Podcasts are now a staple in most marketing strategies, offering value beyond clicks and impressions. Unlike traditional digital ads, podcast ads build engagement, trust, and long-term brand impact — qualities that drive real results. But when success isn’t measured in clicks, how do you define ROI in podcast advertising?
At the recent Power of Podcasts media event in Saudi Arabia, a panel titled Behind the Numbers explored how brands should rethink measurement when investing in digital audio. Panel speaker, Kavit Haria, CEO and Co-founder of Jay Shetty Certification School, highlighted the unique power of podcasts stating, “Podcasts create an emotional connection with their listeners that no other medium can ever do. Because you end up devoting 15, 20 minutes, 30 minutes, 40 minutes, every week to a specific podcast host — that builds intimacy.”
The assumption could be that success hinges on high download numbers. But data tells us that only the top 5 per cent of podcasts exceed 8,000 downloads per episode. Despite this, advertisers working with much smaller audiences are seeing significant business impact.
Suzi Kuban, Content Director at Next Broadcast Media, explained, “We see too many marketers still apply performance marketing KPIs to podcast ads, but it’s a completely different medium. Attention time, listener retention, brand recall — these are the things that really matter. Unlike social media, where people scroll past ads, podcast listeners are fully engaged, and it’s directly in their ears – no distractions.”
When looking at measurement it’s important to realise podcast ads aren’t one-size-fits-all. The format chosen determines the kind of ROI seen. For brands focused on broad reach, dynamic ad insertion (DAI) offers the ability to scale messaging across multiple shows, boosting incremental reach.
“DAI campaigns might not have a host’s personal endorsement, but they’re unbeatable for reach. If you’re running a sale, hosting an event, launching a product, or building awareness, dynamic ads are one of the best ways to scale,” Kuban added.
If the marketing goal is trust and influence, host-read ads are one of the most powerful approaches. When a podcast host delivers a message, it’s perceived more as a recommendation than an interruption. Host-read ads consistently outperform traditional digital formats in recall and engagement.
A study by Nielsen states host-read podcast ads lead to a 50 per cent increase in purchase intent and recommendation among listeners compared to non-host-read ads.
Finally, branded podcasts. Branded shows give full control over the conversation. They’re ideal for long-term engagement, loyalty, and credibility.
Haria added, “By owning your own podcast, you have the ability to control the narrative, to control the message that’s being created, and the message that’s put out.”
Success in podcast advertising isn’t about how many people hear an ad — it’s about how deeply they engage with it. Metrics like listen-through rates, repeat listeners, brand recall, and search traffic provide a far clearer picture of impact than downloads alone.
“Podcast advertising isn’t about a single transaction—it’s about sustained engagement. For brands willing to invest in the right strategy, the long-term value far outweighs traditional digital ads,” Kuban said.
There’s no single way to measure podcast success — it all comes down to what matters most to your brand. Is it reach? Trust? Long-term loyalty? Knowing the answer makes all the difference.
