Fully-Fluid™: Podcast Display Ads

By Elisa Rivero

Ad of the week for July 28, 2023: Monetizing through Sponsored Content Podcast Display Ads

As a rich-media creative technology company, we have seen a big uptake by our partners for sponsored content ads.  As a news media organization, it makes sense to leverage your content creation capabilities to find the best methods of distributing and monetizing your unique content.

We did a post about Sponsored content that talks about the opportunity to combine content into display ads [link] as a revenue-driving opportunity.  In a similar fashion incorporating audio files into a display ad unit as part of a podcast ad unit can bring the unique benefits of having new fresh content experiences for your users.  This will enable publishers to offer a unique, innovative method to deeper expand into this new channel of audio content.

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The Market

It is no question that Audio and podcasts are in fashion.  According to IMARC insights the global podcasting market is expected to exhibit a CAGR of 26.9% during 2023-2028. When it comes to advertising in the form of pre/mid or post-roll of audio content Statista states that in 2023 US podcast advertising revenue will be approximately $3.5 Billion which would be a majority when compared worldwide. The growing utilization of artificial intelligence (AI), increasing demand for podcast advertising, and rising popularity of developing better content represent some of the key factors driving the market as well as the need to repurpose and utilize that content.

Podcast ads are audio advertisements that are integrated into podcasts, reaching listeners who are engaged and attentive. They can be dynamically inserted into podcast episodes or read by the podcast hosts themselves. Podcast ads are effective for reaching a specific niche audience and have the advantage of being less intrusive compared to other forms of advertising.  

However for an INMA publisher to take advantage of this form of monetization the new business of setting up streaming content and delivery through major services such as Spotify, Apple, etc.. would be a course of action with distribution and linkage through owned and operated properties or setting up a new channel.  

On the other hand, display ads could be an interesting new channel for Podcast ads and content from local advertisements in one mixed-media ad format.

This could be a new innovative format for your clients without having to generate a lot of new work or new business units to support the effort.


The examples below are some of the innovative formats that local publishers can used to deliver high-impact podcast display ads.


Basic Brand Drivers 

Audio Display Ads for Podcasts that can be in the form of an IAB-sized ad or a Responsively Fluid high-impact banner.  Listen rates range from 0.5~2% and these have proven to bring click-through rates up more than 20% on the campaigns run by ResponsiveAds with its audio partner Adsonica:

Titus & Tate

Mommies Tell All

  • IAB pack 
  • Responsive Fluid 250H Ad  (1440×250, 768×250, 450×250)

Rolling Stone Magazine

  • IAB Pack 
  • Responsive Fluid 250H Ad (1440×250, 768×250, 450×250)

Content Portals & Carousel Ads 

This format makes for a unique user experience of as many as 10~15 different podcasts with sponsored audio content.  With a simple upload of the content and display design elements, these unique Podcast Display ads can be an interesting new innovative approach to podcast advertising.

Business Billionaires

Ted Talks Daily

NPR Podcast

Responsive Fluid 250H Ad  (1800×250, 768×250, 450×250)



Podcasts in display ads offer numerous benefits for publishers, making them a valuable advertising medium in the digital landscape. Here are some key reasons why podcasts in display ads are great for publishers:

  • Engaging Content: Podcasts provide a highly engaging form of content, allowing publishers to capture and maintain the attention of their audience. By incorporating podcasts into display ads, publishers can deliver compelling and relevant audio content that resonates with users.
  • Diversified Revenue Stream: Including podcasts in display ads allows publishers to diversify their revenue streams. By leveraging the popularity of podcasts, publishers can attract advertisers who are interested in reaching a new and attentive audience, leading to increased ad revenue opportunities.
  • Enhanced User Experience: When done well, incorporating podcasts into display ads can enhance the user experience. Non-intrusive, relevant, and high-quality audio content can keep users engaged while they interact with other parts of the website or app.
  • Ad Format Innovation: Integrating podcasts into display ads enables publishers to innovate and experiment with new ad formats. This flexibility allows them to adapt to changing market demands and preferences, keeping their advertising offerings fresh and attractive to advertisers.
  • Monetization of Existing Content: Publishers who produce their own podcasts can monetize their existing content by incorporating relevant ads within their episodes. This additional revenue stream can help sustain and grow their podcasting efforts.
  • Data and Analytics Insights: Podcasts in display ads offer valuable data and analytics insights. Publishers can gather metrics on audience engagement, listening habits, and ad performance, helping them refine their targeting strategies and optimize ad placements.

In conclusion, podcasts in display ads present a powerful opportunity for Publishers to engage their audience, diversify revenue streams, and provide a valuable platform for advertisers seeking to reach niche markets. By embracing this advertising format, Publishers can strengthen their position in the digital advertising landscape while offering a unique and enjoyable experience to their users.

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