Host-Read Ads 45

Today I am going to continue from last week's Part I of Setting Brands Expectations from a podcast campaign. Please listen to it if you haven't already.

The reason why I put emphasis on exploring what brands have done in marketing and what they are doing now IS to set goals and expectations from working with our network and how we are going to elevate the brand further with host-read ads on TWiT. In order to make a campaign successful, we need to know they are re-targeting the traffic we are sending to their website with Google Ads, social media ads, other pods/TV/radio ads, and anywhere else they are advertising. It's always my goal to align with the brand marketing that is working and to be sure they provide us with a compelling call to action, also known as the CTA. Why? Because it takes an average of eight touchpoints to close a sale.

Once you have established that the brand you are working with is promoting its services/products on several different platforms, then you can focus on boosting performance with podcast host read ads. Remember that podcasts are on-demand. It's not TV or radio in which a commercial runs; you know it was heard or missed at that moment. Podcasts are downloaded, consumed when fans want to listen, and ads are not heard all at once. Therefore, the expectation that one podcast ad can take up to eight weeks to reach its fullest impact is normal. Brands must be educated that podcast ads take time. Otherwise, brands will complain two days after a podcast ad drops. Host-read podcast ads work because audiences listening already trust the host and expect them to deliver ads they want to hear about and with high integrity.

As I said, there is so much to cover that there will be part III and many more. Brands, please remember podcast ads take time. Just because a fan downloaded an episode doesn't mean they listened to it right away - you must give it time.

If you are interested in working with our partnership team here at TWiT, please reach out to advertise@twit.tv, and our team will reach out. Have a great day, and thanks for listening to my pod.

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