Tips for Testing out Buying Host-Read Podcast Ads
Host-read podcast ads can be a great driver - if done correctly.
This is because studies show that host-read advertisements are incredibly effective. With up to 76% of podcast listeners stating that they have taken an action from a podcast ad at least once.
Here are some tips, in case you would like to start testing it out:
- Utilize a podcast advertisement marketplace.
The best way to find podcasters to read your ad copy on their show is to find them on a creator marketplace, like NinjaBuzz or AdvertiseCast. Marketplaces allow you to browse podcasts at your own leisure, and choose which one best fits you and your budget/business needs.
While it is possible to simply reach out to podcasters directly, this can get sticky. This is especially true when it comes to calculating payments, invoicing, VAT (for EU based companies/podcasts), contract drafting, etc,. This is fine for the more experienced advertisers, but if you are just getting started it’s best to keep things simple. A marketplace lets you dip your toes into the podcast host-read ad copy space without needing to invest too much of your time at first.
- Carefully research the podcast.
You wouldn’t run an ad for bacon on a vegan-based website. It wouldn’t reach your target demographic, and might offend a lot of people in the process of that failure. In the same way, you need to carefully research the podcasts you are advertising on. You want to make sure that the podcast’s niche suits the needs and image of your brand.
For example, if you are a company that targets parents, you want to look for a podcast that parents listen to. This can be parenting specific podcasts, or even just podcasts where the hosts themselves are parents and may have a large listener base of parents. The idea is that you research the demographic of the podcast's listeners, the content the podcast produces, and figure out if it is a good fit for your product, service and brand.
- Don’t blow your budget in the beginning.
It may be tempting to throw all of your budget at a massive podcast with thousands and thousands of listeners. Afterall, you want to have your advertisement heard by as many people as possible, right? Well, yes, this is true. But it isn't the best move for just starting out.
In the podcast ad read space, you want a podcast that has a high level of engagement, not necessarily a massive amount of listeners. A podcast with only 500 listeners per episode may be more valuable than one with 5,000 listeners if the listeners are more engaged and more likely to buy. In this regard you should be focused on smaller, more engaged podcasts. The ROI will likely be the same or bigger, and you can spend a lot less money.
Anyone here has experience with buying host-read podcast ads they would like to share?
