Making Ads Contextually Relevant on Ad Infinitum’s Latest; Apple’s Miscalculation Helping Performance Marketers; 2-Part Crash Course in Sonic-Branding

The world’s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 2, Episode 4 – “Scary Ads.”

Context is everything for ads, but what do you do when the podcast is fiction? How do you put your ad in the middle of a story and not feel like an uninvited guest? Ad wizard and Host Stew Redwine (VP, Creative Services, Oxford Road) welcomes scripted podcast experts, Nathalie Chicha (Producer, I Hear Fear) and Ray Harkins (Senior Account Executive, Wondery) to find out.

Join Stew, Nathalie, and Ray as they dive into the best and worst ads in scripted audio, and break down spots from advertisers like BetterHelp, Dave, and (controversially for Ray) Twizzler. What lessons can CAO’s learn from these audio allstars before venturing into these pre-scripted waters?

“If you get too cute, too kitschy with it, that could turn people off in the wrong way where they actively dislike the brand.” – Ray Harkins, Senior Account Executive, Wondery

• Earn your: 60 – When your ad is placed next to very tightly scripted audio, different content can be even more glaring. Do you really need the full 60 seconds or are some phrases redundant (gasp) filler? It’s okay to not say everything, as long as what you do say matters to the listener.
• Find one Element – If for any reason a host can’t read your ad, try a producer. You can try using a musical element from the show or even a show character as well. Fictional podcasts–especially with sensitive material, are high risk, but high reward. Be thoughtful as you draw connections with the show.
• Pick your Shots – With custom ad creative for scripted shows, give it more thought and do it the right way. Don’t go BIG on more scripted podcasts than you can be thoughtful about. Instead, start small and put as much care into the ads as the creators put into their shows. (And if you need help coming up with ad ideas, just email Stew)

Want to learn how to navigate the powerful sound waves of fictional podcasts? Catch the full episode by clicking below. (And please leave an “honest five-star review.”)

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The Classifieds

Now A Word From Our Sponsors

Network: Audacy / Monthly Downloads: 300k / Civility Score: NA

Most of us in the industry do our best to keep listeners from noticing the commercial break but Bryan Green and Krissy Hoadley invite listeners to revel in it. Though the twosome have been hosting this long running comedy for several years, their transition to Audacy has come with quite a bit of buzz, and they’ve been trending on the charts ever since. Episodes are a grab bag of interviews (called Infomercials), personable banter about pop culture offerings, or in-depth explorations of the internet’s most viral moments. The show publishes frequently, so topics are usually timely with a good amount of inventory available for interested advertisers. The Commercial Break boasts multiple long term partnerships with DTC and B2C clients interested in reaching a loyal audience of diehard fans. We don’t believe in puffery or ballyhoo, so if you’re interested, take a break and see below.

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In the Muck and the Mire

Network: YEA Network / Monthly Downloads: 70k / Civility Score: NA

Jeff Schroeder and Jordan Lloyd are no strangers to intimacy in podcasting. The husband and wife team already bared it all on reality TV, having met on Big Brother in 2009, then later appearing on The Amazing Race, Marriage Boot Camp, and Jeff and Jordan Do America. Now they’re parents, griping about trips to Home Depot and trying to stay healthy while chasing two young kids.
For those who fell in love with the duo for their sweet, honest views of the world and each other, you’re in luck! Whether walking through candid moments of family life or reading an ad from long running sponsors, the couple remains true to who they are in reality. This is a great option for advertisers targeting parents and reality TV fans in general. Don’t change that channel, just click below for more.

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In Case You Missed It

Podscribe’s Benchmark Report Delivers…Again

iOS 17’s introduction reduced downloads for publishers, but improved ad performance. The Q1 2024 PPB Report:

Podscribe Performance Benchmarks data shows slight ad performance gains from late last year sustained into Q1. Episodic campaign visitor rates increased by 12%, with higher conversion rates than impression-based campaigns. Host-read ads and longer ads outperformed pre-produced and shorter ones. Podscribe’s benchmark report is full of insights for marketers looking to benchmark and understand podcast performance. One particularly intriguing aspect is its analysis of frequency—always a topic of interest. According to Podscribe’s data, lower frequency yields better results when impressions are the metric of calculation, while higher frequency is more effective when reach is the basis of analysis. Stay tuned for an upcoming LinkedIn post where we’ll have Podscribe’s Pete Birsinger further explain these findings.

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Sonic Branding: Lessons from the ANA

Music’s potency in marketing lies in its ability to forge emotional connections and enhance brand recall, but sonic branding remains underutilized. However, industry experts advocate for its integration, emphasizing music’s pivotal role in crafting authentic brand voices. Case studies highlight successful campaigns leveraging music to drive engagement and sales. Sonic branding doesn’t need to be complicated. Many brands already have the building blocks of a sonic identity; it’s about starting with what you have and building a more comprehensive system from there.

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Sonic Branding Part-2: Lessons from the Entertainment Industry

Audio profoundly impacts how feature films are promoted, with half of a typical trailer’s effectiveness relying on sound. The Lights, Camera, Audio! 2024 report reveals the critical importance of audio in trailers, soundtracks, and in overall film appeal. In the realm of promoting feature films, studios, and networks are entrusted with a narrow window— typically 2-to-2 and a half minutes to capture their audience. 50% of that effort is audio. If the previous story hasn’t convinced you of the superpowers of Sonic Branding, consider taking a cue from the entertainment industry, which knows a thing or two about capturing audience attention.

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#SaveTheLiveReads

It’s Criminal to Suffer from Allergies!

April showers bring May flowers… BUT they also bring pollen, dust, and all sorts of allergy triggers! Take a listen to Carolyn Ossorio, host of the Criminal Mischief podcast, talk about her son, who points out that her morning allergies are like a dreaded plague! Thankfully, Astepro by Bayer has come to her rescue, reducing allergy symptoms and giving her respite from the ills of the season. Carolyn’s substantiation of this product and customization in her set up grab the attention of her listeners immediately, especially those dealing with this common affliction. Plus, her positive, engaging tone and delivery present Carolyn as a trustworthy brand ambassador for Astepro. As a result of proper onboarding and requesting hosts to share their personal experiences, it’s evident that Carolyn is thankful and happy to endorse a product she trusts, and believes her listeners can too! It would be criminal for allergy sufferers to choose any other nasal spray after listening to this engaging live read for Astepro, Bro!

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