Sabean Offers the Secrets to Successful Podcast Ads

RADIO ONLINE | Tuesday, March 12, 2019 | 5:12pm CT

Tim Sabean

More than two-thirds of advertising media decision makers have discussed advertising in podcasts, according to a study from Advertiser Perceptions. As podcasting becomes more mainstream and popoular with listeners, advertisers are turning their attention to the medium and podcast ads are now an important part of the conversation. In this week's Westwood One blog, Westwood One Senior VP/Digital Content Tim Sabean (pictured), outlines three secrets for podcast ad success.

With his experience in coaching talent over his radio career, Sabean's tips can serve as a blueprint for talent that can be used to enrich the effectiveness of a podcast read. Here is what Sabean prescribes:

Be transparent
Start at the beginning and explain why the ad is being done in the first place. Hosts should share their backstory on why they wanted to promote the company in the ad. Giving context will help the listener follow the host's journey and will magnify credibility and connection.

Be real
Personalize the relationship with the brand. Don't solely rely on copy points. Hosts should use the product or service and then talk about what the experience is like. Including real-life reactions make ads more believable and prevent them from sounding soulless.

Be direct
Make the call to action clear and memorable. For specific information like call to action, podcasts hosts should be sure that the verbiage is strong and direct. They should be repetitive so there is no room for error.