Host-Read Podcast Ads Aren't Always The Right Answer

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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Sponsored by:

Captivate.fm, the world's only growth-oriented podcast hosting company

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Links

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Podcast advertising case studiesAndrew Clews Don BurnsideMotoring PodcastWhite Roof RadioSuzy Buttress The Casual Birder Podcast
Got a podcasting service? Become a sponsor of Podcast Pontifications.Serious about podcasting? Join the Advancing Podcasting Community today!

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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...

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.

-----

Sponsored by:

Captivate.fm, the world's only growth-oriented podcast hosting company

-----

Links

-----

Podcast advertising case studiesAndrew Clews Don BurnsideMotoring PodcastWhite Roof RadioSuzy Buttress The Casual Birder Podcast
Got a podcasting service? Become a sponsor of Podcast Pontifications.Serious about podcasting? Join the Advancing Podcasting Community today!

-----

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 insights as they come. Allie Press assists with the production and transcription of the show.

If you received value from today's episode of Podcast Pontifications, return some of that! We call it value-for-value and there are many ways to show your support.

Mentioned in this episode:

Captivate.fm

Whether you’re a new or veteran podcaster, if you’re serious about audience growth then Captivate unique feature set and proven, deep-dive education should be the next thing you try. Get a 7-day free trial and access to Captivate’s Podcast Growth Labs at Captivate.fm.

Captivate.fm

Support For Abortion Rights

While Americans overwhelmingly support the right of an individual to make their own decisions about abortion, unfortunately, that right is no longer protected everywhere in the U.S. The Supreme Court overturned Roe v Wade on June 24th.

Abortion is a basic healthcare need for the millions of people who can become pregnant. Everyone should have the freedom to decide what’s best for themselves and their families, including when it comes to ending a pregnancy. This decision has dire consequences for individual health and safety, and could have harsh repercussions for other landmark decisions.

Restricting access to comprehensive reproductive care, including abortion, threatens the health and independence of all Americans. Even if you live in a state where abortion rights are upheld, access to safe medical procedures shouldn’t be determined by location, and it shouldn't be the privilege of a small few.

You can help by donating to local abortion funds. To find out where to donate for each state, visit donations4abortion.com.

If you or someone you know needs help, or if you want to get more involved, here are 5 resources:

1. ShoutYourAbortion.com is a campaign to normalize abortion.
2. DontBanEquality.com is a campaign for companies to take a stand against abortion restrictions.
3. Abortion.cafe has information about where to find clinics.
4. PlanCPills.org provides early at-home abortion pills that you can keep in your medicine cabinet.
5. Choice.CRD.co has a collection of these resources and more.

We encourage you to speak up! And spread the word.

This podcast uses the following third-party services for analysis:

OP3 - https://op3.dev/privacy
Chartable - https://chartable.com/privacy
Podsights - https://podsights.com/privacy