The next generation of brand integration is here. Amy Poehler’s new comedic podcast, “Say More with Dr? Sheila”, is taking host reads in-character and in-story to directly incorporate brands right into the hilarious show.

First up was Kroger, as Dr? Sheila seamlessly touted the grocery brand’s fresh products within the narrative. And every time anyone listens—or relistens—to that episode, Kroger will still be a natural part of the story.  

This innovation in podcast advertising goes beyond already-successful producer reads and host reads to fully integrate brands into a show. And it’s spot-on with the power of the platform. The most recent Edison “Share of Ear” report shows that out of every 10 minutes of Audio listening, one minute is now spent on podcasts. That share has doubled in just three years, and it shows no sign of slowing down. Even more, a nearly unbelievable 86% of listeners can recall podcast ads, and more than half act on those ads. 

Talk about a podcast story with a happy ending.