Podcasts have taken over the world, entering all industries and covering many genres or areas of interest. As podcasting continues to grow in popularity – especially among the younger generation – more and more businesses are looking to capitalize on this engaging medium to reach their target audiences, or a new demographic they may not have otherwise considered. However, choosing the right type of podcast advertising can be overwhelming. There are two main types of podcast advertising: read-in ads and pre-produced ad placements. In this blog, we’ll explore the differences between these types of ads as well as the benefits of each to help you choose the right type of podcast advertisement for your goals.
What are Read-In Ads?
Read-in ads involve the podcast host endorsing a product, service, or brand by reading a pre-written script during a podcast episode. These ads can feel more organic, acting like a personal recommendation from the host, and can build trust between the audience and the promoted brand.
Benefits of Read-In Ads
- Authenticity and Connection: When listeners hear their favorite host talking about a brand, they’re more likely to take an interest in it. The creator can also add their personality when reading the script or if they are given the chance to talk about it naturally, making it feel more genuine and less invasive.
- Engagement: As listeners typically trust the host of a podcast they like, they are more likely to actively listen to a podcast advertisement. Since there is no change in voice or an abrupt break in the episode, they are more likely to respond positively to it.
- Flexibility: Since read-in ads are usually scripted, there is more in-house control over the ad’s content, tone, and messaging, allowing you to internally adapt your ad to the audience and podcast style for best results.
What are Pre-Produced Placements?
Pre-produced or pre-recorded placements are standalone audio ads produced by the advertiser, or pre-recorded by the podcast host and later added into an episode. These ads are inserted into the podcast episode during pre-roll, mid-roll, or post-roll segments.
Benefits of Pre-Produced Placements
- Production Quality: These ads are professionally done, ensuring high-quality audio, voiceovers, and sound effects that can make your message clear and your brand stand out.
- Consistent Messaging: Using the same podcast advertisement across multiple podcasts ensures consistent branding and messaging to help reinforce your brand’s identity, especially if you are trying to reach different audiences.
- Measurability: Pre-produced placements can be easier to track for measuring performance, which will provide valuable data for analyzing your campaign’s performance and adjusting your strategy accordingly.
Conclusion
Both read-in ads and pre-recorded ad placements have unique benefits that can enhance your podcast advertising strategy. Read-in ads offer authenticity and a direct connection with listeners, while pre-recorded ad placements ensure high-quality and consistent messaging.
Whatever type of podcast advertisement you choose, GaleForceMedia can provide all the necessary functions that are required for placing and tracking your campaign. With its advanced interface, a plethora of integrations, and proprietary MediaInsights tool, you can perform all aspects of your media buying process in one place. Plus, you can receive expert support whenever you need it for any issues you may run into. Contact us today for a free demo or trial and upgrade your media buying experience.
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