September 08, 2023

HRA 51: Podcast Ad Copy - Part II

2 minutes

Today I want to focus on podcast ad copy again, and if you missed part I, I highly recommend listening to it. Today I am going to give brands more ideas to consider when creating ad copy.

According to Nielsen, host-read podcast ads drive strong brand recall and outperform voiced ads every time. It's been well documented that podcast audiences are among the most engaged there are, and much of that reflects the hosts. Purchase power is 50% higher with host-read ads.

Here are three more tips when considering your brand's ad copy to stand out:

Include the features and benefits of your product or service and let the podcast host adlib. Adlib means you are giving the host the freedom to add their own thoughts and tie in the product or service to their life more. Why? Because podcast hosts prefer this style because it allows the host to personalize the message, and the audience appreciates the authenticity of the ad read.

Host-read ads allow time to tell a brand's story. In today's fast-paced environment of DAI ads that are 15, 30 or 60 seconds long, we find that taking the time to dive into a brand's history, passion, features & benefits of their product, and delivering this content in a long-form host-read ad, resonates with audiences more and gives them the knowledge to make an educated decision.

Brands need to set themselves apart from others in their industry. If you are in a crowded space, why are you better, faster, stronger, etc? Do you have more features? Is it easier to use? Focus on what makes your product/service stand out. And why people should choose you over others.

I am going to leave this category open as I plan to continue to add tips on ad copy because it's necessary to teach brands all the tools they need in podcasting.

If you are interested in advertising with us because you want the gold standard, then 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

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