Sometimes I think of branded company podcasts in too narrow of a way as not having ads or other monetization, and produced either in-house or with a branded-podcast focused production agency. And on the other end of the binary are podcasts that are ad (and/or member) supported and produced on their own or with a general interest production agency.

But of course, there is a much wider spectrum of ways companies are using podcasting for marketing, which I was reminded of in this show:

Possible NOW

The show is from marketing trade association and event host POSSIBLE, and their co-founder Christian Muche is the host. It is produced with iHeart Media, and it makes sense how all the hybrid pieces come together. The show has ads from iHeart, which help with offsetting the cost of production, and are at home in the branding of the show since it is promoting a marketing association event more so than a singular company. It’s a pragmatic choice, and the package is a well produced show that gets recognizable guests.