Host-Read Ads 43

Today I am going to talk about the addition of DAI, Dynamic Ad Insertion, to our network TWiT.tv and the difference between it and host-read ads.

First, a little context. When the pandemic first hit in 2020, we lost 60% of our advertisers in two weeks. We quickly realized we were one-dimensional because we were an ad-supported network that only offered host-read ads.

Since 2020 we have added DAI, which means dynamic ad insertion, and we allow Advertisecast to sell our residual open audio inventory. We also diversified our host-read ad inventory by allowing agencies to book small test campaigns to complement their testing phase with new clients. However, 65% of our host-read ads are with direct partners, and we prefer to grow direct business because having a relationship with the partner is always better than working with an agency. Plus we care and know what we are doing and find that most agencies throw newbies on accounts and honestly waste their clients money because volume doesn't produce results unless you're working with the best and that's not what podcast clients get when going to an agency.

Here is the difference between host-read and dynamic ad insertion ads:

Host-read ads are delivered by our technology hosts, and they can provide insights, a PE or implied endorsement, features/benefits, and take as long as they want in an ad read to educate our fans about the clients products and services. Plus, the fans of our shows trust our hosts and listen to what they have to say about a product/service.

DAI ads are producer-read ads that are inserted directly into our shows. They are :15, :30 or :60 seconds long and never longer. Plus, they are served until the download number is reached that was promised to the client. They do work well for clients and cost less than host-read ads, BUT they lack the trust with the audience because the audience doesn't know who's reading the ad.

Both ads work well, and it truly depends on what a client is looking for, and personally, I would recommend both because it takes multiple touchpoints to convert a fan, and the more ways you can reach people, the better.

Here at TWiT.tv, we care about brand goals and focus on what it takes to help them grow. If you are interested in advertising with TWiT.tv because you want the gold standard in podcast advertising, then please email advertise@twit.tv, and we will get back to you ASAP.

Download or subscribe to this show at https://twit.tv/shows/host-read-ads