The digital element of the station's "Thinking Comedy" campaign, created by Agency Republic, kicks off on Monday with banners appearing on sites including Guardian Unlimited, Telegraph.co.uk, Time Out and NewsNow.
One banner execution offers a way for people to hear snippets of four shows, and also click through to listen to a whole episode on Radio 4's website.
The shows are sci-fi sitcom 'Nebulous', current affairs satire 'Political Animal', mock lecture series 'Civilisation' and Steve Punt and Hugh Dennis sketch vehicle 'The Now Show'.
A second banner execution promotes the launch of 'The Now Show' podcast and features a specially recorded voiceover by Punt and Dennis.
Gavin Marshall, business director at Agency Republic, said: "With recent figures suggesting that more than 10% of the UK adult population have downloaded a podcast in the last six months and a quarter of all adult internet users will listen to a podcast in the next six months, it's obvious that digital advertising should play the central role in this campaign."
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