Chapter 5: Hitting the sweet spot with podcast ads
Podcasts are a unique format with tons of potential. They can foster a relationship that feels almost one-on-one between the hosts and listeners. That sense of connection means podcast ads can be especially effective for quickly building a customer relationship and solidifying your brand’s image.
Every podcast has a distinct neuro signature (e.g., happy, informative, fun, mysterious) which influences the kind of creative that would perform. We recommend a narrative-driven and equity-focused creative approach for emotionally driven shows like Gimlet’s Where Should We Begin. For news content like The Journal, reach listeners with informational and feature-focused messaging.
You’ve probably noticed that host-read podcast ads are common. The host acts as a surrogate or spokesperson for your brand, lending cache or relevance by association.
But traditional voice-read podcast ads convert well, too, and are flexible and scalable in a way that host-read ads are not.
Host reads and voice reads both show excellent results with smart execution. But what is the difference between the two, and which one is right for you?
Both host read and voice talent ads…
WHAT IT IS
- Host Read: Ads created and voiced by a show's host usually read in the style of the show.
- Voice Read / Voice Talent: Ads pre-recorded by an actor or producer made just for the podcast environment.
Hear how Sonos did it with Cole Cuchna from Dissect for a custom mid-roll takeover
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Hear how Issuu did it with a voice talent actor
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PRIMARY BENEFIT
- Host Read: Establishing a strong emotional connection with listeners, as your ad is voiced by someone they feel they know and trust.
- Voice Read / Voice Talent: Scale and relevance: your ad can efficiently scale across podcast audiences and shows.
WHEN TO USE IT?
- Host Read: When introducing a new product or brand OR, you need more runway to convey your message (see below re: ideal length).
- Voice Read / Voice Talent: When driving upper-funnel awareness, extending the reach of a campaign, or targeting a specific audience or a podcast’s genre.
IDEAL LENGTH
- Host Read : Our research shows that Host Read ads are most effective when lasting no more than :60—listeners are more likely to skip ahead after that.2
- Voice Read / Voice Talent: Voice talent ads are most effective when they’re fewer than :30. Voice talent ads under :30 produced significant lifts across metrics tested, such as intent to seek more information, purchase intent, and recommendation intent.3
Podcast Ad Scripting
Script structure
We recommend following this three-part formula for clarity.
While some podcast hosts signal when an ad break is coming, others do not. Always start by announcing your ad to avoid confusing the listener. This simple three-part script structure works in any placement.
- Intro: Introduce yourself, ending the intro line with the brand name: e.g., “This message comes from BRAND,” “Here’s a short message from BRAND,” “This episode is brought to you by BRAND,” etc.
- Brand message: 4-5 sentences delivering your core message
- CTA: Learn more at [BRAND] dot com.
Check out how Industrious did it.
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