Podcast Ads Continue to Deliver for Brands

Over the past decade or so, more and more brands have been dipping their toes (or outright dropping a big cannonball) into podcast advertising. At first, it was mostly DTC (direct-to-consumer) brands, but over the last couple of years, we’ve seen large corporate companies like McDonald’s, Amazon, and others test out podcast advertising to reach their target audiences. Why? Lower cost than other mediums, the opportunity for disruption in terms of how the advertising is delivered (ex: host-read ads), and fewer restrictions on the ad content itself have all played a role. 

And it’s working. 

A 2023 study from Sounds Profitable showed that consumers preferred hearing about products from podcasts over any other channel. 68% said they were more willing to consider a product or service after hearing about it on a podcast, which was followed up by YouTube/online video (62%), social media (61%), live/recorded TV (54%), and AM/FM radio (49%). 

Why do consumers prefer hearing about products and services on their favorite podcasts? One of the biggest drivers is the aforementioned host-read ads. In short, hearing Conan O’Brien talk about his favorite outdoor stove on “Conan O’Brien Needs a Friend” is apparently a lot of fun for listeners and therefore a very cost-effective form of advertising. 

Host-read ads are nothing new. Back in the “Golden Age of Radio” in the 1930s and 1940s, radio hosts such as Jack Benny would take on a seasonal title sponsor for their show. As part of the sponsorship, Benny and his peers would incorporate their sponsor’s messaging directly into the show. For example, Jell-O, the longtime sponsor of “The Jack Benny Show,” would be the center of attention during a sketch during each weekly show, making it nearly impossible for loyal listeners to miss the advertisements. Today’s version of that is the host-read ad, and, simply put, it works. 

Interested in finding out what podcast advertising can do for your brand? Want to dig into host-read ads? The talented podcast professionals at Podbean can help you create ad messaging to engage consumers and create conversions. Connect with Podbean’s advertising experts today!