Podcast advertising agency in Sydney

Podcasts are still some of the most underpriced attention you can buy, and they work.

Every other digital channel is a fight for a second or two. On Instagram and TikTok you have a moment to stop the scroll. On Google, people want a quick answer and then they leave. A podcast listener gives you 20 minutes, sometimes hours, while they drive, walk, train at the gym or hang out the washing. A host they trust is talking inside their head, one to one.

We plan and buy podcast advertising for Australian brands: host reads, produced ads, streaming audio and sponsorships. Elaine worked in podcasting for years before starting The Wild Ones, and has seen it work for brands from water filtration to fashion and pharma.

Host-read or produced?

A host read is the best ad in audio, and the most expensive. A produced ad costs a fraction of it and lets you test and scale.

• Host reads. The host reads your ad in their own voice, about something they would actually rate. In our experience, recall and conversion are far stronger than display ads. Listeners can tell when a read is not authentic, and unless it is funny, we would not run it.
• Produced ads. Written and recorded for people wearing headphones. A radio ad cut down to fit a podcast sounds like exactly that. On streaming music, a radio-style spot is normal and works well.

Mid-size shows beat celebrity shows

Clients often ask which network is the biggest. You can never own every show, and you do not need to.

We target mid-size, niche shows. Their hosts have tighter communities that convert, much like the right creators, and they cost far less per listener than celebrity podcasts. Even a show with 100 listeners a week gives you 100 people actually listening to your ad.

The biggest Australian shows, such as Hamish and Andy or Shameless, are out of reach for most budgets. They are still worth studying: listen to how the hosts talk about their sponsors.

How we plan it

• Your audience and what they listen to. If your buyers follow politics, sport, fashion or finance, there are shows for each. We use Triton Digital's Australian Podcast Ranker to see who leads each category and where you fit.
• How your brand can show up. What can a host say about you, in their own words, that their listeners will believe?
• The ad test. Before we brief anyone, we listen to the ads on the top 10 shows in your category and score each one: boring, interesting, caught our attention, or loved how the host talked about it. Then we write for the top of that scale.
• How far it travels. A founder can guest on the right show first, then sponsor it, and the conversation becomes content for your social channels.

When podcasts are right for you

Podcasts are rarely the right first channel. The exception is when the founder is a guest on that show. Otherwise, we add podcasts once:

• Meta and Google are running, plus LinkedIn or Pinterest if they suit you, so every channel works together.
• Your tracking is in place: landing page, codes, pixels and anything the publisher needs.
• You have a product with proven conversion rates, and your social costs keep rising.

Out of context, podcast ads are a waste of money. A great ad can scale to mass reach, but we would still test first.

What it costs

Typical figures we see in 2026, for the media alone:

• About $1,000 for a first podcast test in Australia. We recommend one for most brands.
• $9 to $30 CPM (cost per thousand listens) for produced podcast ads, depending on the shows and targeting.
• $65 to $80 CPM for host reads.

We are members of the IMAA (Independent Media Agencies of Australia), which gets our clients strong rates with the podcast networks. Spotify and Acast we buy direct, in their own platforms.

Media costs are paid to the publishers. Our fee is separate: retainers start at $5,500 + GST a month, or The Lab can plan a single campaign, from $5,000 + GST.

What we buy

• Host reads recorded into the show. You are in every episode, week after week, for as long as the deal runs.
• Ads inserted across a network. Your ad plays in whichever episodes people listen to that week, including older episodes they are catching up on.
• Spotify and streaming audio. Audio ads between songs and in podcasts. On Spotify, they can come with a clickable banner.
• Sponsorships and founder appearances. Guest spots for founders, then sponsorship of the shows that fit.
• Your own podcast. A branded show is a sales tool disguised as a show: a direct line to your best customers, guests who share their expertise, and months of content for your other channels. It is not for you if you expect overnight sales, or if there is no budget to promote it.

How we measure it

We set up measurement before the first ad runs: a landing page for every campaign, promo codes for host reads, tagging and attribution tools that link listens to site visits, and brand lift studies on bigger campaigns. We also watch your brand search and your other channels while the ads run.

Podcast advertising FAQ

How much does podcast advertising cost in Australia?

A first test can start at about $1,000 in media. Produced ads typically cost $9 to $30 CPM and host reads $65 to $80 CPM (our 2026 figures).

Host-read or produced ads: which is better?

Host reads, if the fit is right and the budget allows. Produced ads, made for headphones, are the cost-effective way to test and scale.

Is podcast advertising worth it for a small brand?

Yes, once Meta and Google are running and your tracking is in place. Start with a test of about $1,000 on niche shows that fit your audience.

How do you track podcast ads?

Landing pages, promo codes, tagging and attribution tools, brand lift studies, and the lift in brand search while the ads run.

What is the difference between a recorded and an inserted ad?

A recorded host read is part of the episode for as long as the deal runs. An inserted ad plays in whichever episodes are listened to while your campaign runs, including older ones.

Should we start our own podcast?

If you want a long-term content engine and a direct line to high-value customers, yes. Not if you expect overnight sales or have no budget to promote it.

Ready to start?

Planning outdoor as well? See out-of-home advertising.

Book a free Growth Plan. Thirty minutes. No deck, no pitch.