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With podcast advertising maturing, more mainstream brands want in on growth

By Kimeko McCoy,, March 28, 2023

Podcast advertising is maturing, both in terms of measurement capabilities and audience sizes — and more later stage brands are taking notice. Podcasts, once a go-to marketing channel for direct-to-consumer brands, have become a mainstay for more seasoned advertisers, agency executives say.

“As part of our conversations, brand interest in podcasts has more than doubled in the last six months,” said Tom Kelley, CEO and partner at marketing agency Revival House, which has worked with clients like DraftKings, Sony and Nike. “It certainly feels like a trend on the rise.”

(...) Last summer, Simply Spiked got into podcast advertising with the launch of its Simply Spiked lemonade, but the plan was very small in scope, according to Josh McDonald, senior marketing manager of FMBs (Flavored Malt Beverages) at Molson Coors Beverage Company.

Illustration by Ivy Liu


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