🎤 How to Make Effective & Engaging Podcast Ads

Car companies are thinking about giving AM radio the boot in new vehicles because they claim electric engines mess with the sound of AM stations. Ford's already pulled AM from a few models. But this week, they said they're holding onto AM radios after lawmakers argued they're important for getting out vital info during emergencies. Whatever they decide, it's bound to be an upgrade from those clunky 10-disc CD changers that used to be stashed in the trunk.

In today’s email:

• Podcast Ads: Breaking down best practices for advertisements on your show.

• Transcriptions: A free tool to get transcriptions of your episodes.

• RIP: YouTube is removing Stories, TikTok is testing a chatbot, Buzzsprout announced Cohost AI, and more.

Let's chat about some podcast advertising best practices...

There are 3 primary placements when it comes to inserting your ads in your episode.

1. Pre-Roll Ads

2. Mid-Roll Ads

3. Post-Roll Ads

Pre-Roll Ads: These are played at the very beginning of your episode. Usually before your 'actual' episode begins.

Best practices:

• Keep it short and engaging.

• Make it relevant to your audience.

• Clear messaging and call-to-action are critical.

Mid-Roll Ads: These are inserted in the middle of your episode. They can range anywhere from 45 seconds to a few minutes. These are typically seen as the most effective placement because the listener is engaged and less likely to skip through.

Best practices:

• Should be weaved into your content like a natural extension of the episode.

• Ideally you tell a story to deepen the connection with your listener.

• Again, clear messaging and call-to-action are critical.

Post-Roll Ads: These are played at the very end of your episode. Often used to wrap things up, thank listeners, and share additional details.

Best practices:

• Since these ads are at the end, they work well for more direct calls to action.

• Keep it concise since things are just about done.

• Important to note these can be least effective because of listeners not finishing an episode.

This might sound like a lot of advertisements for one episode, but here's some interesting stats:

• 93.8% of podcast listeners don't mind hearing ads during episodes.^₁

• 89.8% of listeners think that podcast ads are effective.^₂

• 54% of listeners will consider a brand after hearing its ad on a podcast.^₃

TRENDING

FREE RESOURCE

Free Podcast Transcription

There’s loads of transcription tools out these days. Here’s a free one from Spreaker that will transcribe your podcast for free. They note on their webpage that they don’t send your mp3 file to a server…so from a privacy standpoint that is nice.

AROUND THE WEB

🪦 YouTube is removing their Stories feature on June 26th and putting more focus on Shorts.

🤖 TikTok is testing an AI chatbot for content discovery.

🌱 Buzzsprout announced ‘Cohost AI’ which integrates automatically generates episode titles, descriptions, chapter markers, and transcripts.

🐑 Sheepies.

MEME

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