2/21/2024 0 Comments Keep it podcast advertisers![]() While the advertiser will have talking points they want you to hit, feel free to rephrase them into your own voice and make it personal. The best part about podcast ads is the fact that they can be fun and don’t have to be commercial or formal like radio ads. When it comes down to it, good podcast ads are entertaining. Think about what podcast ads grab your attention as a listener, it’s likely something that made you laugh or included a relatable anecdote. Advertisers realize that you are the expert on the audience they are spending money to reach, so they trust you to inject your own voice when sharing their message.ĭon’t be afraid to step outside of the box and take a creative approach to your ads. Podcast advertisers gravitate to podcasters who are able to personalize the ad message and relate it to their unique show and audience. Whether it’s a read that ties into an inside joke on the show, or calls upon host’s personal experience in explaining the benefits of a product, truly personalized podcast reads will always outperform those that utilize generic copy.” “At the end of the day, the best performing podcast ads are ones that are true to the content and the personalities on the show. Your listeners tune in because of you, they want to hear about products in your own voice that feels genuine. The most important thing is to simply be yourself when reading an ad. So we reached out to brands, advertising agencies, and podcasters for their expertise and advice for creating ads that not only perform well for the advertiser, but also resonates with your listeners. Ever accidentally uploaded the wrong episode file? We’re only human and occasionally something is bound to fall through the cracks. If you haven’t advertised on your podcast before, the brand or agency typically gives you suggested ad copy or bulleted talking points and a checklist of instructions, but not much guidance on how to make the ad perform well.Įven if you’ve been advertising on your show for a while, there’s always room for improvement. Many resources focus on helping creators find advertisers, but there’s not much out there to help them execute a great performing ad. Which is why it’s important to treat your ad content with the same thought and consideration that goes into the rest of your show. The whole goal is to keep listeners engaged, so an ad should never feel like an interruption or nuisance. When a host-read ad is done well, it doesn’t feel like an ad at all and flows seamlessly into the rest of the episode. That said, not all ads are created equal. Advertisers have realized how well podcast ads perform, which is why podcast ad revenue is growing exponentially. ![]() Podcast ads are authentic and have more impact than any other form of advertising today. And don’t forget how it affects listeners’ overall experience of your show. It could affect future opportunities with other advertisers. It determines whether an advertiser chooses to continue running ads on your show. How well your ad performs is equally important. ![]() For podcasters that are just starting to sell ads on their show, we created a guide to understand how podcast advertising works and what to expect from the process.īut finding and negotiating an ad deal is just half the battle. As no less an authority than Jim Stengel, a former chief marketing officer at Procter & Gamble, has noted, the struggle continues, although huge resources go toward testing advertising copy and measuring effectiveness.Podcast advertising has helped countless creators turn their passion project into a profitable business. The trouble is, I don’t know which half.” Because the proponents of advertising have always struggled to prove that the money is well spent, that indictment has long helped financial executives justify cutting ad budgets. More than a century ago the merchant John Wanamaker wryly complained, “Half the money I spend on advertising is wasted. New research shows that brand building campaigns anchored in a memorable, valuable, and deliverable promise to the customer are likelier than campaigns that don’t make such a promise to result in positive financial performance. That’s because in what is now called “brand advertising,” the link between ad spending and positive financial outcomes is more tenuous. The advent of online advertising and “performance marketing,” in which the advertiser essentially pays for clicks, has intensified the struggle. The proponents of advertising have always struggled to prove that the money is well spent, making it easy for executives to justify cutting ad budgets.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |