Writing Host-Read Podcast Ads: 4 Tips for Success

It’s worth repeating—with listenership only increasing, podcasts aren’t going anywhere, making the medium a marketing necessity. Listeners can't get enough of the genuine nature of podcast storytelling. So, how can brands tap into that trust and authenticity? The answer is host-read ads. Typically recorded by show hosts, think Kelly Ripa or Laci Mosley, host reads leverage the audience connection and combine brand messaging with storytelling. In fact, three in four listeners prefer ads voiced by podcast hosts.  

To capitalize on host-read ads, it’s up to your brand to set up this ad type for success. Here are four tips for creating host-read podcast ads that get maximum results. 

What are Host-Read Ads?

Host-read ads, also known as host reads, are exactly what they sound like—ads read by podcast hosts. They’re your chance to have your favorite personalities and podcast hosts read your ads—or, better yet, your audience's favorite hosts. Host reads often combine brand talking points and personal experiences—and a dose of hosts going off-script for added flair (when brands permit). This ad type typically ranges from 30 to 60 seconds and tends to be a mid-level to high investment. 

While an ad from a voice actor can certainly grab attention when done well, it’s not the same as hearing an ad from a familiar voice, signature personality, humor, and all. A host-read ad generates goodwill toward your brand because it builds on the already-established connection between hosts and listeners, creating an experience that feels like a recommendation from a trusted friend rather than an ad. 

Below, let’s get into how to best adopt this ad strategy. 

1. Find the Right Podcast

Even though your ad could be read on any podcast, it doesn’t mean that it should. Choosing the right podcast hinges on two primary factors: your audience and brand fit. If a show doesn't fit your brand or isn't consumed by your audience, it’s a tree falling in an empty forest.

Picking the right show means putting the audience first. Start off finding the best fit by defining your target audience. Are they female Gen Z listeners? Or Gen X consumers with families? Once you have the answer, you can find the best match by aligning with a podcast’s over-indexing audience. 

And before you get your heart set on a specific host and podcast, look into whether host reads are offered as an option. While some podcasts offer host-read ads, others only offer announcer-read ads. 

Hint: You can look through the SiriusXM Podcast Network as a starting point. 

2. Pick the Right Read Format

Finding the right show is only the first step. Now, you need to choose a read type that works for both your brand and the host. 

Ad-Lib

Ad-lib advertisements give hosts the opportunity to experiment with pre-written copy and put on their own spin. Because brands have less control over ad-lib ads, they should always provide clear, concise talking points that hosts can riff off of and easily remember. Who does ad-libbing especially well? You might’ve already guessed it—Conan, host of Conan O’Brien Needs a Friend. 

Personal Experience

Word-of-mouth has always been a powerful form of advertising, and it doesn’t get more influential than first-hand recommendations from the hosts your audience trusts. Having a host speak on their personal experience with your product can make all the difference in creating passive brand consumers and new brand evangelists. A host that’s bought in on a brand is the best marketing you can hope for. It's one thing to hear someone you trust read an ad. But it's another thing to hear them say, "I actually tried this, and it worked. Now I'm buying it because I can’t live without it."

Verbatim

Verbatim ad formats guarantee a strict adherence to a script. This format is advantageous when legal compliance is paramount or precise messaging is at play. However, balance is a must to ensure there’s still a hint of authenticity. If there’s flexibility, leave some room for improvisation, like the host playing around with their tone and delivery. Or you can identify parts of the script that are negotiable and parts that aren’t.

Mix Multiple Formats Together 

Even if you have a page of required messaging, you don’t have to put your host in a box. Having trouble deciding between the different formats? Let them work together. For example, mixing ad-lib and verbatim formats offers your host the opportunity to add their personality while still delivering exact disclosures and the desired brand language.

And remember, just as some podcasts may only offer announcer-read ads, certain shows may only offer verbatim read types. Get clarity on a show’s offerings to guide your campaign goals and decisions. 

3. Create a Base Script with Copy That Sings

As you work on a script for your host-read ad, the customer pain points and benefits need to be clear out of the gate. And your hosts need to know the juiciest tidbits about what makes your product special. To keep the tone conversational, as an exercise, ask yourself how you would describe the product to a friend. 

Instead of creating a traditional script from scratch, make a list of talking points and bullets that can be used as a jumping off point. This can include an intro, overview, personal experience, and CTA. As you know by now, podcasts are all about authenticity, which sometimes means going off-script.

As you refine your script, keep the language conversational and accessible. Avoid industry jargon unless it’s likely that your audience will recognize or expect specific terminology. And whenever possible, focus on the benefits rather than features to really draw in your target consumers (e.g., if you’re selling couches, focus on comfort). End the script by including a compelling CTA that's easy to remember and relevant to podcast listeners (like a memorable discount code).

4. Create Host-Read Ad Magic with Studio Resonate

No creative support? No problem. Studio Resonate, our in-house creative agency, is staffed by leading experts and pioneers in audio advertising and creative campaigns. By leaning on them, you’ll learn how to foster a connection between your brand message and a podcast host's signature voice. 

For a look at their work in action, check out LUXE Bidet’s partnership with Conan O’ Brien Needs a Friend or Olly’s partnership with Crime Junkie and Scam Goddess. 

Keep the Ball Rolling with SiriusXM Media

For the first time ever, 158M Americans, ages 12 and up, listen to podcasts monthly. And 60M listen to the SiriusXM Podcast Network each month. No matter your target audience’s interests or behaviors, there’s a high likelihood that your audience is here.

Ready to harness the authentic connection between podcast hosts and their audiences? Let’s talk.

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