A Great Read
Tips for crafting the ads podcast hosts want to read and listeners want to hear
Hate to be the one to break it to you, but advertisers, you’re the intruder here. There’s a growing population of consumers that are taking control of the messaging they are exposed too — podcast listeners. Slipping out of reach from traditional commercials and banners ads, 69% of them have cut the cord on cable TV while 28% use ad blockers (Acast Audio Intelligence Report, 2018).
Despite being increasingly unreachable, podcast listeners still want to learn about your products and remain open to the ads heard from their favorite podcast hosts. 83% agree the host is authentic and natural in delivering the ads while 78% don’t mind the ads because they know sponsors support the podcast (Nielsen Digital Media Lab, 2017).
The podcast host-listener relationship is a sacred one. Listeners have carefully selected the content they want to interact with, in an environment that’s extremely intimate. The host has taken the time and dedication to create the right content to educate/entertain/inform the listener. The good news is, if you play your cards right, they might just let you in.
The best podcast ads work because they fit seamlessly into the content. They’re unobstructive and conversational because they are in the host’s own words. Plus, podcast hosts are picky — they know their audiences best. If they want you to sponsor their podcast, there’s a pretty good chance they like your brand, and an even better chance they love it.
Host reads are powerful, so make the most of them. Many of the building blocks that make a good ad great should be applied, but here are the rules to keep in mind before submitting podcast ad copy.
Download the pdf here.