Over the past decade, podcasting has grown from a niche medium into a cultural mainstay. Listening has more than tripled since 2016, and the growth shows no signs of slowing. With so many ears tuned in, advertisers have taken notice – especially direct response brands that rely on measurable action from their campaigns.

Why? Because podcasting is built on active listening and deep engagement. Listeners choose their shows, binge back catalogs, and follow hosts across platforms. And that loyalty translates into action: Audacy podcast listeners are twice as likely to purchase advertised products compared to standard podcast listeners¹.

This combination of attention, trust, and conversion power is why direct response advertisers are leaning into podcasts. As Kait Karadimas, VP/GM of DTC at Aura Frames shared during our recent webinar How Growth-Minded Brands Break Through with Audio, podcasts have become a cornerstone of their media mix. 

The panel unpacked some key insights about what makes podcasting such an effective channel — from powerful hosts, smart planning, and more.

One of the biggest drivers of podcast success is the host-listener relationship. When a trusted voice delivers an ad, it doesn’t feel like a script; it feels like a recommendation from a friend.

That authenticity matters, especially for a product like Aura Frames that requires a bit of explanation. “They can sell it so much better than a three-second ad on Facebook,” Karadimas added. “The hosts we’ve partnered with do an absolutely amazing job.”

Successful podcast advertisers don’t put all their budget into one or two shows. They spread their bets across different sizes, genres, and audiences.

“We’re definitely looking at a portfolio approach when we’re buying podcasts,” Karadimas explained. “We’re working with big shows, small shows, across a number of different genres. And we do a lot of testing. At any given point, something like 50% of our budget is going to testing new shows.”

Just like a smart investment strategy, balance is key. “You wouldn’t want to put [the majority] of your budget into any one show,” she said. “Think about your roster with some big swings, some medium swings, and some small swings. It’s all about balance.”

The most effective podcast buys aren’t random, or based on individual preferences. Advertisers who succeed put in the work upfront to understand shows, audiences, and alignment.

“[Our team] is doing tons of research,” Karadimas noted. “They’re looking at audience demographics. They’re looking at the content of the shows. They’re looking at other advertisers who are on the shows. We’re using every piece of data we can find in order to make decisions about what spaces to buy.”

This careful vetting ensures brand-to-show fit and increases the likelihood of strong performance once the campaign runs.

Podcast advertising works, but it doesn’t work overnight. Success often builds gradually as listeners are exposed to a brand over time.

“It’s not going to work overnight,” Karadimas cautioned. “You really need to have that presence throughout the year. If you’re willing to hold on and build presence, good things come.”

For direct response advertisers, podcasts offer something rare: a channel that blends measurable performance with authentic, trusted storytelling. At Aura Frames, podcast advertising isn’t just a “nice-to-have.” It’s a core part of their media mix. A considerable chunk of their budget is dedicated to podcasts because they see consistent, trackable returns. Customers frequently report that their very first exposure to the brand came through a podcast ad; and many even name the specific show or host who influenced their purchase.

Performance for Aura Frames is measured in two ways: through digital tracking tools and post-checkout surveys. Both show the same story. “People who love podcasts are really loyal to their hosts,” Karadimas says. “They’ll tell us directly that they bought an Aura Frame because a favorite host recommended it.” That loyalty translates into sales across a wide range of occasions – whether as a thoughtful gift, a way to stay connected with family, or a simple “treat yourself” piece of home décor.

For direct response brands like Aura, this accountability makes podcasting a high-performing, conversion-driven channel. And that’s why, as Kait notes, it deserves not just a seat at the table, but a large share of the budget.