From targeting and creative development to measurement, we offer the most advanced solutions to make your podcast campaign a success.
A podcast ad is a 30 second opportunity to showcase your business to listeners in the most engaged environment. With full creative control, you have the opportunity to capture an audience’s imagination through an intimate medium, at scale.
New to podcast advertising and don’t know where to start? We’ve got you covered. This guide is meant to help you understand what makes for a great audio ad, with best practices and examples to guide you through the whole creation process.
Podcaster looking to run a trailer or promo for your show? Check out this guide instead.
Before writing your ad script, you should put together a plan for your campaign. It should answer the following questions:
Your campaign objective will determine how you target listeners, which attribution methods are best, and what calls to action you should use. Some popular attribution methods include:
Podcast advertising is unique because of the way that listeners consume the content. A great ad is one that adapts to the environment - it should speak directly to the listener, just like their favorite host does.
Word count: Less is more. Aim for 60-70, this is the average length required for a 30-second ad with a few short pauses built in.
Clarity over cleverness: Simplicity is key. Avoid using complicated jokes and gimmicks. The more straightforward you are, the better.
Tone: Be conversational and friendly. Podcast listeners are already engaged, so unlike with radio ads, there is no need for a shouty announcer. Think about what your target audience is listening to and try to match the energy of the surrounding content.
For example: if you’re advertising on podcasts in the Business category, you should lean towards a more informational tone whereas if you are advertising in the comedy vertical, you could be more casual.
You want to make your business easy to remember. And while it’s tempting to pack your script with tons of information, you should aim for short, concise sentences that clearly outline the benefits. Avoid run-on sentences and don’t rush. Don’t forget to leave space for silence - a rhetorical pause can emphasize your message.
Great creative is critical for a successful ad campaign. Luckily, there are tried and tested formulas to help you lay out your messaging.
Podchaser recommends using the following structure, “Start with an attention grabbing opening, establish the problem that your product solves, then spend the majority of the advertising time offering a solution, and finally you need a strong call to action.”
Opening: The first few seconds of your ad are crucial for capturing podcast listeners’ attention. Use a strong opening line, question, story, or personalized greeting to draw listeners in. Address the listener directly. Remember that podcasting is a one-to-one — not one-to-many — medium. And don’t forget to include your brand name early on.
The Pitch: This is where you convince the listener that your business can solve a specific problem. Once you’ve laid out the problem from the listeners’ point of view, focus on the positive results or solutions that your product offers. Focus on a single problem and, if there are multiple benefits, list 2-3 of them at most.
Call-to-Action: Your ad needs a clear call to action at the end, such as "visit our website to learn more" or "use promo code XYZ at checkout." This will give listeners a clear next step to take if they're interested in learning more about your product or service.
Some examples of CTAs include:
Before you move on to recording, read the ad copy out loud, time yourself, and get a feel for how your ad rolls off the tongue. Clunky phrasing or no space to take breaths should be immediately noticeable. Keep an eye on the length too - the whole thing should be no longer than 30 seconds, otherwise your ad will get cut off.
Looking for inspiration? Listen to some podcast ads below:
To bring your script to life, you have two options - record the ad yourself or hire a professional. However you choose to create your podcast ad, make sure that the final product also meets the technical specs.
Podcast advertising was ranked as the most effective online media channel by Kantar. From driving mass awareness to converting a highly targeted, niche audience - podcast advertising can do it all. And while the top global advertisers have been taking advantage of podcast advertising for years, Acast’s self-serve platform finally unlocks this medium for advertisers of all sizes.