Q & A: How to Influence DTC Consumers with Podcast Ads

Looking to make a personal connection with your customers? If you’re thinking social media is the way to go for your direct-to-consumer brand, we’re here to tell you that podcasts are a better influencer marketing play. Not only is the medium immensely (and increasingly) popular with audiences, but listeners also feel a close connection to the hosts. And that relationship is something DTC brands can tap into with host reads.

Check out these stats:

• 75% of podcast listeners say they’re open to ads voiced by the host(s) of the podcast

• 70% say they value the transparency and honesty of their favorite podcast hosts

• 42% say podcast hosts provide a sense of deep connection that traditional media personalities lack

• 33% say the host is like a friend to them

To dive deeper into the podcast advertising opportunity for DTC brands, we sat down with Nancy Caldwell, Director, DTC here at SiriusXM Media.

Host Reads Foster Authentic Connections and Measurable Outcomes

Question: What makes host-read ads effective compared to other advertising formats?

Answer: Host-read ads feel authentic. Podcast hosts have built a relationship of trust with their audience. When the host personally endorses a product, it feels more genuine that a scripted commercial ad. This authenticity increases listener engagement. Audiences are often loyal to the host, and their recommendations are more likely to resonate. A host-read ad feels like a recommendation from a trusted friend, making it more persuasive.

The Host-Listener Connection Builds Trust for DTC Brands

Question: How do you think the personal connection and trust built by the host contribute to this?

Answer: Podcast listeners are often highly engaged, especially because they chose content they want to consume. This means they are more receptive to hearing recommendations from the host during the show. Podcasts often have very specific and dedicated audiences. This makes it easier for advertisers to target their message to a demographic that aligns with the product's target audience. Additionally, host-read ads tend to have higher recall because they are seamlessly integrated into the content. Listeners are more likely to act on CTAs leading to better performance in terms of conversions. In closing, host-read ads can be more effective than traditional advertising because there is no need for expensive production. The host simply integrates the message naturally into the podcast.

Due to the combination of authenticity, high engagement, and direct response capabilities, brands often see better returns on investment with host-read ads compared to traditional ads.

Build on Host-Read Ads on Our Network

Host-read podcast ads deliver trust, authenticity, and personal connections for DTC brands. And while they are an excellent tool to leverage for your influencer campaigns, there’s more to explore in podcast advertising. With SiriusXM Media, you can work with top hosts like Ashely Flowers, Conan O’Brien, and Alex Cooper (just to name a few) and run ads on the audiochuck, TeamCoco, and Unwell networks to raise awareness, reinforce key messaging, and move listeners down the path to purchase—and that’s just for starters.

Ready to make a more effective influencer marketing plan? Let’s talk.