Host-Read Ads 50

I started my podcast a year ago to educate brands on podcast ads and why our host-read ad format, which we have used since its inception, is the best and will always outperform all other podcast ad formats.

According to Spotify, the earliest podcast sponsors understood the intimate nature of podcasting, making it an ideal medium for brands to connect with engaged listeners and support their advertising goals. Why? Because at the center of that connection is the podcast host, whose familiar voice listeners trust. As podcast advertising grew - host-read ads became advertisers preferred format. Now, since podcasting has exploded, Spotify leverages voice talent podcast ads (read by actors, producers). AND Spotify admits - host-read ads outperform talent ads because there is more of an emotional connection to the audience, and they trust the host.

Here are three reasons why you need to prioritize networks that offer host-read ads over voice talent ads:

1. Every podcast audience poll that I have read about host-read versus voice talent ads is that the audience prefers to hear the ad read by the host & not from someone else. Listeners will pay closer attention to a host-read ad.
    
2. A host-read ad is more effective in creating an emotional connection with the audience because they trust the host with content, so they will trust the host with an ad read.
    
3. A longer interstitial host-read ad allows hosts to tell an engaging story about the brand and can include testimonials, features and benefits, and a compelling reason why a listener would want to consider the brand - this drives conversions.

Lastly, we understand that a brand may want to scale by implementing a massive awareness campaign, which means brands should be buying voice talent ads too. However, do not lump host-read ads in with them. They are not equal in response, nor are they equal in pricing. Voice talent ads are generally cheaper than host-read ads with a qualified audience. Brands need to understand the difference.

Here at TWiT, we help our partners solve their problems and meet their growth goals. Are you ready to grow? Reach out today - Lisa@twit.tv

Download or subscribe to this show at https://twit.tv/shows/host-read-ads