Booking a Campaign – Choosing Podcasts

There are many different reasons to pick a particular podcast, from its demographics and download numbers to affinity for the host and love of the show.

A podcast’s genre or category is often one of the deciding factors.

A product for small business owners is a natural fit for a business and entrepreneurism show, while a streaming comedy special meshes well with a comedy podcast.

Pro Tip:

It’s wise not to adhere too strictly to category. Don’t assume that comedy audiences aren’t also entrepreneurs, or that listeners to a sports podcast aren’t interested in a comedy special. You may be surprised at how broad and eclectic audience tastes and needs are.

Business-focused has seen years of success advertising on the comedic WTF with Marc Maron podcast. Legal Zoom has seen similar success on the sports comedy show Sklarbro Country.

At Midroll it’s our job to help you pick the best shows for your campaign goals, and to help you make the most of your ads.


We’re in a great position to do that because we have an inventory of over 200 podcasts in sixteen categories, with audiences ranging from 5,000 to more than a million downloads. We also know what shows and podcast categories have worked well in the past for a wide array of brand and product categories.

This is one of the big advantages of working with an ad network that specializes in podcasts and also has a sizable, but carefully curated lineup.

Each of Midroll’s shows was chosen thoughtfully based on quality, audience, and category–we don’t simply contract with hundreds of shows in order to stuff our roster. We only want to offer podcasts that are already proven, or that show great potential for our advertisers.

“Podcast advertising works for us, and Midroll helps us maximize our return on investment. They help us find great podcasts for our campaigns and make our ads work.” -Ilyas Frenkel, Squarespace
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