Podcasts are generally thought of as an audio only channel but listener behavior is rapidly changing. According to a recent survey, 46% of active US podcast listeners prefer to watch podcasts as they listen, compared with 42% who just listen.

Why this preference?

The reason – 51% of listeners enjoyed the physical expressions and reactions of the hosts and guests.

Furthermore, 2023 was a banner year for YouTube as a podcast destination as it has now become the most accessed destination for podcasts.

So, if you are thinking of running a podcast advertising campaign, you should definitely consider whether or not the podcast has a YouTube channel AND if they are creating video ads for their shows. If not, then you should reconsider your podcast sponsorship strategy.

That said, let’s dive into a few examples of what a podcast video ad can look like with actual b2b podcast campaigns. But before we do that….

There are three ways to go about creating a podcast video ad:

1/ Have the brand provide media assets the podcaster can use to overlay the audio ad script of the ad

2/ If there are no video assets to choose from, use a screen recorder tool to record various videos of the product’s videos on YouTube or their website

3/ The last option is to just record an audio ad script and have a static image of the brand during the recording