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Podcast Advertising 101

Demystifying podcast marketing for brands in one of the world’s fastest-growing audio markets.
As podcast consumption surged in India, I authored and launched Podcast Advertising 101 - the country’s first strategic playbook for advertisers. It helped educate the market, drive revenue growth, and position JioSaavn as a pioneer in audio advertising.

The Challenge

In the wake of COVID-19, podcast consumption in India surged by 29%. Yet, despite India being the third largest podcast streaming market globally, brands remained hesitant to invest in podcast advertising. There was curiosity, but also confusion. Few marketers understood how to approach podcasts strategically, let alone confidently. 


As part of JioSaavn for Brands, I recognised this gap in knowledge. With rising listener engagement and a rapidly expanding creator ecosystem, I knew we had to bridge the divide between opportunity and understanding.


The Process

I conceptualised, authored, and launched Podcast Advertising 101, India’s first playbook dedicated to podcast marketing. Drawing on market reports, platform data, and industry shifts, I crafted a narrative that was equal parts educational and actionable. The goal was to demystify the medium, showing brands the breadth of content genres, listener mindsets, and creative formats they could tap into. 


This playbook also offered recommendations for creating, sponsoring, or partnering with shows, tailored to different campaign goals. To complement the content, I worked with design, sales, and marketing teams to ensure distribution across JioSaavn’s owned channels and account-based outreach. It became an anchor asset used by sales teams in pitches and strategic conversations with marketers.

The Outcome

  • Drove an 18% growth in podcast ad revenue following launch 

  • Activated conversations with over 50 new advertisers considering podcast formats 

  • Set the foundation for future podcast-native ad products and formats at JioSaavn 

  • Reached hundreds of brand and agency professionals with a sustained read-through rate

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