Wednesday, February 21, 2024

Host-Read Ads Stand Out


 

Host-read ads are superior to voice talent ads in podcast advertising. My podcast, Host-Read Ads, was created about a year ago to educate brands about this.

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.

Tuesday, January 9, 2024

Podcast Ad Copy Must Have a Compelling CTA


According to Google, there are over 5 million podcasts with over 70 million episodes between them as of 2023. Spotify alone has around 5 million podcast titles on its platform. This is a HUGE amount, considering our podcast network holds 18 of the 20 years podcasting has been around. Let this sink in: millions of podcasts are out there, so why would a brand use an archaic Call-To-Action to attract attention?


When it comes to your brand's CTA, you must consider this:

1. Is your brand in a crowded space? Brands need to be aware of their competition and decide whether to take on established clientele OR go after new business. It is essential to think about your strategy and identify who you want to target before looking for podcast networks to advertise with. Brands must determine who they want to reach - industry, job title, company size, etc.

2. What sets your product/service apart from competitors? Focus on case studies, the features, and the benefits of why your product/service can be trusted - will it save time, money, clients, and more? If you think your brand is the best, you must deliver this to podcast audiences.

3. Give podcast audiences time to test your product/service OR offer a discount. Examples: 30-day free trial, 10% off an annual purchase, 3 months free with a yearly purchase, 30% off your first order, and 10% off after that, etc. Be sure your CTA is compelling AND something you can live with for a long time, or be explicit on how long the sale will last. Always air on the side of generosity. It will pay off tenfold when purchasers recall your brand.

Brands need to identify their target client and what they want to say to them before buying podcast ads.

TWiT.tv has been around since 2005, and we help our partners meet their growth goals. If you are interested in advertising with us because you want the gold standard, please email advertise@twit.tv, and we will get back to you ASAP.








Monday, December 18, 2023

Sales Tip - Listen, Learn and Practice Your Skills


I will always emphasize the importance of continuous skill expansion, practice, and knowledge improvement for ongoing success in sales. When I started in sales and was buying podcasts for direct clients, I was only asked how much money I had to spend and that they would tell me what to buy. I was not asked questions like what are your growth goals, who are you trying to reach, etc. Therefore everyone needs to remember that sales is about being the guide for a brand on helping them reach their growth goals.

Stay relevant in sales with my five tips:

1. Listen to podcasts that enhance selling skills, such as "The Advanced Selling Podcast," to learn and reinforce new skills relevant to your industry.

2. Read books on improving your sales and communication skills and on active listening.

3. Engage in networking and join sales groups online or in person, like those on LinkedIn, to meet others in the sales space, learn from their processes, and brainstorm ideas.

4. Consider hiring a sales coach or finding a mentor to challenge you, keep your skills relevant, and expand your skills.

5. Practice pitching with other salespeople.

Remember that sales are not all about pitching or selling. It is genuinely about solving problems for others and guiding them to success. When prospecting for new business, focus on listening to potential clients and understanding their needs to increase your chances of working with new partners.




Wednesday, December 13, 2023

Understanding and Measuring the Success of Your Podcast Campaigns


 I've realized that many of our partners and brands often need help to measure the success of a podcast campaign. It can be a complex process, requiring multiple tools to get it right. So, it's time to dive back into this topic and shed some light on the intricacies involved.

Firstly, let me give you a little context. Our network caters to a unique audience: they are tech-savvy, security and privacy-focused, affluent, and highly educated. These folks live and breathe tech, and they demand a different kind of approach. Traditional marketing tactics won't easily sway them. Instead, they require something more sophisticated that respects their tech-literate nature and privacy-conscious mindset.

Now, when it comes to measuring success, there are a few tools and techniques that I highly recommend. One of these is setting up a custom landing page or offer code for our network. Why? Because it helps you track conversions more accurately. Our intelligent audience won't mindlessly follow an ad toward a brand's website. Instead, they might Google the brand and go directly to the website. And if they make a purchase there, you can only trace it back to our network if you've set up a custom landing page or offer code.

Another critical tool in your arsenal should be Ad Tech. We're partnered with Spotify ad analytics and Podscribe. Using these tools lets you get insights into how much traffic our network drives to your website. But remember, measuring success takes time. Podcast ads take time and do not yield immediate results. An ad can take up to eight weeks to reach its total impact. Patience is required.

Lastly, I want to remind you of something crucial: while we strive to provide you with the best advice and tools to drive traffic to your website, the ultimate responsibility of converting that traffic into sales lies with you, the brand. Our job is to help you attract the right audience, but converting that audience into customers? That's all on you. We are only advertising. We are not your sales team.

I hope these insights have given you a better understanding of measuring podcast campaign success. We're always here to help and guide you. So, don't hesitate to contact us at Advertise@twit.tv. Let's talk about your growth goals, and we'll provide you with the honest, actionable advice you need to succeed.

Tuesday, December 12, 2023

Podcast Trends: Insights from Spotify's 2023 Report - Host-Read Podcast Ads Beats All Other Forms of Advertising


 

Today we're diving into the 2023 Spotify podcast trends report. This report has definitely sparked some interesting discussions in our industry, and I can't wait to share some of its findings with you.

One of the standout trends this year is the profound influence of podcast hosts on purchasing decisions. Yes, you read that right! Podcast hosts are more influential than social media influencers, according to 75% of US consumers. This finding truly resonates with us at TWiT, as our fans have always shown a strong trust in our recommendations. Trust, we've found, is a priceless commodity in our industry, something that can only be earned with consistent, reliable, and expert content; something we never fall short in.

Interestingly, we've also seen a notable surge in podcast listeners aged 45 and above. This is a demographic with not only more disposable income but an insatiable desire for lifelong learning. And it's not just about the numbers; our own fans are a testament to this trend, with 72% of our audience aged between 25 and 54, and 78% being college graduates or possessing advanced degrees. Brands, it's high time you pay attention to this untapped potential.

Let's not forget about the magic of podcast advertising. When brands advertise in podcasts, they become part of an authentic, intimate environment built on trust and genuine connection. This is precisely why our listeners, 99% of whom listen to most or all of our podcast episodes, value the brands we choose to associate with.

Last but not least, let's talk about Spotify. With the recent podcast metrics from Edison revealing that Spotify is the most used podcast platform in the US, it's clear that Spotify is a force to be reckoned with in the podcasting industry.

In conclusion, the 2023 Spotify podcast trends report is a goldmine of insights that could help brands flourish in this ever-evolving space. I'd urge all brands to take a closer look at this report and start rethinking their strategies.

Stay tuned for more updates and insights from the world of podcasting. If you're a brand looking to explore podcast advertising opportunities with TWiT, don't hesitate to reach out. Together, we can achieve your growth goals. Reach out to us at advertise@twit.tv today and secure your spot in 2024 while you still can.

Wednesday, December 6, 2023

Host-Read Podcast Advertising Works - Invest in Podcasts!


 

Invest in podcast advertising to reap the benefits of the constantly evolving medium. The more time you let slip by, the more this advertising space is dominated by other brands. Now is the time to advertise and gain market share.

Here are four reasons why this is a valuable space for brands:

1. Targeted Reach: Podcasts are extremely targeted, which can be huge for brands looking to reach a certain customer segment. Brands that tune into popular podcasts can get access to a passionate group of listeners who are more likely to pay attention and remember their messages.

2. Lasting Brand Impressions: Unlike traditional methods of advertising, podcast ads are not quickly forgotten or ignored. Listeners pay more attention to host-read podcast ads, and they're more likely to remember the brand, making it a great investment for long-term brand recall.

3. Cost Efficient: Podcast advertising is much more cost-effective than other types of advertising and can be an invaluable asset for small businesses. Brands of any size can benefit from podcast advertising as it offers great ROI and can be an excellent way to drive conversion.

4. Loyal Audience: Listening to podcasts is a personalized experience and it often leads to forming a deep connection with the host and content on the show. As such, podcast advertising offers an opportunity for brands to establish a loyal and trusting relationship with their audience.

Overall, podcast advertising is an ideal option for brands regardless of size. It offers targeted reach, lasting brand impressions, cost efficiency, and loyal relationships with the listeners making it one of the most effective channels of advertising today.

Monday, November 13, 2023

Setting Brand Expectations From Podcast Advertising - Part II

Set clear goals and expectations for how you will elevate a brand. For example, with our host-read ads on TWiT, to make a campaign successful, we need to know if our clients are re-targeting the traffic we are sending to their website (with Google Ads, social media ads, other pods/TV/radio ads and anywhere else they are advertising). We are a pipeline, not a sales team for each brand. When we are sending qualified traffic their way, it's up to their sales team to ultimately convert our fans into their customers with a compelling offer.

Once you have established that your client is also promoting their services/products on other platforms, you can focus on boosting performance with podcast host-read ads. Remember that podcasts are on-demand. Podcasts are downloaded when fans want to listen, and ads are not heard simultaneously. The expectation that one podcast ad can take up to eight weeks to reach its entire impact is standard. Brands need to have patience when leveraging podcast ads.

Brands must be educated that podcast ads take time and they also build trust. If you don't set this expectation, brands will come back to complain soon after a podcast ad drops. Host-read podcast ads work because audiences listening already trust the host and expect them to deliver ads they want to hear about with high integrity.

Brands, please remember podcast ads take time. Just because a fan downloaded an episode doesn't mean they listened to it immediately. If you want to work with our partnership team here at TWiT, please contact adverise@twit.tv, and our team will reach out.