strategy, these tips will put you on the path to success.

Why Some Podcast Ads Miss the Mark

When done right, podcast ads feel natural, resonate with listeners, and elicit more trust than other ad formats. But why do so many miss the mark? The short answer is that successful podcast advertising requires a thoughtful strategy tailored to this unique medium.

Unfortunately, many brands can fall into traps such as setting undefined goals, repurposing strategies from other media campaigns, or choosing podcasts that don’t reflect their audience or brand values. Without a clear, podcast-specific approach, brands risk creating ads that fall flat or fail to connect with listeners. Foundational missteps like these can lead to poor results or rework—overshadowing the immense potential of podcast advertising. But here’s the good news: these mistakes are avoidable. 

The Most Common Podcast Advertising Pitfalls to Avoid

We’ve compiled a comprehensive guide on the most common podcast advertising pitfalls to sidestep and how to set your campaigns up for success.

1. Following a One-Size-Fits-All Strategy

Podcast audiences can be hyper-specific. An advertising approach that works on Call Her Daddy may not land the same way with the audience of 99% Invisible, and vice versa. Take this as your sign to ditch the “one-size-fits-all” approach, which often leads to bland messaging that fails to engage anyone. 

Remember, podcast advertising thrives on relevance and connection. Tailor your messaging to each show’s audience to make your ad feel personal and customized. 

2. Advertising on the Wrong Show or Genre

Not all shows or genres are right for every brand, and a show shouldn’t check your boxes solely because it has a large audience and reach. For instance, a pop culture podcast that appeals primarily to Gen Z females may not be the right fit for a senior community brand. Thoroughly vet podcasts to ensure that they align with your target demographics, values, and campaign goals.

3. Targeting the Wrong Audience

Podcast advertising is like putting together a puzzle—all the pieces need to fit together. Even if you have great creative, your ad won’t convert if it’s not reaching the right listeners. Podcasts with mismatched audiences can waste ad spend. Find data or rankings of the top shows in the US to identify podcasts that align with your desired demographic and psychographic profiles, whether you’re targeting West Coast-based millennial males or Gen Z pet owners. 

4. Repurposing Media from Other Campaigns

It might be tempting to recycle creative from streaming audio or SiriusXM campaigns, but remember that audiences engage with podcasts differently. Think of it this way: A video ad wouldn’t work well on an audio-only podcast, just like an AM/FM ad is a poor fit for live TV. Ads designed for other platforms can lack the conversational tone or authenticity that the podcast environment demands. Create new content specifically for podcasts, and keep it conversational, on-brand, and aligned with the podcast’s storytelling style.

5. Creating Generic or Overly Scripted Messaging 

Podcast listeners value the authenticity of the medium. Ads that feel stiff, overly produced, or too much like a radio ad can disrupt the listener's experience and reduce engagement. Whether you’re leveraging pre-produced, announcer-read, or host-read ads, keep the script conversational and natural. When done right, podcast ads feel less like an interruption and more like a natural part of the episode. 

6. Using the Same Ad Formats or Creative

Relying repeatedly on the same ad format or ad creative, such as a one-size-fits-all announcer read, can lead to missed opportunities for engagement and even ad fatigue. Listeners are more likely to tune out your messaging if they hear the same ad each time. If your brand has historically used host reads, switch things up by leveraging video host reads. After all, nearly two in three video podcast viewers say they like to see the reactions and emotions of the podcast host and guest(s)—creating the perfect opportunity for your brand to add visual storytelling into the mix.

7. Reutilizing a Single Ad Placement

Delivering an ad and hoping it sticks won't deliver results. Podcast advertising benefits from repeated and consistent exposure. Opt for placements across multiple episodes to reinforce your message and build brand familiarity among listeners. Advertisers can experiment with different ad placements like pre-roll, mid-roll, and post-roll to continue catching attention. A mid-roll ad, for instance, draws in ears during the peak of listeners’ engagement. Meanwhile, a post-roll ad is more likely to be heard when a listener is tuning in to an episode while working or multitasking.

8. Thinking from Your POV and Not the Host’s

A common blunder is ignoring the unique role the podcast host plays in delivering your message. Over four in 10 podcast listeners report feeling a close connection to their favorite hosts. Hosts already have the trust of their listeners—leveraging this unique connection can make your ad even more effective. An ad with a great script can go far, but add in a host’s personal anecdote and flair to the message, and you can draw in even more ears. Give hosts the flexibility to adapt your messaging in a way that feels natural and believable to their audience. 

9. Ending with Unclear CTAs

Even if an ad is engaging, it won’t drive results if listeners are unsure what to do next. A vague or overly complex call to action (CTA) can leave potential customers confused. Stick with a single, clear, and actionable CTA. For example, if you’re delivering a lower-funnel ad, end the ad with a suitable, lower-funnel CTA like “Buy now” or “Sign up.”

10. Not Scaling Beyond One Podcast 

While it’s a common strategy to start small by advertising on a single podcast, staying small limits your brand’s reach and exposure. Once you’ve identified a winning formula with one podcast, explore scaling your efforts by advertising on shows with similar audiences or expanding within a podcast network. Podcast listeners are multi-faceted, with three in four saying they consume multiple different podcast shows in a given day or week.

Better Podcast Advertising Days Are Ahead 

Avoiding these common mistakes is the first step toward success in podcast advertising. We’ve seen firsthand how a strategic and thoughtful approach can pay off. SiriusXM Media can guide you in creating impactful campaigns—from choosing the best podcasts to developing creative that resonates with your audience.

 It’s time to create podcast advertising that delivers. Let's talk.

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