Host-Read Ads 6

I want to discuss the differences between a host-read, producer-read, and straight ad read. I already covered a host-read ad and why it's effective in episode one. Please check it out if you haven't listened to it yet, and a quick definition is a host-read ad is literally an ad that the host reads. Now a producer-read ad is similar  - it's done well, typically by someone who has been practicing ad reads touching on the features and benefits of a sponsor and delivering the read in a well-spoken voice. It's informative and generally includes a solid call to action. The disconnect to the audience is the show's host does not deliver the ad. And why are they listening? Because they want to hear from the host and trust is already established. This makes the impact of the producer-read ad less effective because the audience knows the host and not some random person reading an ad with the host who takes a break from the content. Producer-read ads do not include personal experiences (PE). Think about it, what would a PE from a random person do anyway. Not much because the audience doesn't know them, and personal experience is powerful. Therefore, a producer-read ad is similar to a straight ad read, meaning a PE or an implied PE can not be included. A straight ad read from a trusted host is more impactful than a producer-read ad because trust is established with the audience. According to a Nielsen survey, 56% of podcast listeners pay more attention to ads read by the host of a podcast versus a producer-read ad or commercial.

Download or subscribe to this show at https://twit.tv/shows/host-read-ads