Host-Read Ads (Audio)

By TWiTBusiness Marketing

Host-Read Ads (Audio) episodes

February 17, 2023 HRA 22: TWiT.tv - Ad Copy Pointers
Let's talk about advertising copy. TWiT.tv provides a full-service continuity team that includes ad copywriting. However, many of our partners choose to supply us with their internal ad copy. Often, these copies are mass-produced and not tailored to our highly qualified audience, which causes them to fall flat in conversions. Our audience is curious and willing to try. We know something needs to be corrected when numbers show that our listeners are visiting sponsors websites but failing to sign up or make a purchase. We modify ad copy to highlight the most important features while including the why and how it will benefit our audience. With our influence on the ad copy, we make stronger messaging which entices our audience to check it out.

We've been in the ad-supported podcasting game since 2005 and know what works with our audience. Strong ad copy will clearly outline the what, why, and how for our audience, including testimonials, features, and benefits. Our audience is sophisticated and tech-savvy; they want to hear directly from our hosts because they trust them. This is why we encourage all our partners to collaborate with us to create ad copy.

Here's an example of a SaaS sponsor who would not accept our input on ad copy. Their ad copy stated that they would save you a day a week if you used their service. It seemed compelling enough, but it lacked the HOW it worked. There were no case studies or basic examples of HOW and they were competing in a crowded space. We know we sent plenty of our fans to their website, over 2,500 visitors in less than three months using Podsights. Unsurprisingly, they saw hardly any conversions from these numbers because the ad copy fell short, and nothing was compelling on their website to support their call to action.

If you are interested in advertising with us, please email [email protected], and we will get back to you ASAP.

Host: Lisa Laporte

Download or subscribe to this show at https://twit.tv/shows/host-read-ads
3 min
February 10, 2023 HRA 21: TWiT.tv Campaign Results - Offer Codes & Landing Pages
We understand that sales teams want to work with ad partners that deliver the most value for every impression. When a potential sponsor approaches us, it's almost always with a prior understanding of how we position ourselves alongside them. Our sponsors know our network, listen to our shows, and want to connect with our audience.

You've heard it before; we frequently use the term "partners" because we look at each sponsor as a partnership, not only for the mutual benefit of our organizations but to benefit our audience. Because our fans are tech-savvy and security-focused, they expect more from our partners; generic landing pages and basic offer codes are not enough to review to understand a campaign's impact on our network.

Unless there is a specific, attractive offer for our audience (i.e., TWiT listeners get 50% off the first month of service), our audience will google the client's name and go directly to their website. Generic landing pages, weak offers, and the same offer as a partner's homepage are meaningless when tracking our network. Why would anyone type out a specific URL when you'd find the same offer by googling the company's name? Another issue is our audience is privacy-centered and may use a VPN when visiting our sponsors. Based on our annual survey reaching over 10,000 fans, we know that over 20% of our audience forget about landing pages or offer codes and 50% that use them selects TWiT because it's our network name.

Therefore we recommend using ad tech on our network; we offer Podsights, providing additional attribution insight. We also clarify that you must wait eight weeks after every ad drops to reach its fullest impact (and into perpetuity). Podcast ads take time because you need to wait for fans to download the episode, listen to it, see it elsewhere, and then act. It can take 8-15 touchpoints to motivate fans to convert, and we have the guidance to get them there.

If you would like to learn more, please email [email protected].

Host: Lisa Laporte

Download or subscribe to this show at https://twit.tv/shows/host-read-ads
3 min
February 03, 2023 HRA 20: TWiT.tv's Annual Survey - It Works! - TWiT.tv's Annual Survey - It Works!
Here at TWiT.tv, we do not invade our audiences' privacy like Google, Facebook, Apple, Spotify, and the rest of the tech world. We rely on an annual survey to allow our audience to contribute information to us instead of tracking them to find out who they are because we want to respect our fans.

It's not rocket science why podcasts have begun to dominate the media landscape. Podcasts are readily available and accessible to anyone with a listening device; most people can multitask while listening, and, most importantly, podcasts build community. And if anyone knows about podcast communities, it's TWiT.tv. (If you haven't already, join us at Club TWiT, where you can chat with hosts and producers, be the first to know about special events, plus so much more.)

You've heard how much we love our audience, which is unquestionably true. Our loyal listeners make TWiT the best and longest-running tech podcast network. We love to hear feedback about what listeners look forward to hearing, what they don't like, how they prefer to listen, all of it! The more we can do to enhance our listeners' experience, the better.

The 2023 TWiT Audience Survey was available for the month of January, and we received more than 10,000 responses. This annual survey helps us get a clear, general idea of our audience. It allows us to make better programming decisions and pick advertisers our audience will be interested in. We want to assure everyone that we do not identify our fans in any way and only use the aggregate information from the survey responses. (For example, "More than 60% of our audience are in management level or higher.") We know many fans take privacy very seriously, and we respect that.

Host: Lisa Laporte

Download or subscribe to this show at https://twit.tv/shows/host-read-ads
3 min
January 27, 2023HRA 19: Sales Tip - How To Keep Clients Happy
When we think of keeping people happy, we have a tendency to overthink it. The same thing applies to your clients. It's not as complicated as you might think, but there are some important things to consider. Here are six steps to keeping your clients happy.
Present Clear Terms and Expectations. When starting out the relationship between yourself/your company and your client, it's important to be clear about what you offer. For example, someone will generally not be pleased if they expect a yacht and get a canoe. This is an extreme example, but the point is that ensuring clients know what to expect is the first step to ensuring their happiness.

Be Consistent & Do What You Say You Will. Once your client has signed on with you, consistency is key, whatever your product or service might be. One of the easiest ways to keep clients happy is to deliver. You are showing them they can count on you, and many times that is everything for a client! If they have had bad experiences with inconsistency from whom they've hired, finding a company that is tried and true will make them happier.

Be Hospitable. Sometimes clients will have requests and may ask for something. Instead of shooting them down, consider the request and if you can possibly make it happen. If you can, they will feel special. Be kind in your response if it's not something that can be accomplished. Give an explanation and help them understand rather than using a curt "no."

Anticipate Their Needs. When you begin to learn the ins and outs of your client's needs, you have an opportunity to wow them. Knowing what they need and having it accomplished before they have to ask will show them your commitment to them and your value.

Be Their Guide. Your focus needs to be entirely on your client - it's your job to make their life easier and help them achieve their growth goals.

Listen To Them. This task is probably the easiest to accomplish, but it's probably one of the things people miss the most. Listening to your clients will help you understand what they want with your services. Everything you do should revolve around what they are telling you. This is going to make them happy because you are respecting their wishes. When considering how to keep clients happy, hospitality, consistency, and listening are key. No matter what, your clients are special to you, and you should treat them that way. When they are happy and meeting their goals, they will keep coming back for more.

If you are interested in advertising with us, please email [email protected], and we will get back to you ASAP.

Host: Lisa Laporte

Download or subscribe to this show at https://twit.tv/shows/host-read-ads
3 min
January 20, 2023 HRA 18: TWiT's Two Ad Model Instead of One - TWiT's Two Ad Model Instead of One
TWiT.tv has been an ad-supported network for over 17 years, and when we first took on advertising in 2007, we adopted a two-ad-read model versus a one-ad-read model for all of our shows. Our ad format is as follows: each show episode has two ad positions for each sponsor - first is the host-read billboard (typically 10 - 15 seconds) and second is a host-read interstitial ad (typically 1-2 minutes and can be longer). Flash forward to 2023 - we still use this model today, and this is why:

We adopted the two-ad model because we paid for testing different formats before deciding on it. The unaided recall (meaning the group that listened to an episode needed no prompts to remember the sponsor names) was 65-80% higher with two ads versus one. For seventeen years, the traction and impact of advertising on our network have been higher than other networks, and our audience stays with sponsors who appear on our network long after making a purchase. This is also because we heavily vet ALL sponsors; they must have products/services that will benefit our audience. Our focus is on super-serving our audience, which in turn super-serves our sponsors. Plus, the share of voice, aka SOV, is greater, and our audience is not overwhelmed with various ads in the content of our shows.

Think about it. If you hear 2 ads for 3 sponsors instead 1 for 6, don't you think you would remember who was promoted? It allows us to include a quick mention at the top of an episode that gives you a sample of what you can expect later, and then the second ad gives our hosts time to properly introduce our sponsors products/services directly to their fans. Our hosts do not read the ad copy. They pull from it and make their ad read unique and personalized. We also do not cut off an ad read at 60 seconds. We always take the time to properly introduce our sponsors to our audience.

We produce results because our ad model has been tested and proven for years. We minimize the number of sponsors in a show episode and deliver high-impact ad reads to a qualified audience. The most important part is they are delivered by trusted hosts that our audience wants to hear from, not a random person.

If you are interested in advertising with us, please email [email protected], and we will get back to you ASAP.

Host: Lisa Laporte

Download or subscribe to this show at https://twit.tv/shows/host-read-ads
4 min
January 13, 2023HRA 17: Sales Tip - Sales Is All About Relationships
Here are five steps for building successful relationships:
Bring integrity to your relationships - it's about focusing entirely on your client's needs and being part of their solution. Ask questions - Do they want to fill their pipeline with new business? Are they trying to get a new product out in the world? Are they trying to capture market share? Set aside your voice and listen to their needs.

Always take selling out of your first meeting - make it a discovery call & do your research about them and their company. Ask about existing and past advertising campaigns, who are their customers, what are their growth goals, what is their expectations from a campaign, etc. Be curious - remember step #1.

Continue to build trust by including personal touch points and digital touch points when building a new relationship or maintaining an existing one. Have conversations with your potential clients, send them data to help them decide if they are going to work with you - include your podcast, sales data, current client testimonials, case studies, and HOW you can help them achieve their goals. Many salespeople forget to include the HOW - be relevant.

Position yourself as the transformative person they can work with to help them achieve their goals. Acknowledge their issue, perhaps discover more, you want to be the expert to make their life better. Be their agent of possibility and introduce a new way to help them reach their goals.

Once you start working with a new client, remember to continue to develop the relationship by sending marquee updates about their campaign, relevant news in their industry, offer monthly check-ins to gauge satisfaction and traction. Reach out weekly with relevant information your new client can benefit from, and continue to pay attention to them. Securing a deal is only the beginning - be present and attentive.

If you are interested in advertising with us, please email [email protected], and we will get back to you ASAP.

Host: Lisa Laporte

Download or subscribe to this show at https://twit.tv/shows/host-read-ads
3 min
January 06, 2023HRA 16: Overview of the TWiT.tv Campaign Process
Campaign Launches - The first ad drops live on air & published after the episode is edited and reviewed by our Continuity Team. The ad is updated in the reporting doc within 24 hours after posting the episode for viewing/listening. Impressions are updated every Friday until the end of the following month. The full impact of one ad takes 0 - 8 weeks.

Campaign Updates - Ad copy can be updated weekly and/or by the show. We recommend sticking with one CTA throughout the entire campaign to build trust with the audience - ROI will be higher. Continuity will check your website for new services/products & will reach out if we recommend ad copy changes.

TWiT Goodie Bag - You will be featured in our weekly newsletter, reaching 14K+ fans. We can provide courtesy commercials from every ad read that can be used anywhere besides paid media (i.e., social media, landing page, your newsletter, etc.). You will receive social media promotion on Inside TWiT's Twitter, Facebook & LinkedIn accounts.

Ad Tech - If you are using Podsights, the data will start populating shortly after your campaign begins and remember, they only track audio feeds. Since Podsights only tracks audio, we recommend grossing up their metrics to include video - Podsights is an excellent resource for attribution & lift.

Campaign Reminders - If you did not use ad tech, then note that 50%+ of URL traffic will go to TWiT, and 20%+ won't use a URL - the average traction is 3x greater for DR campaigns 6-8x greater for branding campaigns than URL visits. We recommend extending your campaign if you only signed up for a test if you see traction. Our network sells out early, and you can lose traction with our audience - consistency equates to higher ROI.

Host: Lisa Laporte

Download or subscribe to this show at https://twit.tv/shows/host-read-ads
4 min
December 30, 2022 HRA 15: Podcast Ad Tech Case Studies - Online Learning
If you listened to my last episode about ad tech and SaaS companies, here are two case studies using ad tech for online learning companies.

I want to cover two campaigns that ran on our network, TWiT.tv. Both are for online learning companies.

The first campaign was for an online learning company focused on growing its B2B business. It was a B2B branding campaign looking to sign large enterprises. The total spend was $215,960. Based on the ad-tech traffic grossed up because video impressions are excluded, we sent 5,746 qualified visitors to the client's website. We are not done delivering traffic, as the campaign will not be fully complete until February 2023. This is considerable traffic for a B2B push, and the client has already renewed for 2023.

The second campaign was for another company focused on B2C only, and they offered a highly compelling CTA. It was a direct response B2C campaign, and the total spend was $96,225 and based on the ad-tech traffic, which is then grossed up because video impressions are excluded. We sent 13,793 qualified visitors to the client's website.

Both campaigns were considered to be successful because of our audience reach. We highly recommend ad tech if you are interested in a campaign on our network because our audience will not visit landing pages or use offer codes. They will simply google the name and go directly to a client's website because, most of the time, it's the same offer as a landing page. Ad tech provides accurate attribution that you cannot capture anywhere else. It's always recommended.

If you are interested in advertising with us, please email [email protected], and we will get back to you ASAP.

Host: Lisa Laporte

Download or subscribe to this show at https://twit.tv/shows/host-read-ads
3 min
December 23, 2022 HRA 14: Podcast Ad Tech Case Studies - SaaS Clients
If you listened to my last episode about traction from a campaign and episode four about Podsights, you would understand what ad tech can provide when understanding the traffic that podcast ads bring to you.

Today I want to cover two campaigns that ran on our network, TWiT, this year. Both are for SaaS companies.

The first campaign was for a SaaS startup trying to reach IT/Tech companies. It was a B2B branding campaign for high-cost project management software and ran for three months. The total spend was $43,900, and based on the ad-tech traffic, which is grossed up because video impressions are excluded, we sent 3,276 qualified visitors to the client's website. This is considerable traffic for such a short campaign and high-cost service.

The second campaign was for an established SaaS company want to reach ALL businesses because it was an email software service. It was a direct response B2C & B2B campaign with a service that costs between $10 - $500+ depending if it were a consumer or business buy. The total spend was $64,300, and based on the ad-tech traffic, which is grossed up because video impressions are excluded, we sent 17,302 qualified visitors to the client's website.

If you are interested in advertising with us, please email [email protected], and we will get back to you ASAP.

Host: Lisa Laporte

Download or subscribe to this show at https://twit.tv/shows/host-read-ads
3 min
December 16, 2022HRA 13: Traction from a Campaign on TWiT.tv
I want to clarify the results of traction from a campaign on TWiT.tv - Because our fans are tech-savvy, privacy, and security-focused - landing pages/offer codes are not enough to review when understanding the impact of a campaign on our network.
Here are three reason's why:
Our audience will simply google the client's name and go directly to their website & most of the time, the offer on the client's homepage is the same as the TWiT offer. Therefore landing pages/offer codes do not work because why would anyone use one when it's the same as the client's offer?

Our audience is privacy/security-focused, does not want to be tracked, and may use a VPN when visiting our sponsors.

Based on our annual survey reaching over 10K fans - 20% forget to visit a landing page or use an offer code.

Therefore we recommend using ad tech on our network, and we offer Podsights - please listen to episode 4 for a full explanation of how it works, which will provide additional attribution. We also clarify that you must wait eight weeks after every ad is dropped to reach its fullest impact. Podcast ads take time because you need to wait for fans to download the episode, listen to it, possibly see it elsewhere, and then act. It can take 8-15 touchpoints to motivate fans to convert.

If you are interested in advertising with us, please email [email protected], and we will get back to you ASAP. Thank you for listening, and have a great day.

Host: Lisa Laporte

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

About Host-Read Ads (Audio)

From the publisher's feed

Navigating the podcast sales process can be cumbersome because every podcaster has their own unique approach. Join Lisa Laporte, the CEO of TWiT.tv, to learn about the different types of podcast advertising, how they work, and what you need to consider when buying podcasts. If you are new to the podcasting space or a brand wanting to advertise in podcasts, then subscribe to learn more.