Artwork for podcast Podcast Pontifications
Host-Read Podcast Ads Aren't Always The Right Answer
Episode 420th April 2022 • Podcast Pontifications • Evo Terra
00:00:00 00:11:52

Share Episode

Transcripts

Evo Terra:

Everyone agrees that pre-produced, lifted-from-radio

Evo Terra:

ads suck on podcasts and that the host-read ad is the clear winner.

Evo Terra:

But is that true for every podcast?

Evo Terra:

More importantly, is it true for your podcast?

Evo Terra:

Hello, and welcome to another Podcast Pontifications with me, Evo Terra.

Evo Terra:

This is going to sound a little odd, but please bear with me.

Evo Terra:

It's about podcast advertising and I've a contrary opinion.

Evo Terra:

Are you ready for it?

Evo Terra:

I think we put too much emphasis on the host-read ad for podcasting.

Evo Terra:

Not that I have any doubts as to the myriad case studies and the

Evo Terra:

reports that have confirmed that, yes, podcasting's host-read ads beat

Evo Terra:

the pants off of just about every other form of audio advertising.

Evo Terra:

From unaided brand recall to an increase in purchase intent, higher affinities

Evo Terra:

and familiarities, host-read ads are clearly superior to announcer-read ads.

Evo Terra:

Or are they?

Evo Terra:

Well, yes, probably, probably they are.

Evo Terra:

But only, only if your podcast or the podcast you work on has

Evo Terra:

cultivated an intimate relationship with the listeners of the show.

Evo Terra:

Now, that phrase might've sent you scrambling for a drink if you're

Evo Terra:

playing the "Podcasting Is An Intimate Medium Drinking Game."

Evo Terra:

Which has one simple rule I'm sure you can figure out on your own.

Evo Terra:

Or when you heard me say that a moment ago, perhaps it set off alarm

Evo Terra:

bells because perhaps you haven't cultivated said intimate relationship.

Evo Terra:

Yes, drink again.

Evo Terra:

And maybe you can't.

Evo Terra:

See, this is the part of the episode where I remind you that podcasting

Evo Terra:

more describes the distribution medium than it describes the content.

Evo Terra:

Now, if you've been with me for a while, this will come as no surprise to

Evo Terra:

you, but if you're brand new it might.

Evo Terra:

So let me state this clearly, podcasting is not a content format.

Evo Terra:

Podcasts do not, and should not, all sound the same or follow the same content flow.

Evo Terra:

To that end, and because of that and perhaps shocking to you, not all

Evo Terra:

podcasts have a host who cultivates or even earns an intimate relationship

Evo Terra:

with the listeners of the podcast.

Evo Terra:

And without that intimate relationship - you might, by the way, want to pause

Evo Terra:

the drinking game or you're going to get really drunk even before the sponsor break

Evo Terra:

- host-read ads just don't work as well.

Evo Terra:

Sometimes announcer ads actually work better on some shows.

Evo Terra:

Now, before you brand me as a heretic, let me make my case.

Evo Terra:

You see, host-read ads work really, really well.

Evo Terra:

Not because the host is reading them.

Evo Terra:

And I know that sounds weird.

Evo Terra:

They work really, really well because the host has developed that intimate

Evo Terra:

relationship with the audience and their audience has come to either

Evo Terra:

trust the recommendations of that host, or they personally want to do

Evo Terra:

something nice to help that host.

Evo Terra:

Like perhaps buy something that they know the host benefits from.

Evo Terra:

And it's that recommendation aspect that makes host-read ads

Evo Terra:

on podcasts work so stinking well.

Evo Terra:

When the audience is deeply connected to the host, or at least feels they

Evo Terra:

are deeply connected to the host, they, the audience, is receptive to

Evo Terra:

receiving recommendations from that host.

Evo Terra:

And so a host-read ad is a recommendation.

Evo Terra:

Albeit one the host is paid to make.

Evo Terra:

But that recommendation power only goes so far.

Evo Terra:

And it's defined more or less by the domain of the topics and

Evo Terra:

issues discussed on that podcast.

Evo Terra:

Some examples.

Evo Terra:

Would I take either Andrew's or Don's recommendations on what car I should buy?

Evo Terra:

Well, sure.

Evo Terra:

They both host car-focused podcasts.

Evo Terra:

But would their recommendations on what type of life insurance I

Evo Terra:

should buy be as effective on me?

Evo Terra:

Well, probably not.

Evo Terra:

But if Suzy recommended a good quality pair of binoculars on her podcast, and

Evo Terra:

if I was in the market for binoculars, I'd absolutely take her advice and

Evo Terra:

not do any more research because she's a trusted and avid birder.

Evo Terra:

But would her endorsements of patio furniture work on me?

Evo Terra:

Less so.

Evo Terra:

Now, in those instances where they don't work as well, where with a subject of

Evo Terra:

the ad read is orthogonal to the topic at hand on the podcast, an announcer-read ad

Evo Terra:

would likely be just as effective, maybe even more so since I wouldn't be listening

Evo Terra:

with my head cocked to one side wondering why the ads don't match the content.

Evo Terra:

But then again, I'm weird like that.

Evo Terra:

And also I listen to plenty of fiction podcasts, right?

Evo Terra:

I listen to some news shows.

Evo Terra:

I listen to straight up educational programs where there isn't a strong host.

Evo Terra:

I've developed an affinity for the content that's produced for sure,

Evo Terra:

but I probably couldn't even name the host of some of those shows.

Evo Terra:

So a host-read ad in those instances isn't all that important to me.

Evo Terra:

It doesn't even work.

Evo Terra:

In fact, an announcer-read would probably [work] just as good, if not

Evo Terra:

even better, because it probably has all the right talking points, the

Evo Terra:

researched talking points, inside of it without someone having to try

Evo Terra:

and make it up as they go along and pretend they've got some intimate

Evo Terra:

connection that just doesn't exist.

Evo Terra:

So again, if for your listeners your podcast truly is an intimate

Evo Terra:

experience, then roll on with those host-read ads cause they'll work great.

Evo Terra:

But [if] it is not, and I assure you not every listener has to

Evo Terra:

have an intimate experience when they listen to every podcast.

Evo Terra:

So if that's not the case, then recognize the case studies you're

Evo Terra:

learning about, and you're hearing about on other shows and other

Evo Terra:

newsletters, they may not exactly line up to the type of podcast you produce.

Evo Terra:

It's okay for you to do your own thing for your ad reads and your sponsor messages.

Evo Terra:

So with that, I shall be back next week with yet another Podcast Pontifications.

Evo Terra:

Cheers!

Evo Terra:

Podcast Pontifications is written and narrated by Evo Terra.

Evo Terra:

He's on a mission to make podcasting better.

Evo Terra:

Links to everything mentioned in today's episode are in the notes

Evo Terra:

section of your podcast listening app.

Evo Terra:

A written-to-be-read article based on today's episode is available at

Evo Terra:

podcastpontifications.com where you'll also find a video version and a corrected

Evo Terra:

transcript, both created by Allie Press.

Evo Terra:

Podcast Pontifications is a production of Simpler Media.