Benefit Cosmetics is poised to embrace the podcast boom as a marketing tool . Regarding the appeal of the format , the company pointed to the way younger consumers are open to long - form content , such as podcasts , and noted that the format 's evergreen nature means content is unlikely to date . A typical cost per thousand impressions for a podcast vertical runs between £12 ($15) and £14 ($18), said a media buyer on condition of anonymity. According to Lou Bennett , Benefit ’s head of marketing in the UK and Ireland , the firm will use sponsored podcasts as a brand - building exercise , rather than a simple sales tool , without the need to promote an item with ads or adding promo material .
Benefit Cosmetics is poised to embrace the podcast boom as a marketing tool . Regarding the appeal of the format , the company pointed to the way younger consumers are open to long - form content , such as podcasts , and noted that the format 's evergreen nature means content is unlikely to date . According to Lou Bennett , Benefit ’s head of marketing in the UK and Ireland , the firm will use sponsored podcasts as a brand - building exercise , rather than a simple sales tool , without the need to promote an item with ads or adding promo material .