Podcast Video Advertising: Getting Started with SiriusXM Media

Podcasts aren't just an audio experience anymore. In our current age of viral TikToks and live streaming, audiences are craving video content from their favorite digital creators, and podcasters are following suit. The days of a TV binge-watch, while still alive and well, have evolved into increasing demand for short- and long-form digital content.

This podcasting evolution opens new doors for advertisers who are invested in podcasts and looking to connect with these audiences visually. By adopting a holistic approach to podcast buying that encompasses both audio and video, brands can create deeper connections with the shows their target audiences love.

Entering Our Video Era

It comes as no surprise that YouTube was crowned the most popular podcast consumption platform, bringing in 31% of of weekly podcast listeners. In fact, YouTube podcast views have seen explosive growth, up 106% in the last five years.

Video production allows podcasts to:

• Expand their reach across platforms

• Create immersive experiences that draw in viewers of both full episodes and shareable highlight clips

• Create a space for users to leave comments and start discussions 

• Allow podcast creators to interact with their fans

• Highlight visual aids and non-verbal communication, enhancing the listening experience 

• Improve accessibility with the use of video captions

Podcasts in the SiriusXM Podcast Network that are leaning into YouTube video formats include, Conan O’Brien Needs a Friend, Startalk Radio, and the newest additions Call Her Daddy and the Unwell Network. And they’re paving the way.

Reaching Engaged Streaming Video Viewers 

One of the most turnkey ways to run alongside podcast video content is through pre-produced brand video ads. Our YouTube Video Ads solution gives advertisers access to run their video ads against premium content produced by popular podcasts in our network, including Call Her Daddy, SmartLess, and the Team Coco podcast network.

What’s in it for you? Standard assets from online video strategies can run through YouTube Video Ads, providing a straightforward way to align with podcast video. Viewers are highly engaged, as they’re deeply invested in their favorite shows and seek the visual experience that video offers. While the video advertising landscape can be unpredictable, YouTube Video Ads ensure your brand lives exclusively within our high-quality podcast video network, minimizing the risk of appearing next to unexpected video content.

Building Authentic Connections with Video Host Reads

Hearing an ad in your favorite podcaster’s signature voice and style? More of this. Host-read ads leverage the strong connection between a show and its audience, delivering genuine, personality-infused reads that resonate with fans. Our current lineup of available shows for video host reads include Conan O’Brien Needs a Friend, De Todo Un Mucho, and Startalk Radio, just to name a few. The flow of video content allows for smooth transitions into video host reads, where additional visual elements can elevate your brand presence. This can include:

• Logo and branded overlay to enhance brand recognition

• Visual call-to-action

• Clickable URL in episode descriptions for easy access to what’s being promoted

These actionable visual elements fully integrate your brand into the host read, making it a vital part of the viewing experience. Given that an overwhelming 85% of podcast consumers also use ad-free video streaming services, baked-in ads are an excellent way to reach streaming video viewers—and ensure that every second is heard.

Elevating Your Presence with Custom Video Integrations

Take your podcast video partnership to the next level with branded content. We're eager to collaborate with partners to develop innovative, authentic integrations that resonate with audiences. Whether it's a bonus episode or a sponsored segment, advertisers can align with a show's unique voice, amplifying their message in memorable and creative ways. Podcast clips can even extend to social platforms, creating broader moments of engagement and leaving viewers wanting more.

See (and Hear) the Potential With SiriusXM Media

As consumer habits evolve, the strategies of advertisers must, too. Video ads and podcasts perfectly complement audio, further extending audience reach and diversifying listeners’ access to the content they love. Podcast advertising offers multiple touchpoints to connect with audiences, capturing both the eyes and ears of those that matter most to your brand. With us as your partner, rest assured that we're continually updating our capabilities and expanding our network to reach new audiences.

Ready to amplify your brand with our podcast video solutions? Let’s chat.