The Secret Weapon Marketers Are Finally Taking Seriously 🎙️

This week, Leah Boxshall, our Senior Online Media Executive at The Specialist Works, explores how podcast partnerships are becoming a powerful tool for brands looking to build trust and attention in a fragmented media landscape.

Podcasts aren’t just a passing trend - they’re a proven space where brands can connect deeply with audiences. With listeners giving podcast ads their undivided attention, and host-read formats driving real action, Leah unpacks why podcasts deserve a place in your media mix and how smart planning can unlock their full potential - going far beyond the host-read ad.

The Packed Potential of Podcasts 

From their humble beginnings (“podcast” = iPod + broadcast), the format has evolved into a rich, diverse space. Today, 65% of UK listeners pay attention to podcast ads, and 38% give them full undivided attention - a level of focus most channels can only dream of. According to YouGov, UK listeners feel deeply connected to brands when they hear a voice - especially their favourite host’s.

That’s why, when thoughtfully executed for your brand, host-read ads drive real action. According to Acast:

• 📈 72% of listeners have visited an advertiser’s site after hearing a host-read ad

• ✅ 62% have taken action after hearing podcast advertising

• 🎁 17% have used a promo code they heard on a podcast

📊 So, what does this mean for media planning?

Kantar’s latest research shows 41% of marketers are increasing podcast ad investment in 2025. With a 1.7× lift in purchase intent, podcasts deliver standout results in awareness and favourability - but to unlock their full potential, you need to plan smart.

Although podcasts are not niche as a channel, they excel at reaching niche, highly engaged groups - and the closer the match, the stronger the impact.

Here’s the nuance: You can reach a targeted group effectively through one or two well-matched shows, but reach can be limited. To scale beyond that core group, you need a broader channel mix. That’s why podcasts work best as part of an integrated media strategy, combining other touchpoints to extend reach and deepen impact.

Our Specialist View

📚 Context is Key - Genre and tone shape how your message lands. Whether it’s comedy, parenting, or finance, aligning with the right podcast context boosts relevance, recall, and trust. With deep market knowledge, we identify the best-fit shows for your brand.

🎙️ Host fit Drives Authenticity - The host’s voice is powerful - but only when it feels natural. We look beyond genre to find hosts who genuinely connect with your brand. A pet brand doesn’t need a pet podcast - but a host who owns pets and can speak from experience is essential.

🚀 Go beyond host reads - Host reads are a powerful way to build trust and deeper connections with new prospects in relevant moments, but they should be the minimum level of integration you look for. Integrated formats can take your campaign further:

• 📝 Branded editorial segments / sponsored stories

• 🎨 Custom segments tailored to your brand narrative

• 🎬 Branded episodes for deeper storytelling

• 📱 Social extensions to amplify reach ⏱️ Plan for Momentum - Podcasts need time to build traction. A minimum six-week run allows for repeated exposure, stronger recall, and deeper engagement. We know consistency converts - and we build campaigns with that in mind.
  

🚀 Think Beyond the Podcast - Podcasts deliver high-impact engagement, but reach can be limited. That’s why we integrate them into broader media plans - using audio and social to amplify scale, reinforce messaging, and drive impact across platforms.

📣 Ready to make some noise? Get in touch with your client director to explore podcast opportunities tailored to your brand...🎙️