BY JEFF BEER, FAST COMPANY

The host read is the most common type of podcast advertising. You know the drill: every 10 or 15 minutes, the host of your favorite podcast will pause the conversation at hand to read a little personalized shill for Stamps.com, MeUndies, Squarespace, ZipRecruiter, or whomever sponsors the content, then just as quickly jump back into the pod at hand.

But as the podcast medium matures, with increasing experimentation with a variety of different formats and storytelling, brands have been forced to find more creative ways to advertise. One way has been to create their very own podcasts, as we’ve seen with eBay, Tinder, Casper, and more.

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