What to Know About Podcast Advertising: 8 Pro Tips for Writing a Great Podcast Ad Script

With podcast listenership topping 135 million in the US alone, podcast advertising is a growing component of many marketing strategies. And since the medium is still new to a large swath of mainstream advertisers, there is a great deal of space (and way less noise) in digital audio advertising for new adopters.

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What are the benefits of podcast advertising?

Podcast advertising offers a variety of benefits, but the top two are the lack of competing noise and the fierce listener loyalty.

Over four in 10 podcast listeners reported feeling a close connection to their favorite hosts, and over three in 10 say the host feels like a friend. Which is probably why, in the same survey, more than 85% of listeners report being open to hearing ads on their favorite shows (especially when the host does the ad read).

When it comes to noise from the competition, podcasts contain far less commercial ad time per hour than terrestrial radio—meaning you get a higher share of voice with podcast ads. And that’s just scratching the surface. Podcasts also garner more active attention than traditional mass media, are considered more trustworthy than social media, and offer scalable budgets. Additionally, with the suite of targeting and measurement options available, advertisers run both targeted and scaled campaigns with measurable results.

Which types of podcast ads require scripts?

When most people think about podcast ads, they think about a podcast host ad-libbing a conversation about a sponsor. But most ads actually benefit from a well-crafted script, especially host-read ads, which can incorporate host improvisation, but should have a base script that captures brand position and product features and benefits.

Before we talk about writing a podcast ad script, let’s look at the three types of ads and the kinds of scripts they require.

Pre-produced ads scripts should consider voice actors, sound effects, and music.
Announcer-read ads require a simple 15-, 30-, or 60-second script for a voice actor to read.
Host-read ads allow for some personality and improvisation, but these still require a clear podcast ad script to ensure key messages are covered.

How long should your podcast ad be?

The ideal length for a podcast ad is typically between 30 to 60 seconds. These duration ranges are determined by available advertising placements, but it is typically the maximum time you have to convey your message without risking listener fatigue. Ad times are typically as follows:

Pre-roll ads: Usually 15-30 seconds
Mid-roll ads: Often 60-90 seconds
Post-roll ads: Typically 15-30 seconds

Eight Helpful Tips for Writing a Podcast Ad Script

Here are eight best practices for writing podcast advertisements that resonate with listeners.

1. Keep it concise.

No matter the length of your ad, try to write a script that comes up a little short of the time limit. Ad time flies by a lot faster than you think, and a conversational tone requires room to breathe.

Don’t worry about product details, features, and preamble. Jump straight to the benefits and describe them as you would to a busy friend. Remember, the clearer your message, the more likely it will be to resonate.

2. Start with a strong hook.

About one-third of podcast listeners report rarely or never fast-forwarding through podcast ads, which is impressive compared to the current digital media landscape. But that means two-thirds of listeners will hit the +45-seconds button if your ad feels out of place.

The difference between ads that are remembered and ads that get skipped is the hook. The best hooks start with a reference the audience understands, catching them up to the story in progress.

Think of it like an audio meme. Memes don’t explain an issue, they catch the viewer up to a relatable story in progress, and then add a layer of commentary (or commiseration).

2. Use storytelling.

When the human brain doesn’t understand something, it tries to map it onto a story. It’s just how we’re wired. Your podcast ad script isn’t just a hook and a call to action. You need to weave a clear middle into your beginning and end. That’s where storytelling comes into play.

Try out a few anecdotes or scenarios illustrating how your product or service solves a problem. Your audience is the hero, so the story should show them how they can overcome their conflict (pain point) with your help.

3. Tailor to the audience.

Podcasts are incredible niche spaces, making them such effective vehicles for advertising. But, to fit into that space, your messaging must adapt and align. Research the show's audience and incorporate references or language they will enjoy and understand. This approach helps your ad feel like a natural part of the content, even a part of the regularly scheduled programming, rather than an interruption.

4. Incorporate sound design.

For pre-produced ads, consider how music and sound effects can enhance your message. The right audio elements can create a "theater of the mind" effect, making your ad more immersive and memorable. But be careful not to overdo it—cheap sound effects or awkward edits can detract from your message and might even leave you sounding like one of those old “SUNDAY, SUNDAY, SUNDAY!” AM/FM radio ads.

6. Highlight benefits.

A common audio advertising trap is spending valuable seconds on a list of product features and specifications. But details and explanations are not what move the needle for listeners. They need to know how it will benefit them. Once interested, you can send them to your website for more information.

Focus on how your product or service solves a problem or improves the listener's life. Be specific about the value you're offering, and tie it to the content's theme if you can without forcing it.

7. Use conversational language.

Podcast listeners appreciate authenticity, so your ad should feel like a natural part of the conversation. Podcasts are not the place for jargon (unless you’re advertising on an industry-specific B2B podcast, but even then, be careful).

Write the way you speak, and always read your scripts out loud to ensure a natural flow. Even when it feels silly, read your script slowly with a timer.

8. Include a clear call-to-action.

Unless your only goal is brand and message exposure, you need a clear call to action. And even for awareness ads, a call to action can help direct listeners to more information or deeper engagement. Tell listeners exactly what you want them to do next, whether it's visiting a website, using a promo code, or downloading an app, and make sure the instructions are easy to remember and easy to take.

Bonus tip: Launch your podcast ads with us.

SiriusXM Media can help you craft a winning podcast advertising strategy that resonates with your target audience. Our expert team can guide you through the process, from script writing to ad placement, ensuring your message reaches the right listeners at the right time.

Interested in embracing the power of podcast advertising? Let's talk.