So you’ve found a sponsor, or selected a product of your own to promote, and now you need to figure out how to make podcast ads.
There are a couple of variables to consider.
- Will you you (the host) read the ad or will you hire a voiceover talent?
- Will the ad be a “live read” style or a traditional radio announcer style?
When done well, live reads should barely even sound like an interruption. This is where the podcast host brings the ad copy to life, integrating it into the episode. Perhaps sharing stories of their own use, enjoyment, and benefits from using the product.
Statistics have shown that people are more likely to buy things when referred by someone they trust, so this is a big upside to live reads. Your regular audience generally has spent hours and hours listening to you, potentially hanging on your every word! This builds a solid, trustworthy relationship. Therefore, live reads are a great method to consider when thinking about how to make podcast ads.
Research has shown that host-read ads outperform announcer-read ads.
These types of ads are a more traditional sounding ad like you’d hear on the radio. These are simple to produce and can be placed at the beginning of a podcast (known as a pre-roll), at one or more spots during a podcast (called mid-rolls), or even at the very end (these are called post-rolls). They lend themselves well to being efficiently re-used from episode to episode.
Radio style ads will usually be between 30-60 seconds in length, should be read by a professional voiceover talent, and have music in the background to help separate them from the rest of the podcast.
There’s no exact format to follow here. These are just general guidelines on how to make podcast ads work. If you want to do a radio style ad with music but with more of a casual read style, go ahead! And feel free to put a unique twist on things.
Podcast Ad Scripts
Quality ad copy will help to maximize the results of your ad campaign. A professional copywriter understands how to write ads which resonate with a given target audience and motivates them to take action.
If you’re working with a larger sponsor, they may provide ad copy to you. Otherwise, finding a professional copywriter to help you is a great idea.
Podcast Ad Production
Your podcast editor should be able to help you assemble any type of radio-style ad you need or point you in the right direction.
If you’re doing a live read style ad, there’s not much to do in terms of actually creating the ad. You can read it live during your episode recording, or record it separately later and have your editor combine it in.
Fiverr.com is a great resource for hiring talented voiceover and copywriting professionals!
Always pay special attention to ensure that volume levels between your podcast and the advertising content are consistent.