Using podcasts/sponsoring newsletters for promoting AI product launch - thoughts?

Hey guys, was wondering if you can share your experience leveraging podcasts/webinars or newsletters for promoting your product launch? We are soon launching our AI product (Lakera Guard) and because it's a pretty technical product (for LLM devs), I was thinking of running a few campaigns to also promote it on relevant AI/tech podcasts and in newsletters. Have you done similar campaigns for deeply technical products? Did it work? What's your experience with this kind of of product promo? ;-)