How to Write Effective Creative for Podcast Advertising

Lindsay Piper Shaw
Nov 7 · 5 min read
Photo by Jonathan Farber on Unsplash

If you listen to podcasts you’re sure to run into a few ad reads for toothbrushes, meal kits, or how to find your next hire. You might skip them with your :30s fast forward button, or you may stick around to hear if the hosts have fun with it. If you’re in the latter category you know that podcast ad reads can be not only compelling, but also extremely entertaining.

If you’re an advertiser, you no doubt want to capture some of this ad magic. Having a host talk about your product in their own words while conveying your value props can get your brand name on the radar of an audience that is listening closely and has the potential to be a new acquisition.

But how do you make an ad read sound natural? How can you get hosts to be enthusiastic about your product? What about an ad read drives sales?

Step 1: No More, No Less

You want to give the host information to work with; however, having too much information on the page can lead to confusion and be detrimental to the flow of the ad. For the ad copy, keep it simple and provide key elements for the host to use:

  • Instructions: Want them to read the copy verbatim? Note it. Are they free to ad-lib and go off on tangents? Let them know! Instructions seem simple, but if you want a quality read, you need to set expectations for what you’re looking for.

Step 2: Tell The Audience What To Do

Not only do you need to provide instructions to the host, you also need to provide instructions to the listener on how to find your product and get their special podcast discount. The more directly they can execute the action the better, so make it clear.

  • Provide the path: A clear call-to-action statement should be included in copy. Should listeners go to a specific URL? Will that promo auto-populate to their cart or will they also have to insert the code when they check out? Maybe you don’t want them to use a URL, but want to drive to an app. Make sure they know what to expect and where to go.

Step 3: Check Your Voice

Part of what makes podcast ads fun to listen to is the host making it their own, whether it’s their particular comedic flair, irreverent humor, or compelling endorsement. You want to let them infuse their own voice and avoid your brand voice coming through too much.

  • Take out most brand language: There is a place for brand language (think intense mission statements, brand guidelines), but it’s not in podcast ad copy (especially if the campaign will be measured against performance goals). A host may gawk at terms and explanations that to marketers seem beautifully crafted and indicative of their brand voice. Keeping language simple and to the point allows hosts to speak the way they normally do during the show.

Step 4: Listen, Communicate, Iterate

During your campaign, listen to clips of the ad reads, not just to check to see if the spot did indeed run, but more importantly, to evaluate how the host responded to the copy. Listening to reads allows you to fine tune your creative and provides you an opportunity to communicate with the show to give any necessary feedback.

  • Communicate feedback: If the host didn’t follow directions or didn’t read the CTA the number of times you indicated, the ideal time to correct it is after the first read. Being vigilant about listening to reads can help course correct if needed and lead to more effective reads in the future.

Podcast advertising can be a powerful tool in your marketing playbook, but the channel has creative peculiarities that need to be minded. With these practices in place, you’ll be setting hosts up to deliver an engaging and effective ad, and most importantly, to have fun with it, because that’s where the magic happens.

If you’re interested in more details about how to craft the perfect podcast creative for your campaign, or how to run a more effective podcast campaign in general, reach out to lindsay@rightsideup.co to learn more about how Right Side Up can partner with you.

The Third Way

Right Side Up is a collective of premium marketing talent with deep in-house experience, serious strategic skills, and executional expertise. We’re here to help you develop acquisition strategies, concept creative, solve attribution challenges or pinch hit for whatever you need.

Lindsay Piper Shaw

Written by

podcast + offline media ad strategist // growth marketing // co-creator of Murder We Wrote

The Third Way

Right Side Up is a collective of premium marketing talent with deep in-house experience, serious strategic skills, and executional expertise. We’re here to help you develop acquisition strategies, concept creative, solve attribution challenges or pinch hit for whatever you need.

Welcome to a place where words matter. On Medium, smart voices and original ideas take center stage - with no ads in sight. Watch
Follow all the topics you care about, and we’ll deliver the best stories for you to your homepage and inbox. Explore
Get unlimited access to the best stories on Medium — and support writers while you’re at it. Just $5/month. Upgrade