Podcasts: From Niche Hobby to Mainstream Sensation
When the term podcast first appeared in 2004, it introduced the revolutionary concept that “anyone can be a broadcaster.” Nearly two decades later, podcasts have become a dominant force in entertainment, with modern episodes reaching over 60 million homes across the U.S.—and growing.
From Gen Z to baby boomers, listeners across all age groups are tuning in to podcasts covering everything from technology and true crime to self-help and climate change. Leading platforms like Spotify, Apple Podcasts, and YouTube Podcasts have expanded their ecosystems to support this audio boom, offering more monetization tools and better discoverability.
For advertisers, the appeal is clear. Podcasts create a sense of intimacy and authenticity between host and listener, making them a perfect environment for delivering targeted, compelling brand messages. Whether through host-read endorsements, branded episodes, or dynamically inserted ads, podcasts offer brands a unique opportunity to reach engaged audiences with precision and trust.
When and Where Are People Listening in 2025?
Back in 2019, research from CivicScience found that one in three Americans aged 13+ listened to podcasts daily. Fast forward to 2025, and that number has grown—now nearly 40% of Americans listen daily, and over 45% listen weekly, driven by the continued rise of smartphones, smart speakers, and in-car entertainment systems.
Most people still listen at home (around 50%), but consumption in the car remains strong (21%), and workplace listening has jumped to 14%, according to recent data from Podcast Insights. People also listen while exercising, commuting, or multitasking—making podcasts an ideal channel for marketers looking to reach people during moments of focused attention.
Importantly for brands, podcasts drive real consumer action. CivicScience found that 22% of podcast listeners had made a purchase after hearing an ad. In 2025, that number is trending even higher, as dynamic ad insertion and audience targeting tools improve campaign effectiveness.
Types of Ads That Run on Podcasts
Podcast advertising comes in a few different flavors to suit brand goals and tone. Ads can be delivered host-read for an authentic feel or inserted programmatically as pre-produced audio. Crucially, podcasts don’t interrupt listeners with an overload of commercials. Most include just one to three ads per episode, and the best ones are seamlessly integrated into the content flow.
Here are the three most common placements:
- Pre-roll: A 15–30 second ad at the start of the show, often used for quick calls-to-action.
- Mid-roll: A 60-second ad placed mid-episode, typically yielding the highest engagement due to its positioning.
- Outro: A short reminder ad placed during the podcast’s closing moments—ideal for reinforcing messaging.
Why Podcast Advertising Works So Well
The Interactive Advertising Bureau (IAB) previously projected podcast ad revenue would hit $1 billion by 2021—and it did. In 2025, revenue is expected to surpass $2.5 billion, fueled by the rise of niche shows, improved attribution models, and growing advertiser trust.
Here’s what makes podcast ads uniquely effective:
- High Purchase Intent: Listeners act on podcast ads because they trust the host and see the recommendations as credible.
- Strong Listener Engagement: Podcasts cultivate loyal, repeat audiences who often listen to full episodes without skipping ads.
- Natural Integration: Host-read or embedded ads don’t feel intrusive—they feel like part of the show.
It all comes down to authenticity and attention. Podcasts foster a connection between host and listener, and advertisers that leverage this bond can see returns well beyond what traditional digital display ads deliver.
What About Measurement in 2025?
With podcast ad revenue soaring past $2.5 billion in 2025, platforms are doubling down on transparency and metrics. Spotify led the way with its early Streaming Ad Insertion (SAI) technology launched in 2020—and it’s only become more sophisticated since. Today, platforms like Apple Podcasts, Amazon Music, and YouTube Podcasts offer advanced analytics dashboards showing key performance indicators such as:
- Ad Impressions
- Listener Frequency
- Demographic Breakdowns
- Geographic Reach
These tools provide anonymized audience insights, allowing advertisers to better understand listener behavior and improve campaign targeting. For the first time, advertisers can confidently combine podcast reach with precise audience segmentation—unlocking the same level of optimization typically reserved for display or social media ads.
Meet Connected TV: The “Cool” Kid on the Block
Connected TV (CTV) continues to be one of the fastest-growing segments in digital advertising. CTV refers to a television set connected to the internet—via a smart TV, streaming box (like Roku or Apple TV), or gaming console—that allows users to stream content on demand.
In 2025, CTV is everywhere. With U.S. households now averaging nearly three connected screens per home, the medium has become a go-to channel for advertisers looking to reach cord-cutting and digitally native audiences. CTV advertising allows marketers to:
- Serve highly targeted ads based on household demographics, interests, or even previous viewing behavior.
- Use dynamic creative to personalize messaging for different viewers.
- Access detailed performance metrics—including completion rates, click-throughs (via companion banners), and lift in site traffic or conversions.
Most importantly, CTV is still underutilized in many media plans, meaning there’s less competition and more room for visibility. Advertisers who invest in CTV now can get in ahead of the curve while costs remain reasonable—and the results speak for themselves.
What is Connected TV Advertising in 2025?
Connected TV (CTV) advertising refers to the placement of digital advertisements on internet-connected television devices, such as smart TVs, streaming sticks (like Roku or Fire TV), and gaming consoles. These ads allow brands to reach viewers as they consume streaming content through apps, networks, or digital channels.
Unlike traditional television, which relies on broad demographic targets, CTV advertising leverages advanced data and audience segmentation to deliver personalized, relevant ads based on viewer behavior, interests, geography, and more. As streaming continues to dominate, advertisers are turning to CTV for its precision targeting, high completion rates, and real-time measurement tools.
In 2025, the CTV ecosystem is led by three dominant platforms: Hulu, Roku, and YouTube. These three account for an estimated 70% of total display and video ad spend in the CTV space. They offer robust ad inventory and integrations that support programmatic buying, contextual targeting, and real-time creative swapping—giving marketers unmatched flexibility and control.
With cord-cutting at an all-time high and viewer engagement continuing to shift toward streaming-first platforms, connected TV advertising isn’t just a smart investment—it’s a strategic necessity for modern digital campaigns.
Why So Much Advertiser Interest in Connected TV in 2025?
The rapid rise of cord-cutters—individuals canceling traditional cable in favor of connected TV (CTV)—is reshaping the advertising ecosystem. Consumers are favoring flexible, on-demand content over rigid cable schedules, and advertisers are following suit. As more households stream across smart TVs, gaming consoles, and devices like Roku or Fire TV, connected TV delivers both scale and precision targeting.
And the growth is explosive. According to updated projections from eMarketer, U.S. CTV ad spend is expected to top $25 billion by the end of 2025, doubling what it was just a few years ago. Brands are increasingly allocating a larger share of digital budgets to CTV as its performance rivals search and social ads.
Why Connected TV Advertising Delivers Big Benefits
CTV is not just a buzzword—it’s an efficient, measurable, and increasingly vital part of the digital media mix. Here’s why marketers are leaning in:
- Precision targeting: Advanced geo, demographic, and behavioral targeting delivers your message to the right household—no more wasted impressions.
- Unskippable ads: In-stream ads typically can’t be skipped, increasing view completion and brand recall.
- Engaged audiences: CTV viewers are leaned-in and selective, creating a more intentional, less distracted experience.
- High ROI potential: With premium placement and engaged viewers, many advertisers report higher ROI compared to traditional TV buys.
Measuring Success in Connected TV Advertising
While CTV doesn’t yet have a single measurement standard like Nielsen for linear TV, tools are rapidly improving. Advertisers can evaluate performance using:
- Completion Rate: The percentage of viewers who watched the ad all the way through—often 90% or higher on CTV.
- Cost per Completed View (CPCV): A reliable ROI benchmark calculated by dividing total spend by completed views.
- Attribution & Brand Lift: Tools now connect CTV exposure to downstream activity such as web visits, app downloads, and even in-store traffic.
Though fragmented, the measurement landscape is improving. Many platforms now offer dashboard access to track audience demographics, device types, and even retargeting performance.
Steps to a Successful Digital Advertising Campaign
Success in digital advertising—especially CTV and podcasts—requires an integrated strategy. Marketers must not only craft compelling content but also plan precise placements, monitor real-time analytics, and optimize based on performance.
At DASH TWO, we bring experience across all channels to the table. Whether it’s a national CTV buy, a hyper-local podcast push, or a hybrid campaign involving out-of-home and digital media, we’ll help you cut through the clutter and reach your audience where they’re most engaged. From audience segmentation to cross-platform integration, we help you deliver results that matter.