Selling with Sound vs. Selling with Sight: Host-Read Ads

It’s no secret that podcast advertising has emerged as one of the most effective ways for brands to connect with engaged audiences. Among the various formats, host-read ads—where the podcast host personally delivers the advertisement—stand out due to their organic and trustworthy nature. And the SiriusXM Podcast Network means business when it comes to host reads. Have you heard the news? Conan O’Brien Needs a Friend won Best Ad Read at this year’s iHeart Podcast Awards. 

With the rise of video podcasts, advertisers now face a crucial decision: Should they stick with traditional audio-only host-read ads or capitalize on the visual appeal of video host-read ads? Spoiler alert: Both ad types are highly effective in driving meaningful results. While the two formats leverage the host’s credibility to persuade listeners, the right choice depends on the brand (established vs. emerging), the target audiences, and a campaign's performance objectives. As omnichannel podcasting continues to grow, advertisers who strategically leverage both formats will be best positioned to capture audience attention and drive meaningful results. 

The Rundown on Audio Host-Read Ads 

Audio host-read ads have long been the gold standard in podcast advertising. Part of their effectiveness stems from the intimate, distraction-free nature of audio consumption. Listeners often engage with podcasts while multi-tasking, commuting, working out, or doing household chores—times when their focus is primarily on what they’re hearing. This undivided attention fosters a deeper connection between the listener and the host, making the ad feel like a personal recommendation, rather than an intrusive sales pitch. In fact, over seven in 10 appreciate when hosts are authentic and uncensored.

Another strength of host-read ads is their seamless integration into content. Because they lack visual cues, they blend naturally into the episode, making them less disruptive to the listening experience. Unlike traditional radio ads that sound like separate segments, host-read ads often feel like an extension of the conversation, which enhances trust and engagement—while minimizing ad fatigue. And as audio-only ads are less reliant on production quality, they’re easier to produce. This lower barrier to entry makes them suitable for emerging brands and advertisers who prioritize reach and affordability over visual appeal. 

Get to Know Video Host-Read Ads 

On the other hand, video host-read ads introduce visual elements that enhance engagement. The host’s facial expressions, gestures, and enthusiasm can reinforce authenticity and heighten the sense of connection, making the ad feel even more persuasive. Knowing this, it’s no surprise that nearly six in 10 listeners say they watch video podcasts to see the reactions and emotions of the podcast hosts. And for brands that rely on product demonstrations, such as makeup, fitness equipment, or tech gadgets, video ads provide a crucial advantage by allowing the host to showcase the product in action. 

Video host reads also leverage multiple sensory channels, including sight and sound, which increase message retention. This multi-sensory engagement can make video ads more impactful, particularly for brands looking to leave a lasting impression. In addition, the multi-platform versatility of video host-read ads comes with unique advantages. They can easily be repurposed into short clips for social media, YouTube, or websites. This allows advertisers to reach a broader audience at scale, beyond just podcast listeners, maximizing their return on investment for their campaigns. 

Another benefit? You can promote brand visibility by adding branded touchpoints, from logo inclusions, to links in video descriptions, to visual CTAs, and more. 

Audio Engages, Video Reinforces

A complete podcast ad strategy isn’t just seen or heard—it’s both. Some listeners prefer passive listening while commuting or working, while others engage with visual content when watching podcasts on their phones, laptops, or smart TVs. Whether in audio or video format, host-read ads perform exceptionally well because they blend seamlessly into podcast content, making them feel less intrusive and more engaging. 

As for your campaign goals? Brand recall improves significantly when the same ad message is delivered across both audio and video formats. Simply put, brand messages generate greater recall when they are presented in multiple formats. A viewer who watches a video podcast ad might later hear the same ad in an audio-only podcast, reinforcing the message through repetition and creating a powerful synergy that makes the brand message more memorable. 

An effective podcast advertising campaign should not limit itself to just one format. Utilizing both video and audio formats for host-read ads ensures the ad resonates across different platforms and reaches different audiences. The result is more impactful campaigns and an increase in the likelihood of conversions. So, why settle for half the impact? Video + audio = full-funnel success. 

Both Audio and Video Formats Drive Measurable Results 

A recent campaign of ours joined forces with the Call Her Daddy podcast, leveraging a mix of audio and video host-read ads. The goal? Reinforce brand messaging and influence purchase intent for a personal care product advertiser.

Call Her Daddy helped build brand awareness and reach a young, leaned-in, female audience while immersing the brand in culturally relevant conversations and moments. The audio host-read ads were authentic and genuine with personalized messaging voiced by the host Alex Cooper. The ad leveraged the trust and loyalty she’s built with her followers to drive higher engagement, brand recall, and intent. To round out the campaign, the video host-read ads effectively scaled brand messaging and boosted engagement through the visual elements of the podcast.

The creatives included personal endorsements from Cooper with informative messaging about the brand. They featured an effective call-to-action driving listeners to a show-specific vanity URL to receive a complimentary gift with purchase. The campaign successfully generated significant double-digit lifts in purchase intent and drove strong recall for the advertiser, showcasing the synergy between audio and video host reads. This campaign highlights how audio engages and video reinforces, proving messages have greater recall when presented in multiple formats. 

From the Ears to the Eyes, Your Brand Stays Top of Mind

See it. Hear it. Trust it. When audio and video are used together in podcast campaigns, they drive results. And when there are more ways to engage, there are more ways to win. So, as podcast consumption continues to increase and behaviors continue to shift, integrating a mix of audio and video host reads is not just a smart move, it’s essential for a truly successful marketing campaign. 

If you’re ready to engage with video, connect with audio, and win with both, let’s talk. 

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