Breaking Down the Types of Podcast Ads in 2024 with Examples
In the debate between which is better—host live-read ads that are permanently embedded into the show or pre-produced (host-read or voice-over) ads that are likely bought programmatically and dynamically inserted—Ad Results Media believes they are both critical components within your overall media mix. They augment one another’s inherent strengths and deliver greater results when run in tandem.
Live host-read ads have the incredible persuasive power of personality-driven media and allow brands to benefit from an audience’s trust in their podcast hosts. In fact, 81% of podcast listeners trust host recommendations, and 71% trust podcast ads more than other ad types, according to Sounds Profitable’s “After These Messages” study.
Programmatic ads, also called baked-in, dynamically inserted, or integrated ads, offer a great deal of ease, buying efficiency, and creative control. With the industry moving largely toward audience-based planning and buying, running programmatic podcast ads offers a truly turnkey approach to reach a brand’s target audience through audio.
Below, we break down the different types of podcast ads and provide best-in-class examples to help you understand their effectiveness.
Podcast Ad Formats, Placement Types & Examples
When planning your podcast media buy, it is critical to develop a plan that considers which ad formats and placement types will most efficiently and effectively achieve your objectives. Ad formats refer to the ad creative type and experience for listeners. Ad placements refer to when the ad creative is served during an episode.
What Are the Main Podcast Ad Types?
Live host-read, pre-produced host-read, and pre-produced voice-over ads (by someone other than show host) are the three main podcast ad types.
Live Host-Read Ads
Live host-read ads are endorsements that are delivered conversationally by the podcast host or hosts within an episode. There are many opportunities to place these ads throughout the show, but they are commonly delivered at the beginning (pre-roll) or the middle of the show (mid-roll). These live permanently in the content of the show.
Pre-Produced Host-Read Ads
Pre-produced host-read ads are endorsements by the podcast host, but these are not delivered live. Instead, they are pre-recorded for delivery during pre-roll or mid-roll content. A benefit of pre-produced host-read ads is that they can be inserted dynamically and rotated in and out of the show based on criteria defined by the ad buyers and sellers.
Pre-Produced Voice-Over Ads
Pre-produced audio ads are developed in advance, in a similar way to more traditional types of advertising where the final ad creative is provided to the media owner. A voice actor is used instead of a host to deliver the message.
Podcast Ad Delivery Methods
There are two main types of podcast ad delivery methods, which refer to how an ad is technically inserted into an episode on the back end and served to the audience. They do not ultimately change the listener experience.
Integrated
Integrated ads (also known as baked-in, hard-coded in, or embedded ads) are integral parts of a podcast episode's audio file, meaning once they're recorded and inserted into the episode, they remain there indefinitely. Unlike dynamically inserted ads that can be updated or changed over time, baked-in ads are fixed within the content. This type of advertising ensures that the ad message continues to reach new and repeat listeners as long as the episode is available. As the podcast continues to garner downloads and streams over time, the baked-in ad provides enduring value for advertisers. Since they are permanent, however, these ads need to be timeless and broadly relevant, avoiding specifics that might date them, such as references to current events or short-term promotions.
Dynamic Insertion
Dynamically inserted podcast ads, also known as dynamic ad insertion (DAI), use programmatic advertising technology to target an ad in specific episodes as they’re being downloaded or streamed. These can be bought directly from a network or publisher or through an agency. Since dynamic ads are by nature dynamic, they can more readily reach a podcast’s full audience—no matter what episode they are listening to—and are more easily scaled and targeted. DAI gives brands additional control and creative opportunities, enabling them to adjust budget or messaging as needed. While DAI offers flexibility, some listeners and creators have expressed concern that the medium—which is known for its light advertising load—risks becoming cluttered, impacting the listener experience.
Podcast Ad Placements
Podcast ad placements are the industry standard time slots for when an ad is run. Ads are generally run at the beginning, middle, or end of an episode.
- Pre-Roll Ad: An ad placed at the beginning of a podcast episode
- Mid-Roll Ad: An ad placed near the middle of a podcast episode
- Post-Roll Ad: An ad placed at the end of a podcast episode
For more details on the primary ad types:
Breaking Down All Podcast Ad Type Variations
There are many variables to consider when developing a podcast advertising campaign—including what type of ads to use and why. Below, we break down the pros and cons of each ad type and how to make the most of each one.
| Ad Type | Pros | Cons | What Makes One Good? | Examples | |||
|---|---|---|---|---|---|---|---|
| Live Read, Host Read, (Host Endorsed), Baked-In | Executed live, creating an organic feel.Host-voiced with personal endorsement, enhancing audience connection.Permanent inclusion in show content. |
|
Enthusiasm from hostInclusion of personal and relatable experiences | Butcher BoxCaliper Foods Solo Stove | |||
| Live Read, Host Read (Not Endorsed), Dynamic Ad Insertion (DAI) | Host-voiced for a native feel to show contentAdvertisers control ad read content.Dynamic Ad Insertion (DAI) caters to specific needs, ideal for time-sensitive promotions. |
|
|
PolicyGeniusEgnyte | |||
| Pre-Produced, Host Read, Dynamic Ad Insertion (DAI) | The ad is in the host’s voiceCan be included across multiple shows |
|
Smooth, seamless transition from show content to ad. | ||||
| Pre-Produced, Producer Read, Dynamic Ad Insertion (DAI) |
|
|
|
Talkspace Best Fiends | |||
| Pre-Produced, Third-Party Voice-OverDynamic Ad Insertion (DAI) |
|
|
Write the copy/script specifically for produced spot that follows creative best practices Avoid using a music bed | Talkspace Noom |
How We Prepare a Podcast Ad Campaign Launch
Pre-campaign planning for podcast ads includes evaluating brand safety and suitability, ensuring the brand and podcast share similar values and audience interests. This process involves carefully selecting podcasts that align with the brand's ethos and message, avoiding content that could damage the brand's reputation.
The goal is to make the advertisement feel like a natural part of the podcast, enhancing listener engagement and maintaining the integrity of the podcast environment. Effective planning results in ads that resonate with the audience, making the campaign more successful by targeting receptive listeners and maintaining a harmonious brand-podcast relationship.
How We Evaluate a Launch Post-Campaign
Some of the key evaluation criteria we include are:
Endorsement Quality
Does the message sound authentic and believable? Did it include a personal story? ARM prioritizes pairing brands with creators who use and like the product or service in question. When the message rings true to listeners, it has a greater impact.
Delivery
Did the ad placements deliver as planned? Were they in the appropriate time slots in the episodes? When we assess delivery, we consider where in the show the ad was played and if it was delivered at the frequency agreed upon.
Spot Length
Did the host or producer stick to the minimum spot length or was their endorsement longer or more detailed than planned? Different spot lengths—30 seconds or 60 seconds, typically—are effective in different scenarios and shows, and for different products. Spot lengths are tailored to the brand, show, and message, so it is important that they are delivered at the appropriate length.
Calls to Action
Calls to action are a crucial piece of the advertising puzzle that improves response rates and conversion. Offering a clear instruction of the next steps, it’s important to assess whether the call to action provided clear instructions was repeated more than once to ensure the audience remembers the message and can take the next step in the customer journey.
Production Quality
Production quality is everything in audio. If audio levels are off, the script is flat, or another creative element is lacking, it can impact campaign performance. When considering production quality, a compelling script, clear audio, and balanced volume are critical.
How to Write Great Podcast Ad Copy
Hear it from the experts!
- Copy That: Copywriting 101, Part 1: We dig into the basics of research (or how to ask ALL the questions), the importance of writing what you know, mapping out the customer journey, and more.
- Making It Stick: Copywriting 101, Part 2: We cover the what, why, and how of verbal messaging. How can brands think beyond voice, tone, and content—and how do the fundamentals of copywriting apply to audio advertising?
- Finishing Touches: Copy Writing 101, Part 3: We talk about why good writing is rewriting, strategies for managing your writing time, the importance of reference, and more.
Podcast Ad Script Examples
Writing a great podcast advertising script combines both art and science. The podcast listener’s user experience is certainly different from other forms of advertising, which makes it crucial to put yourself in the minds of your audience and provide them with a compelling experience that resonates. This will help drive recall and action. We often recommend using other podcast advertising scripts as inspiration for developing your own. Here are a few real scripts from our advertisers that utilize best practices and will hopefully inspire you!
BetterSleep
This pre-produced, 60-second ad was developed for the BetterSleep app, a premium platform for sleep sounds and meditations with a sleep tracker and more tools to help users get deep rest. This ad leverages a voice actor and features compelling content from the product and a clear CTA.
AllTrails
AllTrails is an adventure tool with trail info, offline maps, detailed reviews, and photos. This 60-second ad, which was pre-produced, highlights product features with a professional voice actor, high-quality production, and an incentivized CTA to track attribution and boost conversion.
Indochino
This 60-second, pre-produced
Ad Results Media has the unique ability to centralize a fragmented industry into one touchpoint. We offer multi-platform audience access across many different content and network vendors including:
- Single point of contact for thousands of creator and media outlets
- Streamlined order entry and billing capabilities
- Dedicated media analyst team specializing in audio performance analysis
- Proprietary tech stack and entire department dedicated to ad grading, compliance, and brand safety
- Dedicated creative team for all ad development and trafficking
- Dedicated team for client and new host onboarding calls to ensure brand message, tone, feel and call to action are perfect.
If you are interested in hearing more, please reach out to Ad Results Media and we will get back to you!ad was created by ARM for Indochino, a DTC made-to-measure menswear company. Using humor while featuring selling points for the brand’s products, the ad creative is fine-tuned for the audience, with a clear, attributable CTA.
Conclusion
Ad Results Media has the unique ability to centralize a fragmented industry into one touchpoint. We offer multi-platform audience access across many different content and network vendors versus dealing with multiple points of contact, including:
- Single point of contact for thousands of creator and media outlets
- Streamlined order entry and billing capabilities
- Dedicated media analyst team specializing in audio performance analysis
- Proprietary tech stack and entire department dedicated to ad grading, ads compliance, and brand safety
- Dedicated Creative team for all ads development and ads trafficking
- Dedicated team for client and new host onboarding calls to ensure brand message, tone, feel and call to action is perfect.
If you are interested in hearing more, please reach out to Ad Results Media and we will get back to you!
