Digital audio and podcast advertising · Marketing
Buy streaming audio and podcast slots only where your buyer is actually listening.
Streaming audio and podcast advertising is sold in two ways. One is a slot inside a podcast episode, read by the host or played as a recorded spot. The other is a short audio ad served between songs or shows on a streaming service. Both reach a person with earphones in, which is a different moment from a car radio or a search result.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
In one paragraph
Digital audio and podcast advertising places a spoken or short audio ad inside streaming music, a podcast episode or an audio platform. It is separate from radio advertising, and the Indian inventory is small. GullySales tells you plainly whether it fits your business, and plans the buy only when it does. Scope and fee are agreed in writing after the requirements brief.
The honest starting point for India is that this inventory is small. There are fewer shows, fewer listeners per show and fewer ways to target than on search or social, and the buyers who gain from it are few. For a good number of small businesses the answer after reading the brief is that the budget belongs somewhere else, and we will say so in writing.
Where it does fit, the work is in the choosing. A show with a narrow, engaged audience that matches your buyer is worth more than a big show that does not. The same care goes into the language of the audio, the script and the route that lets an enquiry be traced back to the ad.
The problem
Does this sound like your business?
What owners tell us on the first call, in their words.
“The show is popular but its listeners are not your buyers”
A large audience figure says nothing about who is in it. A show about cricket and a show about retirement planning reach different people, and a slot is priced on size rather than fit.
“The host read is a script nobody believes”
A host who has never used the product reads the lines flatly, and listeners hear a paid message. The brief to the host decides whether it sounds like a recommendation or a recital.
“Nobody can tell whether the ad did anything”
Audio has no click. A listener hears the name on a walk, then searches for it later or never. Without a spoken code, a dedicated page or a tracked number, the spend is a guess.
“The budget was spread across a dozen small shows”
One slot each on many shows is heard once per listener. Repeat placements on fewer shows do more for recall than presence everywhere.
What we do
Everything that is included.
Each deliverable, and what it gets you. Nothing here is an extra.
Fit assessment
A written view, drawn from your requirements brief, on whether digital audio or podcast advertising suits your business now, and where the budget belongs if it does not.
Show and platform shortlist
A shortlist of podcasts and audio platforms matched to who you sell to, checked for audience fit and language, with the buy route for each.
Slot and format plan
Whether to buy host-read slots, recorded spots or platform-served audio ads, and where in the episode or listening session each one sits.
Script and host brief
A script written to be heard rather than read, and a short brief for the host so the mention sounds like theirs, with the offer and the route to reach you stated clearly.
A traceable route
A spoken code, a page used only for the audio campaign or a number used nowhere else, so an enquiry can be put down to the ad rather than assumed.
Booking coordination
The buy placed with the show, its network or the platform, with the placement, the audio specification and the terms confirmed in writing before payment.
Delivery check
The proof of placement from the show or platform is read against the booking, and any gap is raised with the seller.
How the result is measured
- Enquiries that name the spoken code
- Visits to the page used only for the audio campaign
- Branded searches while the ads ran
- Placements delivered against the booking
- Cost per enquiry traced to the audio buy
Recorded as a baseline before work starts, so every later report has an honest comparison.
Who it is for
This is written for you if these sound familiar.
- Businesses whose buyers follow a specific podcast or audio show, such as a finance, health, careers or technology niche
- Brands that already have a clear message and want to be heard in a quieter, longer format
- Education and coaching businesses reaching students and working professionals through their earphones
- Companies in the same city or language group as a show whose listeners they want to reach
- Businesses that run search and social already and want to test one more channel with a defined budget
Not for
It is not the right fit if.
- A business that needs enquiries tomorrow, because audio builds recall and does not produce a same-day lead
- Budgets too small to buy repeat placements, since one mention in one episode is heard once and forgotten
- Anyone selling to a buyer who does not listen to podcasts or streaming audio, whatever the show's popularity
- Businesses that have not yet set up search, a working website and a way to answer calls
How it works
From your first message to the first report.
No open-ended retainer. Every step gives you something in writing.
First
Your brief
You tell us what you need in a few short steps: your business, what you want, where enquiries come from and how they are handled.
After the brief
A conversation and a written scope
We read it, then talk with whoever handles your enquiries. If you want our help, the scope, the fee and the reporting come in writing, and nothing starts before you have read them.
Before work starts
Baseline recorded
The numbers this work is meant to move, such as enquiries, quotations, orders, visits or renewals, written down so every later report has an honest comparison.
After the baseline
The first fix goes live
The fix we agreed to start with is put in place and measured against the baseline, whether that is a reply, a follow-up, a page, a listing or the handover between marketing and sales.
As agreed
Report against the baseline
What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.
At renewal
Renew on the numbers
The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.
How the work runs
- 1
Requirements brief
We start with a brief covering your buyer, your language, your budget and what you already run. Scope and fee are agreed in writing after it.
- 2
Decide whether audio fits
We check where your buyer listens. If the inventory is too thin or the buyer is elsewhere, we say so and stop there.
- 3
Shortlist and plan
We choose shows or platforms, the slot format and the repeat placements that make the buy worth running.
- 4
Write and brief
The script and host brief are written here, and the audio is produced to the seller's delivery specification.
- 5
Book and trace
The buy is coordinated with the seller, and the spoken code, page or number is set up so enquiries can be attributed.
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every later report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No guarantees we cannot keep
The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Engagement options
Ways to work with us.
Pick the size of commitment that fits. Every option starts with your brief and a conversation.
Option 1
The conversation on its own
A call after you send your brief. It says honestly whether you need outside help, and many fixes are ones your own team can make.
Option 2
One fix, scoped
Start with the fix that matters most, such as reply time or follow-up. The fee is in writing before anything starts.
Option 3
An ongoing programme
We run the work, report against the baseline, and you renew on the numbers. The term and the reporting are agreed in writing first.
Option 4
Guidance for your own team or agency
We plan, brief and check the work of your in-house team or current agency, instead of replacing them.
Your brief
Tell us what you need, and we will read it before we call.
Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
How is this different from radio advertising?
Is podcast advertising worth it for a small business in India?
Can you tell me how many people heard the ad?
Can the host read the ad in a regional language?
What does it cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
By industry
Digital audio and podcast advertising, written for your industry.
Related services
Often bought with this, or instead of it.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.