Keepers Presents “Video Podcast Advertising: The Perfect Formula for Maximising ROI”

Keepers has presented its study “Video Podcast Advertising: The Perfect Formula for Maximising ROI” at its offices. The report explores how video podcasts have become one of the advertising formats best able to connect with audiences, build brand recall and deliver results for brands.

Based on an analysis of more than 200 advertising campaigns and over 30 video podcasts in the Spanish market, the study identifies the strategic variables that make the format one of the most efficient communication channels in today’s digital ecosystem, across both branded podcasts and sponsorships.

The message from the event was clear: amid content saturation, algorithm fatigue and growing digital automation, creativity, authenticity and human connection are becoming the real drivers of influence and brand recall. The report is designed to help brands, agencies and creators build effective strategies within the video podcast ecosystem.

The event opened with a presentation by Gloria Prada, Head of Podcasts at Keepers, and Ana Sanabrias, Podcast Manager at Keepers. They shared the study’s main findings and explored how video podcasts have evolved from an emerging trend into an established cultural and advertising platform for brands.

Among its key learnings, Keepers identifies five strategic parameters that determine ROI in podcasting: brand identity and territory; the role of the host, guests and creative freedom; content architecture and the type of integration; multiplatform distribution and amplification; and the measurement and optimisation of results.

The study also analyses some of the most relevant cases in the Spanish market, across both branded podcasts and sponsorships, including imagin’s El podcast de fin de mes and Poco se Habla, sponsored by N26. It focuses on formats that have successfully built natural, culturally relevant integrations between brands and creators.

The event continued with a roundtable moderated by Ángela Henche, podcaster on Keep it Cutre and a content creator represented by Keepers. The panel featured Fabiola Barandiarán, Brand Marketing Manager at McDonald’s; Ana Brito, podcaster on Poco se Habla; Daniela Mcarena, founder and podcaster at Ac2ality; and Alfon de la Rocha, podcaster on Vaya Vaina.

During the conversation, the speakers discussed how to build authentic collaborations between brands and podcasters, how to strike the right balance between creativity and business objectives, and why respecting creators’ tone and identity is essential to generating real audience connection.

The discussion underlined that the most effective integrations are those that become a natural part of the content and the listener experience. Rather than relying on traditional advertising formats, they are built on trust, cultural coherence and creative freedom.

With this study and event, Keepers strengthens its position as a producer of podcasts and branded podcasts, consolidating its role as a benchmark in the sector while championing creator creativity and talent, and giving brands and professionals the tools and knowledge to stand out in a constantly evolving digital environment.

Download the full report by clicking on the image.