Media Buying

The United States has around four million retail businesses as of 2024. If you’re reading this right now, chances are you’re a decision-maker at a retail brand. If that’s the case, it’s also likely you’re running or have run a Google Ads campaign. If all of that is true, there’s a good chance you’ve seen your cost per acquisition (CPA) rise over the past year, as it has in 91% of industries. Saturation, inflation, and a few other “ations” are the culprits behind this loss in efficiency—but there’s hope.

When the first podcast launched in 2003, it would’ve been hard to predict that it would become an industry worth over $20 billion, just twenty years later. As with all booming industries, advertising dollars eventually followed and podcast advertising quickly became an efficient and reliable medium for brands. While it is an exciting advertising channel, it may not be right for every brand, in this article we’ll explore how to decide if advertising on podcasts makes sense for your business.