The company buys host-read ads across many podcasts as a main acquisition channel, tracks conversion by show, and pays for it with long customer lifetimes.
How Podcast Advertising works
Host reads reach listeners who already trust the host; long customer lifetimes pay for buying reads across many shows.
How companies won with Podcast Advertising
From the win chains in Strategy Canon case studies: what the winner did, and what its rival did at the same step.
vs. Wix · 2009–15
Squarespace
Long subscriptions pay for measured podcast host reads
What it did
A $20,000–30,000 This Week in Tech read brought a third of new subscribers (2009)
Wix
Broad reach for mostly free signups: $4.5M Super Bowl spot (2015), influencers and sports sponsorships