For a primarily advertising-driven medium like podcasting, ads in the content cannot be avoided; especially when the content itself is free. However, that doesn’t mean advertising cannot be done artfully. Here, by sharing examples of four podcasts, we look into what works and what doesn’t for podcast ads.
Ads are everywhere. Consumers prefer to spend money purchasing premium services or installing ad blocks to avoid exposure to ads. There are no two ways about it. However, podcast ads and listeners are different.
Owing to the intimacy of the medium and the degree to which hosts can, quite literally, add their own voice to the advertisement, listeners do not avoid ads as much. Podcasting remains a medium that is, not yet, saturated with ads.
In 2021 in the US, Edison Research’s Super Listeners Study reported that survey respondents pay more attention to podcast ads than ads on other media. (A super listener is someone who listens to 5+ hours of podcasts in a week.) However, 22% of respondents did express that there were “way too many” ads. In more informal settings, Redditors often speak of being annoyed with podcast ads.
A truth that creators sometimes need reminding of is – your listeners are your audience and they are the reason you’re doing this in the first place.
This truth needs to be kept front and center when looking into monetization techniques, especially placing ads on podcasts. Not only can creators not afford to turn listeners off with low-effort or low-alignment ads, but most podcast ad marketplaces also require shows to maintain a certain amount of listeners to continue buying ad inventory.
So, careful attention must be paid to what works and what doesn’t, when it comes to podcast ads. Here we lean on the After These Messages study done by Sounds Profitable in 2022, to share insights on podcast ads.
Before we get into these, let’s get some definitions right.
Know your definitions
- Live read: when a podcast host advertises the brand and shares their thoughts on it, impromptu.
- Scripted host-read: when a podcast host reads out an ad script approved by the brand.
- Announcer-read: when the podcast’s producer or someone from the brand itself reads out an ad script.
Podcast ads: insights and highlights
- Listeners trust podcast ads: 81% of respondents shared that they trust the podcast host’s recommendations.
- Listeners recall ads: 85% of the respondents recalled hearing the advertisement.
- Listeners recall live reads: unaided recall was highest (68%) for live reads.
- Listeners prefer host-read ads; but not by a large margin.
The study testifies that listeners remember podcast ads.
Additionally, listeners also remember bad ads. As a what not to do – check out this video which mocks poor transition in podcast ads.
With these insights in mind, let’s look at five podcast ads that ran great advertising campaigns and what we can learn from them.
Four Artful Podcast Ad Spots
▶️ The Hello Fresh Spot on The Bald and The Beautiful
Most folks who listen to podcasts have probably heard a Hello Fresh ad; the brand consistently ranks as one of the Top Spenders in podcast advertising. Yet, the hosts of The Bald and The Beautiful drag queens Trixie Mattel and Katya Zamo have given the script a personalized twist. They make the ad script sound unique and sexy and make it impossible to skip. This reading of the ad won them the Webby Award for Best Podcast Ad 2022.
Key takeaway: Personalize your script. The listeners are tuning in expecting a certain flavor – yours. Be unafraid to add that flavor to an ad read. This will ensure that the listener’s attention does not waiver from the ad and they might even enjoy listening to it!
▶️ The Bud Light Seltzer Spot on Electric Easy
The format of this ad is perfect for the podcast it is placed in. The ad script is a spoof of the typical narrative style in fiction, which is the genre of this QCODE podcast, making it engaging and entertaining. This ensures a seamless transition from the content to the ad. It’s an unmissable listen.
Key takeaway: Respect the format. When listening to a narrative podcast, the listener is in a specific mindset. Any change in tone can be quite jarring. This ad spot respects the format of the show and the mindset the listener is in.
▶️ The Blue Chew Spot on The Box of Oddities
The hosts of the podcast Kat & Jethro deliver a rather meta reading for the Blue Chew ad. They talk about not knowing how to talk about the product, which then goes into them using election-based puns to advertise a tablet for an erectile disorder. The script is so authentic that it makes it hard for listeners to detect when the switch from content to ad happens.
Key takeaway: Stay authentic. As simple as this may seem, it bears repeating. Your listeners know you well and they can detect the slightest levels of discomfort. They’re more likely to appreciate the ads if you approach the script just as you do your content.
▶️ The Harry’s Razors Saga on Hollywood Handbook
This example is more than just one spot; it’s a complete saga of ads built within the podcast itself. Each ad spot is part of a bigger story the whole campaign is telling. The Santaman Saga is like a mini-series within the podcast. Ad campaigns like these often become something listeners looked forward to, as much as the actual episodes themselves.
Key takeaway: Get creative. Think bigger, and encourage your advertiser to think bigger, than just the one ad spot. If the brand has a story to tell, craft one that captures the listeners’ attention. All podcasters are storytellers; this is just another area to flex your skill in.
In conclusion
The content you create is for your listeners to engage with, not solely for brands to run ads on. Your podcast is your playground, which means you have the final word on what gets advertised to your listeners and how. Keep in mind these four podcasts and ad campaigns that gave podcast ads a unique twist, to do podcast ads artfully.
Further reading
If you’re looking for more ways to monetize, check out our guide on how to monetize your audio.
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