In a media landscape that’s louder, faster, and more fragmented than ever, one format continues to rise above the noise: podcasts. With unmatched attention, deep audience trust, and growing scale, podcasts have cemented themselves as one of the most powerful advertising channels in 2025.
To unpack why audio is resonating so strongly with both listeners and brands, and what marketers need to know to stay ahead, we sat down with the team at Mamamia, Australia’s leading women’s media company and a pioneer in podcasting. From the unique value of podcast audiences to the numbers behind listener action and the creative strategies that drive real results, this conversation dives deep into what makes podcast advertising work.
Whether you’re already investing in audio or just starting to explore its potential, this interview is full of practical insights, trends to watch, and advice for brands looking to make a meaningful impact in 2025 and beyond.
Why Podcasts Stand Out Today
TF (Tatiana Fernandez, ADMATIC): Let’s kick off with the big picture, why do you believe podcasts are one of the most powerful media channels in 2025?
BC (Belinda Cook, Head of Audio Sales at Mamamia): Because they meet audiences where they are — in real life. People choose to spend time with podcasts, and that level of attention is gold in today’s noisy media world.
TF: What makes podcast audiences so valuable compared to other digital media consumers?
BC: They’re loyal, engaged, and emotionally invested. [Listeners] don’t just skim — they show up, week after week, and trust the voices they hear.
TF: There’s often talk of “intimacy” and “attention” in podcasts, how do you see those factors translating into real advertising impact?
BC: Listeners feel like they know our hosts — they’re not just consuming content, they’re in a relationship with it. That intimacy builds trust, which is why host-read messages cut through in a way that banner ads, pre-rolls or programmatic video just can’t. The attention is undivided. People are listening while they walk, cook, or drive — and choosing to stay with the content. We see this in our data:
- 87% trust the recommendations made by our hosts
- 67% have actually bought something after hearing about it in a Mamamia podcast
That level of trust and attention drives real outcomes — not just awareness, but action.
What’s Changing for Brands
TF: Have you seen a shift in the way brands perceive or prioritise podcast advertising today vs even 1–2 years ago?
BC: Absolutely. What was once a “nice to have” or a “test and learn” is now a core part of media plans. We’re seeing bigger budgets and earlier integration in the planning cycle. The audiences continue to grow, the market isn’t there yet — and that becomes a really exciting opportunity for us to get more brands in this space — an uncluttered environment with an incredibly engaged audience.
TF: Are you seeing more interest in integrated or multi-channel campaigns where podcasts are a key pillar?
BC: Yes definitely. [Podcasts are] part of a much bigger ecosystem, which means [marketers] can amplify a campaign across multiple touchpoints and create a more connected, meaningful brand experience.
TF: What role do you see podcasts playing in upper vs lower funnel strategies?
BC: Both. They’re brilliant for long-term brand building and for driving action.
The Numbers Behind the Medium
TF: What do the numbers say about how podcasts drive action, whether that’s website visits, purchase consideration, or conversions?
BC: Industry-wide,
- 65% of listeners have made a purchase after hearing an ad
- 69% have recommended a product
- And 53% have searched for more information
When messaging is delivered authentically and consistently, action follows.
TF: Are you seeing growth in particular podcast genres or audience segments that brands should be watching?
BC: Yes – both locally and globally, we’re seeing significant growth in content that aligns with real life, wellness, and identity. At Mamamia, women’s health, career reinvention, financial wellbeing, and content that supports the mental load are leading the charge. These aren’t just “interest areas” — they’re need states. It’s not just about who’s listening — it’s how they’re engaging. These audiences are choosing content that adds value to their lives, and they’re showing up week after week to get it.
Getting Podcast Advertising Right
TF: From your day-to-day experience and the insights you shared, what are the top things marketers misunderstand about podcast advertising?
BC: That it’s hard to buy or measure. With the right partner, it’s streamlined, brand-safe, and measurable.
TF: What’s one thing that podcasting gets right about brand storytelling that other formats don’t?
BC: You’ve got time to build narrative, emotion, and trust — not just fight for clicks or compete in a scroll. Podcasts create space for nuance, for real voices, and for brands to connect with audiences in a way that feels human, not transactional. That’s where real storytelling lives — and where brand impact lasts.
TF: Have you noticed any trends in listener behaviour that present new creative or
strategic opportunities for brands?
BC: We’re noticing people are listening more intentionally — they’re setting aside time for the shows they love, almost like appointment viewing. That creates a real opportunity for brands to lean into longer-form storytelling and build deeper connections over time. We’re also seeing real momentum with vodcasts (video podcasts), and that is a space we are focusing on this year, which is really exciting and a great addition to our ecosystem — it’s a great way for brands to show up both visually and narratively
TF: Is there a new format or ad style that’s getting traction or changing the game?
BC: Host-read ads continue to lead — and that’s been core to Mamamia’s approach from day one. That trusted voice, that personal tone — it cuts through in a way other formats just can’t. We’re also seeing brands lean into richer creative — using 3D audio to create more immersive experiences, and smart AI tools to personalise messaging at scale without losing the human touch.
Final Thoughts
TF: What should brands be doing now to make the most of podcast advertising before it becomes even more competitive?
BC: Move now. The best shows, hosts, and inventory don’t sit around. Brands that lock in long-term partnerships today will win trust, consistency, and results tomorrow.
TF: What’s your one-sentence pitch to the skeptical CMO still sitting on the fence about podcasts?
BC: With over 50% of Australians listening monthly, podcasting is no longer emerging — it’s essential, and the smartest brands are already using it to build trust, attention, and results.
Ready to Amplify Your Brand?
If you’re ready to harness the power of podcast advertising in 2025, or simply want to explore how audio can elevate your brand, we’re here to help. From strategy to execution, our team can guide you through every step of the journey.
Get in touch with an ADMATICian today to start the conversation. Let’s make your brand heard.