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Voices that Sell: The Impact of Ads in Podcasting

Published on Oct. 21, 2024 at 4:26 p.m.

By Victoria Donato.

For years, advertisements have been seen and heard in ever-evolving ways across various forms of media. However, in 2003, podcasts — a digital, auditory medium that allows listeners to engage with content at their own pace — captured the ears of entertainment seekers worldwide.

Whether they realize it or not, podcast listeners are continuously exposed to advertisements during their daily tune-ins. More specifically, host-read ads capture their audience’s attention through strategic targeting, non-intrusiveness and brand alignment.

Connecting brands and listeners
Podcast hosts are known for building close and personal relationships with their audiences, thanks to their distinct voices, unique personalities and overall authenticity factor.

This trust translates into host-read advertisements being well-received by listeners. The authenticity of the host’s endorsement makes these ads feel more like genuine recommendations rather than traditional promotions.

Photo via Will Pearson

Will Pearson, president of iHeartPodcasts at iHeartMedia, emphasizes the importance of aligning podcast hosts with the right brands for advertisements.

“When a talent comes on board with us, we really try to understand who they are and what they are interested in. We get a ton of information from them and just really try to understand what they are passionate about,” Pearson said. “If one of our talent is a dog lover and mom of three who loves to travel, those are some of the first things that we want to keep in mind when we go out to brands and try to find ones that might be a fit for that.”

With these strategic brand-to-host alignments, listeners are more likely to pay attention to the advertisements and potentially be motivated to make a purchase.

Not only do avid podcast listeners trust their favorite hosts, but they also tend to stay loyal to them. This loyalty extends to the brands or products being promoted and perceived in a trusted and credible manner.

When a podcast host recommends a product, listeners often receive it as a friendly suggestion, rather than a typical ad. Combined with the established trust and loyalty, this makes host-read ads feel less intrusive compared to other forms of advertising.

According to Audacy’s 2024 Podcast Playbook, 46% of podcasts listeners said that host-read ads are “not intrusive at all,” and 80% stayed tuned for the entire ad. Additionally, surveyed millennials were 69% more likely to purchase a product or service after listening to a podcast ad.

From thought to voice
What stands out about podcast advertisements is the way they are actually delivered. A podcast host will begin to promote a product or brand by strategically weaving it into their segment, providing a unique perspective in the discussion.

Pearson explained that iHeartMedia typically will receive a bullet point with key messages from brands looking to advertise, and they then allow the podcast host to add their own creative spin when delivering the promotion.

“Each of the different talent really gets to do it in their own voices and with their own approach,” Pearson said. “That’s when it’s best, because it feels very organic and becomes the type of ad where you’re like, I know this is an ad, but I don’t really want to skip ahead, because it’s just fun to listen to these guys.”

Photo via Purdue University

Additionally, companies like iHeartMedia actively strive to understand the brand’s motive before launching an advertising campaign across the appointed podcast show.

For example, if a brand wants to drive more purchases or address a brand identity issue, the provided bullet points will reflect these specific goals. The podcast host is then free to deliver the message in a way that suits them, often adding a personal touch or sharing their own experiences.

This flexibility allows the host to creatively tailor the ad to resonate with their audience, while remaining true to the brand’s objectives or initial motives.

Podcast advertisement successes in action
Podcast advertisements are more successful than ever, helping bridge the current shift from traditional to newer media.

Psychotherapist, practice owner and writer Jennifer Pinkerton launched her podcast, “REDHEADREVEAL,” in August 2022, using the platform to share in-depth mental health and wellness information, while featuring experts to further educate her audience.

Pinkerton believes the ads on her show resonate well because she and her team target companies within the mental health space or those aligned with the show’s guests. In general, she also feels that podcast ads are well-received in today’s society due to the change in advertising across media.

“I think people are more interested in podcasts now than they used to be, especially with the creation of Netflix and other streaming services where there are no commercials,” Pinkerton said. “There aren’t as many opportunities for people to utilize the advertising space in the same ways they used to.”

Photo via Variety

In their iHeartMedia podcast, “Drama Queens,” “One Tree Hill” co-stars Hilarie Burton, Sophia Bush and Bethany Joy Lenz spend their segments analyzing and dissecting episodes from the hit 2000’s teen drama show’s past. They also frequently invite fellow co-stars to join the conversation.

As far as the host-read advertisements on “Drama Queens” go, the three women strive to make their advertisements heard in unique and personable ways. In episode 418 titled “Number 23,” Bush and Lenz begin the segment by expressing their conjoined love for Covergirl’s Clean Invisible Foundation.

The two portray a conversational tone when sharing their appreciation for the new product, which simultaneously helps listeners connect with its informality and boosts its credibility. This ad was likely aimed at millennial and Gen Z women, the primary audience of the podcast and “One Tree Hill” itself.

In today’s world, advertising has found a distinctive way to insert itself into the newer media realm. As the popularity of podcasts continues to rise, so does their listeners’ urge to purchase a product that their trusted figures are promoting.

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