The Ultimate Guide To Podcast Ads & Finding The Right Format

Pre-roll, mid-roll, or post-roll? Do those terms mean anything to you? If you’re new to podcast advertising or looking to expand your knowledge, you may be seeking a proper guide to podcast ads. With 135M podcast listeners tuning in monthly, advertisers can’t ignore the medium’s immense power any longer.  

Whether you put your faith in the host-read or choose the pre-produced ad route, you should know the crucial differences between all the different ad types and placements. Why not jump into this ultimate guide to podcast advertising so you can start to benefit from an effective podcast strategy. 

Get to know the different types of podcast ads. 

Looking to get your brand on popular podcasts like The Nikki & Brie Show? But, not sure where to start? Here’s a breakdown of the different types of podcast ads, so you can choose the best option for you. 

Host-read ads 

There’s a special connection between a host and their loyal listeners, and host reads tap into it. Audience tunes in every week to get their shot of dopamine from their favorite and trusted show host. It takes a while for hosts to build a relationship and earn their audiences’ trust—but it does happen, and brands can use that relationship to their advantage. 

When a host endorses a brand, it comes across as more meaningful and authentic to their audience. They trust their host to produce an amazing show, so they have faith in their host’s endorsement of personal products or services. 

Announcer-read ads 

An announcer read can be a very persuasive podcast ad, sharing the same intimate tone as host reads while allowing brands to scale beyond one show. In fact, the studies say that announcer read ads prompt better unaided recall compared to pre-produced creative. These ads use voiceover talent to read your brand’s advertisement. So, advertisers can choose specific talent with a voice and tone that resonates with their customers. Hiring a voice actor who is relatable for the age groups and demographics you’re targeting can be particularly effective. 

Pre-produced/brand-read ads 

Pre-produced or brand-read ads ensure advertisers have 100% message control. It allows your brand to create a fully produced ad with voice actors, music, sound effects, and more. You can also choose a brand spokesperson to read your message. 

Pre-produced ads are similar to more traditional AM/FM radio ads and can be repurposed for other mediums to maintain brand consistency. It also gives advertisers the ability to adapt the brand read ad to the podcast environment. So, you can match the ad to the podcast’s theme, immersing it into the show’s story–which can be delightful for listeners and a vote of confidence in your brand. 

Consider your podcast ad placement.

Do you have a favorite part of a story? Is it the beginning, middle, or the end? The storytelling process may be a factor in where you place your advertisement in a podcast. However, each placement has its benefits. By carefully considering them, you can grab your audience’s attention and generate the best chance for customer action. 

Pre-roll 

A pre-roll is placed right after the host’s intro to the show. They help kick off the show and communicate to the listeners that your brand supports their favorite podcast. Your advertising dollars help support this content creator, and it can pay off in dividends. 

If you’re concerned about audiences being overloaded with podcast ads–you don’t need to worry. Listeners actually appreciate ads—75% of them don’t mind advertisements that support their favorite show.  

Pre-roll ads are efficient and affordable, so they’re a safe and reliable ad placement. If you’re new to podcast advertising or experimenting with ad placements, then a pre-roll ad is a sure thing. 

Mid-roll 

Mid-rolls play right in the middle of the episode, just when the show host is at the story’s climax or a pivotal point in the interview. It has advantages because listeners are fully engaged and tuned in at this point in the episode. 

Mid-roll placements can also be a longer ad read than other placements. Plus, they have the highest correlation for web engagements and purchase conversions.

One reason advertisers may not choose a mid-roll placement is the expense. It’s more costly than other ad placements. However, you have to consider both the pros and cons of whether it's right for your brand’s campaign. 

Post-roll 

You may be surprised by how well post-roll ads perform. If you think people are turning off the podcast at this point, they’re not. Podcast listeners typically do something else while listening to their shows: cooking dinner, working out, commuting, etc. So, they don’t rush to turn off the podcast, meaning your ad can play uninterrupted. In fact, post-roll ads perform better than pre-roll ads for purchase conversions by four points.

Evaluate your campaign goals before choosing your format

It’s important to ask yourself what you hope to achieve with a podcast ad. Are you testing out a new product? Speaking to a new audience? Since most podcast listeners tune in about five hours a week, your advertisement will likely be heard. So, evaluating your campaign goals is important before deciding which ad format and placement is best. 

The good news is that it’s okay to experiment. You’ll get a higher return on trying out a few ad placements and reach customers at different points in the purchase funnel. Plus, you’ll cement a connection between your brand and your audience, who may be particularly loyal to their favorite podcast. 

The best part is that 85% of listeners are open to hearing any type of ad across placements. So, as you nail down your campaign goals, you’ll figure out a podcast advertising strategy that’s the best fit for your brand. 

Ready to start advertising on Podcasts? Let’s talk.

Learn More about Podcast Advertising