What you need to know about branded podcasts


Posted on October 17 2022 by Sofía Isabel

When we talk about digital audio advertising, some common things come to mind: traditional radio, voices that are often exaggerated for the rest of the content we consume digitally, and ads, a fundamental piece that helps the classic format continue to stand due to the lack of consumers.

We know digital advertising investment is gaining ground every second and it does not seem that the opposite is going to happen: The consumption of digital audio changed the way in which we relate to each other, in which we consume all kinds of content. And audio consumption bloomed:

According to PwC Mexico's “Global Entertainment & Media Outlook 2022–2026″, podcast consumption in Mexico has grown and will continue for the next four years, projecting that the industry will reach 48 million dollars in advertising revenue and that the medium will be consumed by more than 50 million people each month.

In Mexico, audio consumption changed our way of buying and relating to the brands that move us and identify us. But long before the pandemic… under the rocks (in some countries) there was already something beautiful that as a brand you should try: the branded podcast.

First things first, what is a branded podcast?


Branded podcasts is a new way of communicating with a brand's target audience. In other words, it is a marketing practice that, although not strictly promotional, seeks to share a brand's message through digital audio in different ways.

These podcasts are usually based on storytelling, the most effective way to sell an experience by telling a story, without having to listen to a full ad for 30 minutes. Take for example, Twitter’s Character Count,


A branded podcast can also be classified as a corporate podcast, which is precisely the same as a regular podcast, but it is created by a company with a purpose: to generate brand awareness and eventually, to achieve what the content creation scene is looking for: to monetize its content.