The main aim of this graduate paper is to establish, based on secondary sources and conducted research, how much podcast is efficient as a modern medium of audio advertising, how big of a part it plays on users’ behavior, what types and ways of advertising are there and which of them is best to use during podcast advertising. Moreover, there is a detailed explanation of podcast effect and its representation in service of advertising in modern business terms. Primary research is conducted in the form of an online questionnaire, based on 437 examinees. Younger population is mostly included and covered by this research, who usually makes most of the podcast audience. Sports and educational podcasts draw most of the attention with consumers, and almost 90 percent of examinees prefer video over audio podcasts regarding advertising. Opinions regarding podcast representation in Croatia are divided between the examinees. Attention span is shorter in today's world and it is of great importance to find a way to efficiently transfer a message or content to people. That is why podcasts make a great additional medium for reaching certain goals with companies or individuals. Advantages of conducted research are that it gives a great insight in the level of podcast adoption by consumers and their preferred topics, while at the same time it gives podcast hosts very useful information about ways in which examiners evaluate certain aspects that make a podcast successful.