Even Spotify admits that host-read ads outperform other ads due to the audience's emotional connection and trust in the host. As podcast advertising gained popularity, host-read ads became advertisers' preferred format. However, voice talent podcast ads (read by actors and producers) have become increasingly popular with agencies.
Here are three reasons why you need to prioritize networks that offer host-read ads over voice talent ads:
1. The audience prefers to hear the ad read from the host, not from someone else. Listeners will pay closer attention to a host-read ad.
2. A host-read ad is more effective in creating an emotional connection with the audience because they trust the host with content, so they will trust the host with an ad read.
3. A longer interstitial host-read ad allows hosts to tell an engaging story about the brand, including testimonials, features and benefits, and a compelling reason why a listener would want to consider the brand. This drive conversions.
Brands may want to scale with voice talent ads due to their lower cost; however, they differ from host-read ads in response and pricing.