About
Podpass was born out of Andréane Viau and Stéphane Berthomet’s shared desire to create a new approach to advertising in the podcasting world.
From the very beginning, our goal was clear: to help brands gain access to trusted environments where recommendations, storytelling, and the relationship between creators and their audiences generate genuine engagement and tangible results.
As it has evolved, Podpass has reached a new milestone in its history with a leadership transition that marks the beginning of a new phase of strategic development led by Stéphane Berthomet.
Why Podpass
Independent expertise
We don’t sell a fixed inventory.
We select the best content and creators from across the entire podcast ecosystem, as well as the formats most relevant to your goals.
An advertisement that inspires confidence
Podcasts create a unique connection between hosts and their audience.
With formats like host-read, your message fits naturally into highly credible settings.
An approach designed for performance
Comprehensive tracking, measurement tools, editorial quality assurance, and the development of brand safety solutions: Podpass helps brands invest in podcasts with greater confidence, control, and visibility into their results.
An independent approach designed for brands
At Podpass, our role isn't to sell our own inventory.
Our approach is based on a free and rigorous selection of the best content, creators, and formats across the entire podcast and audio ecosystem—both French- and English-language—always with our clients’ best interests in mind.
This independence allows us to build truly tailored campaigns, guided by strategy, relevance, and performance.
Frequently Asked Questions
What is Podpass?
Podpass is an agency specializing in podcast advertising that helps brands and agencies create effective audio campaigns across the French- and English-language podcast ecosystem in Canada.
What is host-reading?
A host-read is an advertising format in which the message is read naturally by the podcast host.
Because it builds on an existing relationship of trust with the audience, this format generally generates greater attention, credibility, and recall than more traditional advertising formats.
What sets your services apart from other forms of advertising?
Podpass designs customized advertising campaigns in an environment where attention and trust play a central role.
Unlike more automated or standardized approaches, we select the most relevant content, formats, and platforms based on your goals, audience, and business priorities.
In a podcast, a well-integrated message can come across as a genuine recommendation from a trusted voice, rather than a typical commercial break.
Are ads in podcasts effective?
Absolutely. Podcasts combine two powerful advertising tools: high engagement and a strong relationship of trust between creators and their audience.
When a message is seamlessly integrated into the content—especially in a host-read format—it is perceived as more natural than a traditional intrusive ad, which enhances recall, credibility, and the likelihood of taking action.
At Podpass, we have also seen excellent conversion results in several performance-driven campaigns when the right message is delivered in the right context.
How does Podpass generate revenue from agreements between brands and podcasts?
Podpass receives a percentage of the amount of the agreement signed between the brand and the podcast host in exchange for its services.
How does Podpass ensure that the ads are relevant to my brand’s audience?
Every campaign begins with an analysis of your goals, your target audience, and the type of results you’re looking for.
Podpass then selects the most relevant content, creators, and formats across the podcast and audio ecosystem, based on criteria such as editorial alignment, audience profile, content tone, and performance potential.
Our approach, which is independent of any inventory or network, allows us to recommend what truly serves your brand’s best interests.
Can Podpass find English-language podcasts or podcasts outside of Canada for my brand?
Podpass does not operate in a closed ecosystem and is not tied to any proprietary inventory that it favors. Our independent approach allows us to freely select the most relevant content, creators, and formats based on your objectives, audience, and market. In Canada, this naturally includes both French- and English-speaking environments. Depending on a campaign’s needs, we can also identify international opportunities when they truly serve the brand’s strategy.
What is the benefit of adding podcast advertising to a traditional campaign?
Podcasts offer a media strategy a unique advantage that is often hard to find elsewhere: high engagement, a trusting relationship with the audience, and a genuine ability to convey a message credibly.
In addition to other channels, it helps reinforce brand recall, humanize the brand’s voice, and reach highly engaged audiences in targeted environments.
Podcasts are not intended to replace all other media; rather, they add a dimension of intimacy, engagement, and effectiveness that is particularly powerful when properly integrated into an overall strategy.
How does Podpass measure campaign results?
Based on the campaign’s objectives, Podpass implements tailored performance metrics: guaranteed plays, trackable links, promo codes, tracking pixels, distribution data, and conversion tracking.
Our goal is not just to spread a message, but to measure its actual impact.
Does Podpass work exclusively with its own partner podcasts?
Podpass does not operate on a closed inventory model. Our independence allows us to freely select the most relevant content and creators based on each brand’s objectives. This freedom of selection is one of the cornerstones of our approach.