Pre-Recorded Ads
What Are They?
Pre-recorded ads are professionally produced audio advertisements created in advance and inserted into podcast episodes. These ads are usually produced by the advertiser or an agency ahead of time, but can also be made by Acast per request if the advertiser is based in the US or UK.
Key Characteristics:
Consistent Messaging: Identical across all podcast placements
Professional Production: Often include music, sound effects, and professional voice talent
Standardized Length: Up to 30 seconds long
Standardized CPM: All markets start at a base CPM (cost per thousand impressions). Adding additional audience targeting can increase the CPM. You can check your base CPM during campaign setup.
Advantages:
Quality Control: Complete control over production quality and messaging
Scalability: Can be deployed across multiple podcasts without variation
Reusability: Can be used across different campaigns
Audio can be repurposed: Audio ads from social video, radio, and other sources can be repurposed as a podcast ad as long as it meets the requirements
Targeting: Can apply various types of audience targeting, from geographical to audience attributes
Host-Read Sponsorships
What Are They?
Host-read sponsorships are advertisements delivered by the podcast host themselves, typically incorporating personal experiences or opinions about the product or service. Sponsorships are purchased by week, and play across the podcast's whole catalog - meaning that any listener, regardless of if they're listening to a new episode or an old episode, will hear the sponsorship.
Key Characteristics:
Personalized Delivery: Ads are read by the familiar voice of the podcast host
Customized Content: Often include the host's personal anecdotes or experiences
Integrated Format: Usually woven more naturally into the podcast content
Flexible Structure: May include talking points rather than strict scripts
Varied Length: Typically around 60 seconds but can run several minutes in some cases
Required Lead Time: Requests need to be submitted a minimum of four weeks before the desired air date
No Additional Targeting: Sponsorships are served nationally and cannot be geo-targeted. They are served to all of a show's listeners that week (in the specified country)
Advantages:
Authenticity: Leverages the relationship between host and listener
Higher Engagement: Typically generates better listener attention and recall
Customized Messaging: Can be tailored to match the specific podcast audience
Perceived Endorsement: Benefits from the host's credibility and rapport
Unique Delivery: Each host brings their own style to the ad read
Choosing the Right Podcast Ad Format
Consider these factors when deciding between formats:
Choose Pre-Recorded Ads When:
Running broad brand awareness campaigns across multiple podcasts
Launching time-sensitive promotions that require consistent messaging
Testing new market segments with standardized messaging
Choose Host-Read Sponsorships When:
Focused on conversion-driven or direct response campaigns
Building brand credibility with niche audiences
Launching new products that benefit from detailed explanation
Campaigns are not time-sensitive
We recommend a combination campaign for maximum results and efficacy
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.
Why Choose 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