Today happens to be International Podcast Day And who better to give his views on the very best podcasts and how to make yours better than Ralph Van Dijk (main photo), founder of Sydney-based podcast, recording, audio ad specialists, Eardrum…
Today is International Podcast Day, and whilst there are now well over two million great podcasts out there, you can count great podcast ads on one hand.
So today, I’ve chosen to celebrate the few who have successfully raised the audio bar when it comes to the content that allows your favourite podcast to exist.
Ron Burgundy – Fair.com
You’d hope Will Ferrell would subvert the world of advertising and he doesn’t disappoint with this gem of a host-read ad. He promotes this car sharing app by declaring he knows absolutely nothing about apps and assuming the product is simply an elaborate car theft scheme. In other words, he does what every advertiser should hope a host does – own it.
Russell Brand & Matt Morgan – Me Undies
It was Matt’s job to read the ad, but Russell spotted an opportunity to flip the segment as only he can. He used the script, then abused the script, ensuring Me Undies would stick (!) in the minds of every listener.
Start Up – Ford
This is the show that launched podcast behemoth Gimlet, and was hosted by its Founder Alex Blumberg. Unsurprisingly, Alex approaches this ad with the same journalistic integrity as any other part of the show. This long form advertising style is one we’re championing, and it’s one both clients and listeners are responding well to.
Marc Maron – Squarespace
This was a classy way for long-time podcast supporter Squarespace to acknowledge what has become Marc’s most famous episode. Yes, it’s the one with President Barak Obama.
If you’re considering podcast advertising, remember to keep it authentic and don’t force it.
But above all don’t be boring. Whether it’s a host read script or a crafted 60sec advertorial, your ad should be at least as engaging as everything else in the show.
Writing for the spoken word is an acquired skill. If you’re presented with an unimaginative script, speak to a specialist.
Now I’m starting to sound like an ad.
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