The MarTech Matrix Podcasts Audio: The Hidden Growth Channel Every Brand Overlooks
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Oct 24, 2025 
Pete Jimison, CEO and Founder of Frequency, shares insights on the growing significance of podcast advertising, which, despite its potential, still struggles for a share of marketing budgets. He delves into the challenges of scaling host-read ads, emphasizing their authenticity for brands. Pete introduces Frequency's innovative Automated Direct solution, which streamlines the ad process and enhances measurement. He stresses the importance of varied audio strategies for brands, leveraging AI for quality assurance and dynamic personalization to better engage listeners.
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Podcast Revenue Is Mostly Manual
- Podcast revenue remains overwhelmingly direct and manual, which limits scale and accessibility for big brands.
- Creating an automated direct channel can bridge programmatic ease and direct authenticity to unlock growth.
Test All Audio Formats
- Try multiple podcast approaches: programmatic, automated direct, and direct to learn which fits your brand.
- Test different creative formats and hosts before doubling down on the placements that show the best resonance.
Give Hosts Creative Freedom
- Give creators talking points and guardrails rather than rigid scripts to preserve authenticity.
- Let hosts adapt the message to their voice to increase listener recall and engagement.