Podcast Advertising for Apps: Audio That Converts

Our first podcast campaign produced zero trackable conversions. We almost killed it—then noticed App Store search for our brand name had doubled. Podcast attribution is broken by design (you can't click audio), but the channel drives real results. You just have to measure it differently.

Why Podcasts Work for Apps

• High attention: Listeners are engaged, not multitasking
• Host trust: Endorsements feel authentic
• Affluent audience: Podcast listeners skew higher income
• Incremental reach: Light social media users
• Long-form explanation: Complex apps can be explained

Podcast Ad Formats

Host-Read (Baked-In)

• Read by the podcast host
• Feels like recommendation
• Permanent—stays in back catalog
• Higher CPM but higher conversion

Dynamically Inserted

• Pre-produced audio ads
• Inserted programmatically
• Can target and optimize
• Lower CPM, more scale

Finding the Right Podcasts

Audience Alignment

• Demo match (age, income, interests)
• Content relevance to your app
• Listener psychographics

Performance Indicators

• Download numbers (verify, don't trust)
• Completion rates
• Listener loyalty
• Advertiser retention (repeat buyers = working)

Creative Best Practices

For Host-Read

• Provide talking points, not scripts
• Let hosts use their voice
• Personal stories work best
• Clear, memorable app name

For Pre-Produced

• Professional quality audio
• Strong opening hook
• Clear CTA with repetition
• Match show tone

Measuring Podcast Impact

• Brand search lift: Track App Store brand searches
• Direct traffic: Vanity URL visits
• Survey attribution: "How did you hear about us?"
• Pixel-based tracking: Limited but improving
• Geographic correlation: Installs in listener markets