With podcasts being an emerging forum used for storytelling purposes, companies like ADOPTER Media are popping up that help brands advertise on these platforms.
ADOPTER Media is a "full service podcast advertising agency" that matches brands with podcasts and audiences that will best suit their targeted demographics. The brand is able to answer questions about advertising in this field, and gives them opportunity to sponsor podcasts or "expand digital audio marketing through host-reads." ADOPTER Media helps brands through the whole process – "network and show selection, onboarding, creative collaboration, maintenance and metrics."
Podcasts provide a more engrossing experience for those who listen to them, and brands who are seeking to advertise in this area will thus be able to reach consumers in a way that is more engaging than passive mediums like TV and traditional radio.