Everyone agrees that pre-produced, lifted-from-radio ads suck on podcasts, and that host-read ads are the clear winner. But is that true for every podcast? More importantly, is it true for your podcast?
https://podcastpontifications.com/episode/host-read-podcast-ads-arent-always-the-right-answer
I think we put too much emphasis on the idea that host-read ads are the be-all end-all for podcasting.
Not that I have any doubts about the myriad case studies and the reports that provide ample evidence to the fac that yes, podcasting's host-read ads beat the pants off of just about every other form of audio advertising.
The reason host-read ads work really, really well is not because the host of the show is reading out the ad. Yes, I know that sounds weird.
But it's not the host reading that does it. It's the audience trusting the recommendations of the host.
A host-read ad is—and I know I'm oversimplifying, but not much—a recommendation. A powerful one, but that power only extends so far. It's delineated, more or less, by the domain of the topics and issues discussed on the podcast.
I'd be heavily influenced by a car recommendation from the host of a car podcast. But life insurance? Nope. I'd listen to a birder podcaster tell me what binocular to buy. But their opinion on patio furniture is less important.
And don't forget the myriad fiction, news, or straight-up educational podcasts where there isn't a strong and central host. In all of those cases, there's not even an option for a true host-read ad.
Keep that in mind and look closely at the type of show you're producing before you assume that ad types other than host-read aren't applicable. They might be. And they might work even better.
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Links
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- Podcast advertising case studies
- Andrew Clews
- Don Burnside
- Motoring Podcast
- White Roof Radio
- Suzy Buttress
- The Casual Birder Podcast
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Podcast Pontifications is a production of Simpler Media. New episodes are released weekly, providing ideas and questions every serious podcaster should be thinking about.
It's created and hosted by Evo Terra. Follow him on Twitter for more podcasting...
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