Which ad type should I pick

A guide to help you decide what ad type to choose

Updated over a week ago

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If you've made the brilliant decision to advertise on podcasts, but are not sure what type of ads you should use in your campaign—look no further.

In this article, we will discuss the different types of podcast ads and the factors to consider when choosing the best ad type for your business or campaign.

Ad type definitions

Dynamic Ad Insertion

The first thing to know is that Acast uses dynamic ad insertion to insert ads and sponsorships into podcasts on our network.

That means your ads and sponsorships are inserted into podcasts at the right time, targeting the right audience, for as long as the campaign lasts across all of the targeted shows’ episodes. So no matter how far back listens are taking place in the catalog, listeners will be able to hear your relevant commercial messages.

What are Pre-recorded Ads

Short pre-recorded messages produced by the advertiser, and not featuring a podcast host. Ads offer meaningful reach at scale bought through Acast's self-serve platform or programmatically.

Ads typically run for 15-30 (30 max) seconds and the audio creative is provided by the advertiser or agency.

What are Host-read Sponsorships

Sponsorships are longer, editorialized commercial messages delivered by the podcasters themselves. Brands and advertisers can work with podcast creators ranging from household names to niche influencers, to deliver native, creative, and authentic reads.

They're typically 60 seconds to a couple of minutes in length.

Sponsorships sound like an organic part of a podcast, where the podcaster puts your messaging brief into their own words and style so it resonates and engages their listeners. They are typically recorded by the host of the show and seamlessly fit into the episodes.

What are Combination Campaigns

These campaigns are a combination of the two main types of podcast ad formats: pre-recorded ads and host-read sponsorships.

Combination campaigns have proven to be significantly more effective than single-format campaigns, so they are the recommended choice for advertisers looking to maximize impact and overall performance.

Acast makes it easy to launch combination campaigns in its self-serve advertising platform, just select ‘Combination Campaign’ when you create a new campaign and you’ll be guided through the setup process.

Which one should you choose?

Deciding between host-read sponsorships and pre-recorded audio ads depends on various factors, including your advertising goals, target audience, budget, and the nature of your product or service. Here are some considerations to help you make a decision:

Advertising goals

Determine your primary objectives. If building trust and authenticity is crucial for your brand, host-read sponsorships may be a better choice. On the other hand, if you prioritize scalability and consistent messaging, pre-recorded ads might be more suitable.

Target audience

Consider the demographics and interests of your target audience. If your product or service caters to a niche audience that is highly engaged with specific podcasts, host-read sponsorships can provide a personalized connection. Alternatively, if your target audience is broader and you want to reach a larger number of listeners, pre-recorded audio ads across various shows may be more effective.

Budget and resources

Evaluate your budget for podcast advertising. Host-read sponsorships require direct collaboration with podcast hosts and are typically more expensive. Pre-recorded ads can offer a cost-effective option.

Brand alignment

Assess the alignment between your brand and the podcast content. Host-read sponsorships allow you to select podcasts that closely align with your brand values, ensuring a seamless fit. With pre-recorded audio ads, you have less control over the specific context of the podcast episode, but you can still choose shows that generally cater to your target audience.

Creativity and storytelling

Think about the creative possibilities and storytelling elements you want to incorporate into your ads. Pre-recorded audio ads provide more control and flexibility in terms of production elements, such as music, sound effects, and voice actors. But they are shorter. Host-read sponsorships, on the other hand, allow for a more conversational and personal approach to storytelling. With sponsorships, you can tap into the podcast host's creativity and unique context for their audience.

Choose a Combination Campaign for most impact

Ultimately, the best approach may involve a combination of both host-read sponsorships and pre-recorded ads using Combination Campaigns.

Pre-recorded ads and host-read sponsorships both have their unique benefits, so combining ad formats into one campaign gives you the best of both worlds to maximize effectiveness.

A study by Acast showed that adding pre-recorded ads to a sponsorship campaign resulted in:

  • 61% increase in brand awareness/familiarity

  • 26% increase in brand favorability

  • 14% increase in purchase intent

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